Elevated Expression: The Rise of Beauty Partnerships in the WNBA

There’s no denying how far the WNBA has come over the past few years. The league we know now sells out arenas and hosts games that generate higher viewership than ever before. Last year, the WNBA hit a record of over 54 million unique viewers across ABC, CBS, ESPN, ESPN2, ION, and NBA TV, per the WNBA. It also had the highest attendance in 22 years (up 48% from the previous season).

To no one’s surprise, the rise of the W has also led to increased partnerships. But up until 2020, when Glossier became the first official beauty partner of the WNBA, the league was brimming with untapped potential. “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],” says Veronika Ullmer, head of global integrated communications, partnerships, and impact at Glossier. “At the time, it was an unprecedented move by a beauty brand, and the 360-degree way we have worked with the W is certainly a model we would look to continue and build upon.”

Five years later, the brand still believes in the power of beauty in sports, so much so that Glossier expanded its contract last year. “From the start, we have always believed that beauty and sports are not mutually exclusive,” says Ullmer. “With the growing visibility of women’s sports and the influence of the athletes, there has been a shift within our culture. Female athletes have become a different type of influencer, as they redefine beauty standards that empower women.” In many ways, Glossier spearheaded the rise in beauty partnerships not just in the WNBA but all across women’s sports. Now, fans see a mix of brands, including Covergirl, Maybelline New York, Essie, and Laneige, taking similar steps.

One powerhouse in the hair care space went straight to the source. In 2023, Mielle Organics was announced as the WNBA’s Official Textured Hair Care Partner and Official Marketing Partner. The brand mainly provides hair products for players and gives out products at major events. In April, the WNBA put out a statement stating it was working with Mielle to launch a new HBCU Event Intern Program launching at All-Star Weekend.

Two thousand twenty-three also marked the year when brands began partnering with specific teams rather than the entire league. For example, Urban Decay led the charge, partnering with the Los Angeles Sparks. The brand provided makeup artists to prep players for their headshots and media day, gave athletes products, branded the player tunnel, and worked on charitable initiatives. “Now, more than ever, female athletes are leaning into the freedom of expression, getting their well-deserved time in the spotlight and gaining a loyal fan base,” says Fernando Febres, head of U.S. marketing for Urban Decay. “By partnering with women’s sports, we get to reach diverse and engaged communities and tell athletes’ stories of dedication and success.”

The brand went a step further when they zeroed in on Sparks Forward Cameron Brink, announcing her as an ambassador after renewing its contract with the team in 2024. According to Febres, having Brink, a player well-known for her tunnel looks and self-expression through makeup, as a face of the brand was an organic fit. “Cam isn’t afraid of leaning into her femininity, and fearlessly, [she] owns every facet of who she is,” says Febres. “When we think of Cam, we think of how she is a powerful testament to unfiltered confidence.”

In May, Fenty Beauty and Fenty Skin were announced as the New York Liberty’s official beauty partner, providing branded gear, fan activations at Barclays Center, and marketing initiatives with the athletes. “New York marked the beginning of Fenty Beauty’s journey," says Heather Fisher, SVP of global marketing for Fenty Beauty. “Our love for New York runs deep,” she says, noting the launch of Fenty Beauty that was held in Brooklyn in 2017. According to Fisher, every action taken by Fenty Beauty reflects its founder's personal connections, inspirations, and values, including the brand's decision to partner with the New York Liberty. “They bring the same sense of unapologetic dedication to basketball that we bring to beauty, wanting everyone to feel seen and celebrated,” she says.

In addition to this being its first WNBA team partnership, it’s also the first time Fenty Skin and Fenty Beauty have come together as sponsors. “We’re really showing the interconnectedness of skincare, makeup, and performance through this partnership, and having fun with it, too,” says Fisher. “We love that we’re able to empower every player with whatever beauty routine they want to have to look, feel, and perform at their best.”

The rapid increase in interest around the WNBA has also led to expansion teams, such as the Golden State Valkyries, and beauty brands have been quick to spot new opportunities. “When [Sephora] caught wind of a WNBA expansion team coming to our home base in the Bay Area, exploring how we could potentially collaborate was a no-brainer,” says Celessa Baker, vice president of marketing partnerships for Sephora U.S.

The Valkyries made their on-court debut this season after being announced as the league's 13th expansion team in 2023. Ahead of the current season, the retail giant announced a multiyear founding partnership with the Valkyries following a successful partnership with three-on-three pro league Unrivaled at the top of the year. As a result, the team’s 31,800-square-foot Oakland-based training facility has been rebranded as the “Sephora Performance Center,” but it doesn’t stop there. The locker rooms, strength and conditioning areas, recovery rooms, practice jerseys, and courts are all Sephora-branded. There’s even a Sephora Glam Room and vanity space with products for their media days—something that Baker points out is not typically provided by teams or leagues. The partnership isn’t just a strong strategic play that aligns with the brand's values. It also offers a natural geographical alignment that promotes collaboration since San Francisco is currently the base for Sephora’s U.S. headquarters and innovation hub.

There’s a clear case for community building that makes long-lasting impacts. During games, fans can enjoy a Sephora kiosk stocked with beauty products for purchase and a “Sephora Sounds” DJ booth, which spotlights underrepresented, emerging artists. Behind the scenes, players make exclusive Sephora-sponsored digital content to connect with their fans. And off the court, there’s a collaborative project in the works to develop a program for the Bay Area to create access to support economic development and community empowerment. “Generally speaking, impact for us goes beyond brand visibility—it’s about cultural resonance—and success means being part of a broader dialogue that redefines what beauty represents,” says Baker. “We want to impact the trajectory of women's sports by investing in leagues, teams, and players, while also pulling beauty into the conversation.”

Glossier has taken similar community-related initiatives. The brand refurbished the two Tompkins Square basketball courts last year in New York City with the help of artist Na Chainkua Reindorf and sponsored a young women’s summer league at the park (which it will support again this year). It’s also partnered with nonprofit organization Good Sports to donate basketball equipment and apparel to five communities with basketball programs for girls.

From a business and community perspective, it’s clear that when executed thoughtfully, these partnerships pay off by bridging the gap between two ever-growing industries. For the athletes, though, major deals open the door to a different kind of longevity that affects them personally and professionally. Not only do they break the one-dimensional mold that often shapes how athletes are viewed, but they also set them up for long-term success and knowledge on how to market themselves to engage with their fan bases. “Beauty partnerships have been some of the biggest highlights of my career recently,” says New York Liberty forward Isabelle “Izzy” Harrison. “As a WNBA player, I have a lot of basketball fans, but when I’m doing things [related to] beauty, I get to connect to that world, and I truly love it because I feel uplifted by both groups in my career." Beauty partnerships allow Harrison to reach a different type of fan that she's otherwise been detached from in the past. "[They] are giving me a new community to interact with."

With every campaign experience, athletes like Harrison and Brink develop a better understanding of what it means to be a businesswoman in beauty. It also increases the chances of athletes feeling more comfortable pursuing their own beauty-related opportunities. Harrison grew up with a strong knowledge of all things beauty as someone who watched her mother and six sisters use beauty products. “I've always been into skincare, so I would love to go and create my own line,” says Harrison. “It's been a dream line for about five years now. I have the name picked out and everything. I'm just waiting on the right support and leadership to do it.”

Unlike the WNBA, most NBA players can finance their off-court business ventures comfortably. In terms of salary, the current highest-paid athlete in the WNBA makes an annual average salary of $252,450 (earned by Jackie Young, veteran guard for the Las Vegas Aces). This is a big gap compared to the highest-earning NBA player, Steph Curry, who makes $59.6 million as a point guard for the Golden State Warriors. While it doesn’t even the score, beauty partnerships can earn players anywhere from $300,000 to $500,000, per Vogue Business. “These partnerships have definitely opened a lot of athletes' eyes to the money that's out there. I mean, you see it happen all the time to celebrities and influencers, and professional athletes should be no different,” says Harrison. “[Brands] are beginning to see our tunnel walks, our pregame routines, how we prepare for the court, and how great we look after sweating and competing against each other," she continues." We’re walking advertisements for ourselves and also the jerseys that we put on our backs.”

When you do the math, the numbers across all metrics indicate the true value of these deals. Whether it be for the brands looking to grow and connect with new communities or the players who are creating a name for themselves on and off the court, sports fans and beauty lovers alike can feel the significance as these partnerships continue to surpass expectations that are reshaping both industries for the better.