e.l.f. Cosmetics is fueling professional race car driver Katherine Legge’s return to the Indianapolis 500 for their fourth season together, with the race scheduled for Sunday, May 24, 2026. In a sport where women receive just 1% of all sport sponsorships and account for only 4% of drivers on tracks, e.l.f. is bringing its eyes.lips.fuel. campaign to the largest single day sporting event in the world.
Record-Breaking Partnership
In 2023, with e.l.f. by her side, Legge became the fastest woman to ever qualify for the Indy 500, posting a four lap qualifying average of 231.070 mph. This year, she’s looking to make her fifth Indy 500 start after becoming just the ninth woman to qualify for the race in 2012. Legge remains the only woman entered in this year’s field and will compete in the No. 11 e.l.f. Cosmetics Chevrolet.
“Together with Katherine Legge, we’re fueling a movement for the…
next generation of dreamers,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty. “eyes.lips.fuel. is a commitment to every eye, lip and face watching who needs to see that they belong on that track, behind that wheel, and in any arena they choose.
We’re democratizing access to sports by showing our community exactly what’s possible when someone believes in you and fuels your journey.” Fan Zone Activation e.l.f. is creating a major presence in the Fan Zone with an activation inspired by the brand’s Glow Reviver Lip Oil Stick.
The activation includes a full size replica of Legge’s race car, a museum style showcase of real artifacts from her career including her first fire suit and helmet, and a Roblox play zone connecting the next generation to racing culture.
Fans can also participate in the iconic “Kiss the Bricks” tradition to send Katherine well wishes before she takes to the track, customize e.l.f. products at a personalization station, and play exclusive mobile games like e.l.f. Blast and Power Grip Mountain through the brand’s Beauty Squad loyalty experience…
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