Eva Marie made an appearance on the June 3 episode of NXT, stating that she was looking forward to competing in the NXT women's division, while the NXT audience was heavily booing her. In a backstage segment with NXT general manager William Regal on the June 24 episode of NXT, Regal said he needed to see some proof that Eva Marie was ready to compete in the women's division. On the July 22 episode of NXT, Eva Marie defeated Cassie in her in–ring. Eva Marie then began competing at NXT live events where she ignited a feud with Carmella. This led to a match between the two at the special August 26 episode of NXT (taped during the NXT TakeOver: Brooklyn event), which Eva Marie won. Eva Marie then continued her winning streak, defeating the likes of Billie Kay, Carmella, and Liv Morgan. On the November 18 episode of NXT, Eva Marie challenged Bayley to a match for the NXT Women's Championship, which she received a week later, but was unsuccessful in winning the championship, despite interference from her ally Nia Jax and Referee Charles Robinson. Two weeks later on the December 9 episode of NXT, Eva Marie accompanied Nia Jax to challenge Bayley for the NXT Women's Championship at NXT TakeOver: London.