Dinesh Ramachandran In a notable shift, beauty brands are increasingly partnering with female athletes, recognizing their influence both on and off the field. This trend underscores a broader movement where sportswomen are celebrated not only for their athletic prowess but also as cultural and beauty icons.
Urban Decay’s collaboration with the WNBA’s Los Angeles Sparks exemplifies this synergy. Since 2023, the cosmetics company has provided makeup services for players’ games and media appearances, sponsored the team’s arrivals tunnel, and distributed product samples at home games. Stephanie Binette, Urban Decay’s General Manager, observed, “We rapidly discovered that the fans love makeup,” highlighting the fans’ keen interest in players’ beauty routines.
Similarly, Glossier has renewed and expanded its partnership with the WNBA, aiming to amplify players’ voices and stories through beauty collaborations. Kyle Leahy, Glossier’s CEO, remarked, “Glossier celebrates beauty in real life and our partnership with the WNBA embodies that philosophy.”
Individual athletes are also at the forefront of this intersection between beauty and sports. USC basketball star JuJu Watkins, honored with the 2025 Wooden Award, emphasizes self-care rituals, including minimal makeup and personal grooming, to boost her confidence before games. Her partnership with Dove’s Whole Body Deodorant reflects her commitment to personal care and empowerment.
LSU basketball player and rapper Flau’jae Johnson incorporates beauty into her game-day routine, relying on products like a $10 NYX matte setting spray to maintain her makeup during intense performances. She views beauty as an expression of confidence and uniqueness, integrating weekly self-care practices to stay grounded.
Milani Cosmetics has taken a strategic approach by launching the “Face Set. Mind Set.” campaign, featuring athletes such as gymnast Jordan Chiles and WNBA star Sabrina Ionescu. This initiative emphasizes the connection between physical preparation and mental readiness, showcasing the brand’s commitment to supporting female athletes.
These collaborations signal a transformative moment where beauty and sports converge, celebrating female athletes as multifaceted individuals who inspire both on the field and in the realm of personal expression.
