Katherine Legge: Redefining Femininity in Racing with e.l.f. Cosmetics

Katherine Legge has always been a trailblazer in the world of motorsport. With a career that spans various racing disciplines, including open-wheel racing, endurance events, and now NASCAR, she has made a name for herself based on her talent and determination rather than her gender. However, when the opportunity arose for a partnership with e.l.f. Cosmetics in 2023, Legge found herself at a crossroads that would allow her to embrace a different side of her identity as a driver.

Embracing Change: The Pink Car

When Legge first laid eyes on the render of her pink race car adorned with e.l.f. branding, her initial reaction was one of skepticism. “Oh god, that’s so cliché. Do we have to do a pink car?” she recalled asking her team. For years, she had worked hard to build her reputation as a serious competitor in a male-dominated sport, consciously avoiding the label of a "female driver." Her focus had always been on performance and skill, not on her gender.

However, the collaboration with e.l.f. created a unique opportunity for Legge to challenge traditional perceptions in motorsport. During a promotional visit to New York City, the 44-year-old British driver began to rethink her role in the racing world. Instead of viewing her status as a female driver as a disadvantage, she recognized it as a strength that could contribute to a larger movement within her sport. The pink car became more than just a design choice; it symbolized empowerment and a fresh perspective in a traditionally conservative arena.

“It was the best thing that ever happened because it started this girl power movement,” she reflected, a year after the initial reveal of the pink car.

A Transformative Experience at the Indy 500

The partnership with e.l.f. Cosmetics reached a new level during the prestigious Indy 500 event, where the brand orchestrated an elaborate drone show and an engaging fan activation that transformed the event’s paddock into a vibrant display of their signature colors. Legge noted a significant shift in the atmosphere: “For the first time, the women [in the paddock] felt like they were seen and validated and that they could be feminine and wear makeup and still be a badass.” This moment marked a turning point not just for Legge but for women in motorsports as a whole.

Despite the initial success, Legge faced a setback when her seat for the following year’s Indy 500 fell through. She feared this might jeopardize her partnership with e.l.f. However, the brand surprised her by doubling down on their commitment. “A lot of companies say they stand for empowering women… but e.l.f. actually 100% stood behind me,” Legge shared. “I’ve never felt so empowered.”

Instead of retreating, e.l.f. shifted its focus to support Legge’s ambitious plans for the 2025 NASCAR season. Legge had already made history by becoming the first woman to achieve a top-20 finish in a Cup Series race since Danica Patrick in 2017, and she aimed to leverage this momentum to connect with a new, diverse fan base.

Building a New Fan Base in NASCAR

Legge expressed her hopes for the NASCAR community, saying, “Hopefully it has the same effect that it did at Indy, and it creates this girl power movement in the NASCAR paddock.” She acknowledged that while the fan base has been gradually warming up to her presence, it remains a work in progress. “It’s taken so much hard work from everyone on my team,” she added.

Transitioning from open-wheel racing to stock car racing is no small feat. The sheer weight of a NASCAR vehicle, which can tip the scales at around 3,400 pounds, presents a vastly different challenge. Legge candidly admitted that adjusting to the sport has been a difficult adjustment: “It’s a totally different sport… I see the green flag and it’s like, ‘where am I?’ I have to consciously think about everything because it doesn’t feel like it’s an extension of me yet.”

Navigating the Learning Curve

The learning curve has been steep for Legge as she acclimates to new circuits, heavier machinery, and even a different dialect of racing lingo. “I have to get out of speaking in IndyCar language and speak the language of the engineers: like, ‘it’s loose,’ ‘it’s tight.’ But some of them are so Southern that it takes me a minute to compute,” she laughed, highlighting the cultural nuances she’s encountered.

Despite these challenges, Legge has made significant strides in her performance. “I’ve got this renewed sense of motivation: I’m studying, I’m watching races, I’m looking at data. I’m totally committed,” she stated with determination. Her goal is clear: if the car is capable of a top finish, she wants to achieve it. “If the car is capable of 10th, I want to finish 10th. If it’s capable of winning, I want to win.”

Legge emphasized her desire for respect within the racing community, prioritizing genuine recognition over media attention. “Right now, all I want is respect for trying and going out there and putting it all on the line,” she said. Her focus remains steadfast on earning a competitive vehicle that will allow her to vie for victories.

The Value of Experience in Racing

One of the advantages Legge possesses is her wealth of experience. “Experience counts for so much. These young kids [coming into NASCAR] are fast, but they haven’t made all the mistakes, and they’re not scared yet,” she noted. She believes that having a healthy respect for the sport is crucial, stating, “It’s easier to slow somebody down than it is to speed somebody up.”

Legge argues that experience doesn’t diminish bravery; rather, it refines it. Her partnership with e.l.f. Cosmetics underscores how her dual missions of winning races and expanding the inclusivity of motorsport are intertwined. The pink car, which initially made her cringe, has evolved into a powerful symbol of possibility and empowerment.

A Bold Future in NASCAR

Legge’s journey in NASCAR is not just about racing; it’s also about breaking barriers and changing perceptions. She embodies the idea that femininity and strength can coexist in a sport that has historically marginalized women. Her presence on the track, coupled with the vibrant branding of e.l.f. Cosmetics, sends a message that women can excel in motorsports while embracing their identities.

As she continues to push the boundaries in NASCAR, Legge’s story serves as an inspiration for many aspiring female racers and fans. She is living proof that one can remain true to oneself while striving for excellence in a challenging environment. “You can show up exactly as you are and still ‘be a badass,’” she asserts, encapsulating her philosophy as both a driver and a role model.

In conclusion, Katherine Legge’s partnership with e.l.f. Cosmetics has not only redefined her career but has also opened doors for a broader conversation about the role of women in motorsports. By embracing her identity and using her platform for positive change, Legge is paving the way for future generations of female drivers, showing that determination and self-acceptance can lead to groundbreaking achievements in any field.