The Saturday before the Indy 500, Indianapolis Motor Speedway hosts “Legends Day”, an all-day celebration of the race’s 108-year history, featuring driver meet-and-greets, IndyCar racing simulators, and free prizes for fans. While this day isn’t exclusive to men, much of IndyCar’s history is. Just nine women have competed in the Indy 500 over its century-long history. Janet Guthrie became the first female driver to qualify and compete for the Borg-Warner trophy in 1977 and drivers like Katherine Legge continue to carry on that legacy today.

Janet Guthrie prepares for her historic 1977 Indy 500 attempt. (Photo via Getty Images)

Given this, it’s not a surprise that the IndyCar fan experience can feel male-oriented. Many booths are put on by sponsors like auto manufacturers and energy drinks; even though some are staffed by women, these spaces don’t necessarily feel made for women. 

As you walked into ELF’s tent at Legends Day this year, you could feel the immediate impact that this unapologetically-feminine space was having. As stylists gave out makeovers to women of all ages, others wrote inspiring messages to Katherine or sampled makeup products to take home. Instead of the usual boxy t-shirt or stress ball, items like stickers, hats, and bandanas were decked out with a bold pink and black checkered flag. This bright, fun, and cheerful environment brought tears, hugs, and hope for women of all ages, all lined along a wall that professed “women belong in the drivers’ seat”. What’s remarkable about this space, and the passion and excitement behind it, is that many long-time fans have never gotten the chance to experience something like this.

One fan said it best when she reflected back on ELF’s Instagram, commenting, “I’ve been a motorsports fan for 30 years, and [this] was the first time I felt like someone was talking to ME at the race track”. 

ELF Cosmetics and Huda Beauty have recently launched partnerships with female drivers, with ELF being the first beauty brand to serve as a primary sponsor of an IndyCar driver. In a recent statement, the Chief Marketing Officer of ELF Cosmetics explains the broader goals of the partnership, and hints at plans to expand these efforts in the years ahead. 

“At e.l.f., we want to see more women in the driver’s seat – whether in the boardroom, on the court, in the stands or on the racetrack. We believe inclusivity gives communities who are so passionate about something like racing a win-win outcome because it brings more people into the tent as fans, talent and sponsors,” said Kory Marchisotto, Chief Marketing Officer, e.l.f. Beauty. “Nine trailblazing women have competed in the Indy 500, and we hope to see this number grow swiftly in the years ahead while also expanding roles and opportunities on teams and crews. Our goal is to create spaces where women and girls feel accepted and represented, giving them the confidence to take the wheel and set their own course.”

A view from the ELF Cosmetics tent at the 2024 Indy 500. (Photo via Natasha Switzer)

It’s no surprise then why ELF Cosmetics set their sights on a partnership with Katherine Legge; the driver first got behind the wheel of a go-kart at age 9, eventually qualifying for the national championship in England. Since then, she’s been accustomed to making the most of every seat she is given. She has raced in IMSA, NASCAR, and Formula E, with appearances in the Rolex 24 Hour Race in Daytona and eventually her first Indy 500 in 2009. When the Britain-born racing driver qualified for Indy 500 this year, after setting the record for fastest Indy 500 qualifying attempt by any female in 2023, the potential to keep that momentum going was high. 

Unfortunately, she had to retire the car due to a mechanical failure in Lap 23. Despite this, Legge was greeted with an ovation as she made her way back to the pits. The impact her presence and the ELF partnership had on the entire weekend was easy to see, in the rounds of applause and the checkered bandanas that waved throughout the crowd. In Legge’s own words,  

 “e.l.f. ‘s presence on the racetrack is making the statement that beauty and women can belong everywhere”.