e.l.f. Cosmetics Partners with Basketball Star Flau’jae Johnson to Inspire the Next Generation

e.l.f. Cosmetics has announced a year long partnership with Flau’jae Johnson, LSU guard, rapper, and founder of More to 4 Foundation, adding her to a roster of women athletes that includes Billie Jean King, Kendall Coyne Schofield, Jaedyn Shaw, and Jess Carter. The deal includes a $75,000 donation to Johnson’s nonprofit and launches as she competes in the second weekend of the 2026 women’s college basketball tournament.

Johnson’s Credentials

Johnson has surpassed 2,000 career points and earned back to back All SEC First Team and Third Team All American honors in 2025 and 2026. She is also a 2023 Division I Women’s Basketball Champion. Off the court, she operates as a recording artist and runs More to 4 Foundation, a nonprofit focused on family support, education, arts, and sports and wellness programming.

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Show Yourse.l.f. Series

Johnson’s first project with e.l.f. is an episode of the brand’s purpose driven video series Show Yourse.l.f., which has accumulated over 7 million video views across previous installments. Johnson’s episode features her original music and sits alongside past episodes spotlighting soccer player Jess Carter, astronaut Amanda Nguyen, and paralympic athlete Anastasia Pagonis.

The Business Rationale

Patrick O’Keefe, Chief Integrated Marketing Officer at e.l.f. Beauty, said, “Every arena she enters, whether it’s basketball, music or philanthropy, she leads with courage, intention and generosity of spirit.” The partnership reflects a broader e.l.f. strategy of aligning with multi dimensional women athletes, a cohort that research shows 88% of women sports fans regard as impactful role models for young women.

The Johnson signing extends e.l.f.’s pattern of moving early on rising women athletes across basketball, soccer, and action sports, building a roster with credibility across multiple fanbases before those athletes reach peak market value.