Celebrity Name: Flau’jae Johnson
Brand Name: e.l.f. Cosmetics
Deal Type: Year-Long Brand Partnership
Announced: March 24, 2026
Impact: Expands Flau’jae’s influence beyond basketball and music, channels beauty dollars into her More to 4 Foundation, and strengthens the visibility of women’s sports and multi-hyphenate female athletes in mainstream beauty campaigns
- LSU basketball guard and rapper Flau’jae Johnson joins e.l.f. Cosmetics’ empowered legendary females ambassador roster for a full year of collaborative campaigns.
- Johnson’s debut project with the brand is a feature episode in e.l.f.’s award-winning purpose-driven series, which has already racked up over 7 million video views across past episodes.
- e.l.f. is donating $75,000 to Johnson’s nonprofit, the More to 4 Foundation, which supports families, single mothers, and young people through education, arts, and wellness programs.
- Johnson’s episode features her own original music, further cementing her position as a dual-threat star in both athletics and the music industry under Roc Nation.
Flau’jae Johnson, basketball star, rapper, and philanthropist, is officially the newest face of e.l.f. Cosmetics. The brand announced a year-long partnership with the LSU guard on March 24, 2026, making her the latest addition to its empowered.legendary.females. ambassador lineup.
Johnson’s first collaboration with e.l.f. is a feature episode in the brand’s purpose-driven ‘Show Yourse.l.f.’ series, which she anchors with her own original music. The series has earned over 7 million views celebrating trailblazers across sports, art, and culture.
Johnson joins previous honorees including astronaut Amanda Nguyen and champion Paralympic athlete Anastasia Pagonis.
This partnership also follows her recent Samsung x Google Gemini campaign and a Puma sneaker line honoring her late father, highlighting her unstoppable momentum as one of the most sought-after NIL athletes in the country.
On the court, Johnson, repped by manager Kia Brooks and signed to Roc Nation, is heading into the Sweet 16 of the 2026 Women’s College Basketball Tournament.
A two-time All-American and two-time All-SEC First Team honoree, she surpassed 2,000 career points this season. To honor her community work, e.l.f. is donating $75,000 to her More to 4 Foundation.
Takeaways
Flau’jae Johnson is quickly becoming one of the most brand-magnetic athletes of her generation. This e.l.f. deal isn’t just a beauty campaign, it’s a statement.
With 88% of women sports fans viewing pro women athletes as role models for the next generation, brands like e.l.f. are making a calculated, culture-driven bet: aligning with multi-hyphenate stars who live authentically across sports, music, and social impact is how you win over Gen Z.
Johnson’s ‘Show Yourse.l.f.’ episode, backed by her own original music and a $75K foundation donation, sets a new bar for what purposeful brand storytelling looks like in 2026.
For the talent booking and endorsement industry, this signals that college athletes with NIL power are increasingly competing at the same level as professional stars when it comes to brand value.
Does the e.l.f. partnership signal that beauty brands are emerging as major players in college athlete NIL deals? With Flau’jae now stacking deals across Samsung, Puma, and e.l.f., is she on track to become the first college basketball player to build a truly cross-industry brand empire before turning pro?
