Boosted Presence: The Increase of Beauty Collaborations in the WNBA

      It's clear that the WNBA has made significant progress in recent years. The current league regularly sells out stadiums and enjoys record-breaking viewership. Last year, the WNBA reached an impressive milestone of over 54 million unique viewers across platforms like ABC, CBS, ESPN, ESPN2, ION, and NBA TV. Additionally, it achieved the highest attendance in 22 years, with a 48% increase from the prior season. Unsurprisingly, the growth of the league has also led to more partnerships. However, it wasn’t until 2020 that Glossier became the first official beauty partner of the WNBA, highlighting the league's untapped potential at the time. Veronika Ullmer, who heads global integrated communications, partnerships, and impact at Glossier, noted, “Our belief in the power of girls and women in sports (and the incredible women of the WNBA) is what led us to [the partnership]. This was an unprecedented move for a beauty brand, and the comprehensive approach we’ve taken with the W is certainly a model we aim to continue and develop.” Five years on, Glossier remains committed to the intersection of beauty and sports, even expanding its contract last year. Ullmer remarked, “From the beginning, we’ve believed that beauty and sports can coexist. With the increased visibility of women’s sports and the rising influence of the athletes, our culture is shifting. Female athletes are now seen as a different kind of influencer, redefining beauty standards to empower women.” Glossier has been a pioneer in establishing beauty collaborations, not just within the WNBA but across women's sports, paving the way for other brands like Covergirl, Maybelline New York, Essie, and Laneige to follow suit.

      A notable player in the hair care industry is Mielle Organics, which became the WNBA’s Official Textured Hair Care Partner and Official Marketing Partner in 2023. The brand supplies hair products to players and distributes items at major events. In April, the WNBA announced a collaboration with Mielle to launch a new HBCU Event Intern Program during All-Star Weekend. Furthermore, 2023 also saw brands partnering with specific teams instead of the entire league, with Urban Decay being among the first to do so by teaming up with the Los Angeles Sparks. Urban Decay provided makeup artists for player headshots and media day, distributed products to athletes, branded the player tunnel, and engaged in charitable initiatives. Fernando Febres, head of U.S. marketing for Urban Decay, stated, “Female athletes are increasingly embracing self-expression, garnering well-deserved attention and building dedicated fan bases. By collaborating with women’s sports, we can connect with diverse and engaged communities and share the dedicated and successful narratives of these athletes.” The brand took an additional step by designating Sparks Forward Cameron Brink as an ambassador after renewing its partnership with the team for 2024. Febres noted that Brink, recognized for her tunnel looks and makeup self-expression, fit organically with the brand. “Cam isn’t afraid to embrace her femininity, and she confidently embodies every aspect of who she is,” he stated.

      In May, Fenty Beauty and Fenty Skin were announced as the official beauty partner of the New York Liberty, offering branded gear, fan activations at Barclays Center, and marketing initiatives featuring the athletes. Heather Fisher, SVP of global marketing for Fenty Beauty, remarked, “New York was where Fenty Beauty began. Our connection to New York is strong,” referring to the brand's launch in Brooklyn in 2017. Fisher emphasized that every action from Fenty Beauty reflects its founder's values and connections, including the choice to partner with the New York Liberty. “They share our passion for basketball, aiming to ensure everyone feels seen and celebrated,” she added. This partnership marks Fenty's first collaboration with a WNBA team and is also the first occasion where Fenty Beauty and Fenty Skin have united as sponsors. Fisher explained, “We are showcasing the connectivity between skincare, makeup, and performance through this partnership, while also enjoying the process.” She continued, “We love empowering every player with the beauty regime they choose to look, feel, and perform their best.”

      The rapid growth in interest surrounding the WNBA has also led to the formation of new teams, such as the Golden State Valkyries, with beauty brands eager to seize new prospects. “When [Sephora] learned about a WNBA expansion team joining us in the Bay Area, exploring collaboration possibilities was a natural choice,” shared Celessa Baker, vice president of marketing partnerships for Sephora U.S. The Valkyries made their on-court debut this season after being introduced as the league's 13th expansion team in 2023. Before the onset of the current season, Sephora announced a multiyear founding partnership with the Valkyries, following a successful partnership with the three-on-three pro league