Beauty and sports now go hand in hand. These days, when there's a sports team or athlete, a beauty partnership or brand can be expected. This "new normal" marketing stance has brought with it several liberating campaigns, focusing on empowering individuals, particularly women, making a deeper connection between the way beauty impacts how we feel about ourselves and the implications this can have on sports performance.
The past few years have brought with them some impressive efforts to solidify beauty's place in sports. In 2023, Rihanna's Super Bowl Half Time Show was laced with Fenty Beauty promotion, as the singer applied products while performing. Fast-forward to 2024, and the Super Bowl was dominated by beauty campaigns, with brands including NYX Professional Makeup and CeraVe endorsing big celebrity names like Cardi B and Megan Trainor to push their products. Elsewhere, Charlotte Tilbury brought beauty to motorsport, partnering with F1 Academy as an official sponsor, and period care brand August supported the USA track and field women's team with menstrual products.
As cross-collaborations continue to grow, bridging the gap between beauty and sport, brands are putting in extensive efforts to rise to the top of the sports podium. BeautyMatter outlines the recent beauty and sports campaigns worth noting.
Femfresh x West Ham United: British Women's Super League football team West Ham United (WHUW) collaborated with intimate hygiene brand Femfresh, marking the brand as its official Feminine Hygiene Partner. The partnership combines the passion and prowess of WHUW with Femfresh's expertise on the subject, working to educate women from all life stages on the importance of intimate care and health. The duo collaborated to break the taboo surrounding discussions of feminine hygiene, hoping to foster a positive environment where women feel confident both on and off the field.
The partnership features community initiatives and engagement activities that promote the importance of women's health education among fans and the wider community.
Rebecca Rowley, Head of Partnerships at West Ham United, shared the sentiment, stating: "The rise of women's football allows us to tell untold stories and highlight different social issues with our commercial partnerships. By partnering with Femfresh, we aim to examine the connection between fitness and intimate hygiene, sparking a conversation that we hope resonates far beyond the pitch."
Glossier x WNBA: As a longtime partner of the Women's National Basketball Association, Glossier has been a progressive supporter of the sport. Since coming together in 2020, Glossier and WNBA have presented several projects to encourage young girls to play basketball and stay in sports regardless of the external and societal pressures they may feel.
In June, Glossier teamed up with basketball renovation nonprofit Project Blackboard and artist Na Chainkua Reindorf to refurbish the Tompkins Square Park basketball court in New York's East Village. The space features vibrant and enticing orange, purple, and blue court lines, creating an aesthetically pleasing place to play. The refurbishment marked a full circle moment after Glossier utilized the court to shoot its Stretch Fluid Foundation campaign featuring WNBA athletes in the summer of last year. Upon opening, the court hosted a game with a group of local young aspiring basketballers.
"Our mission as a company is to change how the world sees beauty, and we do that through the work that we do, the products we make, but most importantly, by engaging in our communities and celebrating beauty in everyday life—this is that," commented Kyle Leahy, Chief Executive Officer of Glossier.
NYX Professional Makeup x Angel City FC: The makeup brand is now the Founding-Level Partner and exclusive makeup brand of ACFC, marking its first entry into women's professional soccer. According to sources, ACFC chose NYX Professional Makeup due to the brand's ethos "aligning seamlessly" with its own ambitions of championing diversity and self-expression. The partnership's goal is to provide accessible, pro-level makeup to help athletes and fans celebrate the most authentic version of themselves.
The sponsorship collaboration encompasses part-ownership of ACFC's training camp, sponsorship logos on training kits, media day highlights, a six-piece content series, player engagement, video marketing boards, and TV and radio advertisements.
"As our brand continues to grow in sports and entertainment, we couldn't be more thrilled to partner with the trailblazing Angel City Football Club as they rewrite the rules for women's sports properties," said Diana Valdez, Head of Consumer Engagement at NYX Professional Makeup. "We look forward to the shared success this partnership will bring to the community now and into the future."
K18 x Simone Biles: The haircare brand named seven-time Olympic gymnast Simone Biles and her hair stylist Jasmine Johnson as brand ambassadors, signing the pair into a two-year partnership on the heels of the 2024 Olympics. Biles is set to be featured in social media campaigns highlighting her haircare routine both on and off the gym mat, focusing on channeling inner strength and encouraging fans to "feel what's possible" using K18 products. Biles noted that the partnership came together due to her love for the brand, which she often utilizes to keep her hair healthy through the stress it encounters, including extensions.
"Simone Biles is synonymous with pushing boundaries, and her impact extends far beyond her sport. This partnership is a testament to resilience, the power of science in elevating self-expression, and the belief that when we tap into our inner strength, anything is possible—whether it's a gold medal performance or transforming the future of hair care," Suveen Sahib, co-founder and CEO of K18, stated.
Milani: Putting its best-selling setting spray to the test, Milani created the Face Set. Mind Set. campaign in collaboration with successful athletes—Team USA silver medal–winning artistic gymnast Jordan Chiles, WNBA professional Sabrina Ionescu, Team USA volleyball gold medalist Chiaka Ogbogu, and weightlifting trailblazer Mattie Rogers.
The campaign includes images and videos focusing on the question "What do you want to make last?" with the chosen athletes' responses. The outstanding theme among each of the varying answers was the confidence that makeup brings, which leads to a more confident performance.
"We are absolutely thrilled to join forces with Jordan, Sabrina, Chiaka, and Mattie for this campaign," said Mary van Praag, Chief Executive Pfficer of Milani Cosmetics. "Because our award-winning 'Make It Last Setting Spray' lasts for up to 24 hours, it provides the invisible staying power that helps makeup endure through anything, whether that's a regular workday and night out or hours of endurance training, a game in 90-degree heat, a killer floor routine or a photo-finish moment."
With 60% of young girls admitting that they gave up a sport due to concerns about their appearance and confidence, campaigns such as the above are evidently needed to encourage a new era of confident athletes. These collaborations can highlight how beauty and athleticism coexist, promoting a positive self-image. By featuring female athletes in beauty campaigns, brands can inspire young women to embrace their natural beauty and athleticism, fostering a culture of empowerment and self-assurance. This wholehearted approach encourages young women to pursue their passions without compromising their personal style and confidence while also benefiting the sales strategies of beauty brands.
