5 beauty brands with big-time partnerships in women’s sports
In 2025, the convergence of beauty and sports has taken a significant leap, with beauty brands making strategic partnerships across various athletic disciplines. These collaborations not only enhance brand visibility to a shiny, new audience, but also underscore a commitment to empowering women in sports, because yes, “everybody is watching”. From Fenty to Glossier, here are some notable beauty brands that have established significant partnerships with women’s sports this year.
Read more: Beyond the sidelines: the most fascinating sports WAGS beyond basketball and football
Fenty Beauty x New York Liberty
Rihanna's Fenty Beauty and Fenty Skin have become the official beauty partners of the WNBA’s New York Liberty, marking Fenty’s first official team sponsorship. This collaboration includes branding on the team’s pre-game warm-up jackets and shooting shirts for both home and away games, as well as in-arena activations and exclusive product offerings. Rihanna praised the team for exemplifying beauty, power and strength. Keia Clarke, CEO of the New York Liberty, celebrated the partnership for aligning with shared values of empowerment and authenticity.
The deal proves the growing presence of fashion and beauty in the WNBA, which saw a significant increase in viewership in 2024, thanks to emerging superstars like Caitlin Clark and Liberty’s Sabrina Ionescu. Before this, brands like Glossier, Nyx, Mielle, Urban Decay and Sephora had initiated beauty-related partnerships with the league or its teams.
e.l.f. Cosmetics x National Women’s Soccer League (NWSL)
e.l.f. Cosmetics has entered a multi-year agreement with the NWSL, becoming the league’s official makeup and skincare partner. This partnership reflects an ongoing dedication to democratise access for women in sports by using e.l.f.’s platform to champion “Empowered. Legendary. Females ” and create a space to amplify their voices and unlock their full potential.
e.l.f. is coming in at a time when soccer in the US. is experiencing dynamic growth. The NWSL continues to expand, with average attendance surpassing 11,000 per match in 2024 and viewership numbers climbing steadily. By empowering women in sports, e.l.f. and NWSL aim to inspire the next generation of leaders across industries, demonstrating that supporting women in sports is an investment in the future of leadership across all sectors.
Charlotte Tilbury x F1 Academy
Charlotte Tilbury has extended its partnership with the F1 Academy, an all-female Formula 4-level racing series. The collaboration includes the Charlotte Tilbury Scholarship, supporting a girl’s participation in the British Indoor Karting Championship, and sponsorship of drivers like Chloe Chong for the 2025 season.
Chong, a rising star in the F1 Academy, is not only making waves on the track but also exploring the world of beauty. At just 17, she was the youngest driver in the inaugural season and now races for Rodin Motorsport with a sponsorship from Charlotte Tilbury. Chong highlights her pre-race skincare routine using Charlotte’s Magic Serum and Magic Cream, and embraces a low-maintenance look under her helmet. Motivated by Charlotte Tilbury’s campaign “Makeup Your Destiny”, she advocates for diversity in motorsports and aims to inspire more women to enter the sport.
Maybelline x Women’s Lacrosse League
Maybelline has become the title sponsor of the newly established Women’s Lacrosse League (WLL), created by the Premier Lacrosse League. The league’s debut aligns with lacrosse’s return to the Olympics in 2028, positioning Maybelline at the forefront of this growing sport.
As the Official Beauty Partner of the WLL, Maybelline will provide financial support to the teams and athletes, gift all the players the brand’s products to use both on and off the field and work with lacrosse athletes to connect with players in high school through various projects. Later this year, Maybelline will also go on the road, hosting a street lacrosse series to introduce young girls to the sport and the athletes. In addition, Maybelline will launch a pop-up get-ready-with-me prom activation in partnership with key lacrosse players.
Glossier x WNBA
Glossier has renewed and expanded its partnership with the WNBA, continuing as the league’s official beauty partner. The collaboration includes activations at major events and WNBA-themed content that amplifies players’ voices and stories. For the WNBA Draft in New York City, Glossier hosted a glam room, hooking up players with glam makeovers before the event. The partnership has further evolved to include courtside signage, content collaboration, the gifting of products to players and influencer events at games.
Glossier and the WNBA’s relationship began in 2020 as a celebration of the extension of Glossier’s Body Hero line, with the campaign starting in the 2020 WNBA Bubble season and featuring WNBA legend Sue Bird among other players. Since then, Glossier has continued to spotlight a number of the league’s diverse and self-expressive athletes in national promotions and campaigns.
NOW READ
Airplane etiquette: Which beauty rituals are acceptable at 30,000 feet?
Is your beauty routine damaging your skin barrier?
Summer 2025 beauty trends, as predicted by your pop culture favourites