E.L.F. is working with the National Hockey League’s Toronto Maple Leafs for its Eyes.Leafs.Face. campaign. The name is a play on the global beauty brand’s name, which stands for eye, lip and face. The partnership seeks to connect with the Canadian professional hockey team’s female fan base. The campaign has kicked off for the 2024–25 season with advertising, in-arena events, digital integrations and social media initiatives.
