16-05-2025
5 beauty brands with big-time partnerships in women's sports
2. 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. 3. 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. 4. 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. 5. 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.
