e.l.f. Beauty has launched a new chapter of its ‘Show Yourse.l.f.’ film series, spotlighting professional soccer player Jess Carter of NJ/NY Gotham FC and the England national team. The campaign centers on Carter’s powerful story of representation, exploring how visibility in both sport and beauty can inspire confidence and drive change.

Growing up without prominent female role models in soccer, Carter now uses her platform to demonstrate what is possible for young athletes, showing that representation can transform aspirations into achievements. Her partnership with e.l.f. also “highlights the importance of democratizing access to beauty, illustrating how self-expression—such as her signature bold brows—can fuel empowerment both on and off the field.”

As women’s soccer continues to grow, Carter remains committed to encouraging girls to stay in the game, proving that representation in sports and beauty has the power to shape futures and redefine possibilities.

Image Credit: e.l.f. Beauty