Key Takeaways:

• French professional tennis player Arthur Fils joins Tiva as an ambassador and investor. 
• More than a traditional endorsement, the partnership reflects a shared belief that performance is built through the smallest details. 
• Alongside this announcement, the brand launches Performance Sun Mist SPF 30, its fourth product.

Arthur Fils joined Tiva as an investor and ambassador to help build the first performance cosmetics brand.

WHO: Tiva is a French startup pioneering the performance cosmetics category for athletes, co-founded by Louis Cossart and Amaury Obadia. The company develops products designed specifically to help athletes perform before, during, and after activity by managing sweat, optimizing grip, and mitigating friction. The brand sits at the intersection of sports science, dermatology, and real-world practice conditions. Its products are available at 130 retailers across France.

WHY: Already using Tiva’s products as part of his competitive routine, Fils now becomes a long-term partner as the company continues building a new category at the intersection of sport and cosmetics.

IN THEIR OWN WORDS: “Athletes have reached a climax of optimizing everything around performance, except the cosmetic products they use every day. Our ambition is to build that missing category. Arthur embodies exactly that mindset. His decision to join Tiva as both an investor and ambassador reflects a shared belief that performance is often determined by the details most people overlook,” said Tiva co-founder Amaury Obadia.

“At this level, winning or losing often comes down to details that nobody sees. That constant pursuit of optimization is part of how I approach...