Beauty brands are investing in women's sports
See some recent campaigns.
I’ve written about the intersection between women’s sports and beauty before. See:
WNBA's Cameron Brink Sports Urban Decay's Face Bond Luminizer
Madison Reed releases limited-edition hair color with Paige Bueckers
It’s a duo I can’t help but love.
There are so many sports in season right now, and there’s no shortage of fun hairstyles, painted nails, makeup, and most likely the use of skincare products after the game.
Here are some more recent beauty X women in sports campaigns worth taking a look at.
e.l.f.
e.l.f. in particular has worked with Kendall Coyne Schofield, the Professional Women’s Hockey League, the National Women's Soccer League, and the Billie Jean King Cup. They’ve also recently announced that they are revving up their partnership with race car driver Katherine Leggee.
“Buckle up, beauties! 🏁 We’re back in the fast lane empowering.legendary.females. like never before with @katherineracing in @NASCAR with @TeamChevy! 🏎️✨” the caption read.
“Did you know that Katherine is the only female driver currently competing in the NASCAR Xfinity and Cup Series?!🤯 We’re so e.l.f.ing excited to cheer her on as she starts her engine! 🔥”
Legge and e.l.f. are teaming up on at least seven races this year, including the NASCAR Xfinity Series races on April 19, in Rockingham (North Carolina Education Lottery 250 presented by Black’s Tire) and during the Coca-Cola 600 weekend in Charlotte, for the BetMGM 300 race on May 24.
The duo first joined forces in 2023 when she became the fastest woman to ever qualify for the Indianapolis 500 with one-lap (231.627 mph) and four-lap (231.070 mph) qualification speeds. In 2024, e.l.f. was the first beauty brand to serve as a primary sponsor of a car and driver at the Indy 500, to serve as an official sponsor of the Indy 500 itself, and to have an activation at the Indianapolis Motor Speedway during the Indy 500 weekend.
Last month, e.l.f. also announced a multi-year sponsorship with the National Women’s Soccer League.
Sally Hansen
Sally Hansen has recently teamed up with WNBA player Cameron Brink. She shared their most recent campaign on Instagram. “What better way to spend girls’ night than freshening up my nails with @sally_hansen’s Miracle Gel?” the caption read.
On April 1, Cameron shared this reel of herself putting on the brands press-on nails. “Get perfect nails with Sally Hansen anywhere & anytime! I love how easy their Perfect Press-Ons are to apply for when I’m on the go and want a polished look in minutes,” the caption read.
Essie
If you’re a WNBA fan, you know how Big Ellie, the New York Liberty’s mascot is probably the biggest figure in the league right now. Her most recent partnership is with Essie. They shared some amazing content on their Instagram this past week.
They also hopped on the AI starter pack trend—and it’s adorable. “gel by essie starter pack, nails sold separately 💅” the caption read.
They also showed Ellie walking the streets on New York and getting her nails done with the perfect Liberty color. “did we just give the hardest-working girl the hardest-working mani? YEP, and she put gel by @essie to the test 💅🐘 @bigellieliberty @nyliberty.”
Essie also posted this series of pictures of Ellie’s day with the brand. “they call her big essie 💅.”
Sephora
Sephora partnered with Unrivaled basketball league for its inaugural season and now they’re teaming up with the WNBA’s newest franchise, the Golden State Valkyries as a Founding Partner. They shared the news with a post on Instagram.
“The baddest of the Bay ✨💄 Our Bay Area neighbor, @sephora, is joining the Golden State Valkyries as a Founding Partner, the Official Beauty Partner, and presenter of the Sephora Performance Center in Oakland. Together, we’re celebrating the beauty of sport and redefining what performance looks like,” the caption read.
Glossier
Glossier was one of the first brands to team up with the WNBA. Recently, they released a “You Look Good Basketball,” which is a limited edition, premium basketball in collaboration with Franklin Sports.
Complete with a branded hand pump, this Glossier Pink basketball features our "You Look Good" mantra, offering a fun reminder while passing, dribbling, or just showing it off on your Top Shelf.
They posted a picture on Instagram to share the news. “Shoot your shot with our limited edition You Look Good Basketball. The basketball you didn’t know you needed (but definitely asked for). Available in the US on Glossier.com and Glossier retail locations. Shop now at the link in bio before the clock runs out!” the brand wrote in the caption.
