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e.l.f. Cosmetics Unveils Telenovela-Inspired Big Game Campaign Starring Melissa McCarthy Ahead of Halftime H&M and e.l.f. Cosmetics Join Forces for a First-of-Its-Kind Fragrance Collaboration

In May 2025, E.l.f. Cosmetics became the first beauty sponsor of the National Women’s Soccer League (NWSL) in a three-year deal starting with the NWSL Challenge Cup. The partnership includes a …

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Feb 3, 2026 · E.l.f. Cosmetics tapped Melissa McCarthy for a telenovela-inspired Super Bowl campaign that playfully nods to Bad Bunny’s halftime show.

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