E.l.f. Beauty, Billie Jean King bring attention to diversity on corporate boards

E.l.f. Beauty is partnering with tennis star and equality advocate Billie Jean King to highlight that more women and diverse candidates should be serving on corporate boards. 

“Fighting for gender equality and inclusivity has been the driving force in my life for 70 years. Change is often a slow process and those in positions of power can bring about change quicker. e.l.f. Beauty is leading change in the boardroom and showing us investment in equality and inclusivity will ultimately be rewarded with tangible results,” said King.

In a new campaign that supports the beauty brand’s “Board Game” initiative, King utilizes her racket to launch fact-filled tennis balls at an in-progress board meeting that notes how women only make up 27% of U.S. corporate boards and the average U.S. corporate board is 88% white, the company said. 

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“E.l.f. Beauty believes it is important that it reflects the diverse communities we serve, and that means everywhere. We believe that the inclusivity of our Board of Directors and Executive Team has been a driving factor in our extraordinary business results over the last five years. Doing the right thing is good for our community—and good for business: e.l.f. has proven that with 20 consecutive quarters of net sales growth,” said Kory Marchisotto, chief marketing officer, e.l.f. Beauty. “We are asking our peers and partners to join us in increasing diversity in the highest seats of power. Change the board game, normalize diversity, change the world.”

The “Serving Facts” video also serves as an extension of e.l.f. Beauty’s previously announced partnership with the National Association of Corporate Boards, which is working to help create a board accelerator program that trains and creates visibility for 20 women and/or diverse board-ready candidates.