As a starting guard for LSU, a Roc Nation recording artist, and a projected top-5 WNBA Draft pick with a $1.5 million NIL valuation, Flau’jae Johnson has many labels, but she refuses to be defined by any single one.
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“I don’t allow anybody to put me in a box. I don’t allow anybody to label me…” She hopes her partnership with E.l.f. Cosmetics conveys a clear message of motivation: that you can truly accomplish anything you set your mind to.
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Flau’Jae Johnson, who is currently in New York City ahead of the 2026 WNBA Draft, entered the year-long partnership with e.l.f. Cosmetics in March. As part of the partnership, she did the “Show Yourse.l.f.” campaign. As part of the campaign, she starred in e.l.f.’s award-winning, purpose-driven series that features her original music and chronicles her journey in both basketball and the music industry.
Johnson finds the partnership exciting because it aligns perfectly with who she is on and off the court. “I feel like I want to show a different side of me,” Flau’Jae said. “I feel like e.l.f can help me do that while also inspiring so many young girls and guys around the world, just to be yourself.”
E.l.f., which stands for eyes, lips, and face, is a global cosmetics company that started in 2004. With a market capitalization that has exceeded $4 billion, e.l.f. has become a powerhouse in the cosmetics industry. The brand embodies a commitment to positivity, inclusivity, and accessibility.
Apart from Flau’Jae Johnson, they are also the official partner of the National Women’s Soccer League. The brand has a history of partnering with trailblazing female athletes, from tennis legend Billie Jean King and hockey star Kendall Coyne Schofield to rising talents in soccer like Ally Sentnor and Jaedyn Shaw.
While the specific dollar amount of their partnership with Flau’jae Johnson is not publicly disclosed, e.l.f. notably donated $75,000 to her More to 4 Foundation. As the brand’s Chief Integrated Marketing Officer, Patrick O’Keefe puts it, “Flau’jae is a force of inspiration. And this partnership with her helps elevate her influence, to help a generation of young women imagine without limits.”
E.l.f.’s Support for Her Foundation Makes Flau’jae “Want to Go Harder for Them”
A partnership with a billion-dollar brand like e.l.f. Cosmetics is sure to come with substantial financial benefits. However, for Flau’jae Johnson, her passion for the brand stems not from the financial benefits but from the intention behind the company’s gestures.
“Obviously, the money is significant,” Johnson said. “But it’s more so the intention behind it, the selflessness and the giving, which warms my heart.” For Flau’Jae Johnson, e.l.f.’s donation to her foundation passes a message that they really care about what she cares about, and they’re willing to support something that she believes in. And as she puts it, “that just makes her want to go harder for e.l.f.”
The More to 4 Foundation, which she founded in 2023, is a nonprofit that supports underserved families, single mothers, and youth. Inspired by her own journey of being raised by a single mother following the loss of her father, she uses the foundation to provide resources she wished were more available during her upbringing. As she puts it, “It’s about reaching people who need that extra little bit of hope.” And for her, a partnership that supports that vision “couldn’t have been any better.”
Written by
Edited by
Pranav Venkatesh