Beauty Brands Are Investing In Women’s Sports. Here’s Why

For decades, women’s sports were relegated to the back, not because audiences lacked interest, but because institutional support was far and few in between. Investment was minimal, media coverage was sparse, and infrastructure lagged far behind. The consequences were far-reaching: not only did athletes face inadequate pay and subpar facilities, but the entire enterprise was trivialized, often reduced to a punchline in the broader sports discourse.

However, that narrative is changing, and fast. Women’s sports, especially basketball, are experiencing a remarkable surge. Both the NCAA and WNBA have seen major growth in viewership. The 2024–25 season ended with viewership up 3% from the record-breaking 2023–24 season, which saw 18.9 million viewers in their championship game, while the WNBA saw a stunning 41% increase. The 2024 WNBA Finals drew historic crowds, averaging 18,518 fans per game. Now, brands and investors are finally taking notice.

Certain women’s sports—such as tennis, gymnastics, and golf—have long been considered “marketable” and widely popular. These sports have attracted significant brand endorsements, with the LPGA (The Ladies Professional Golf Association) securing over 1,000 sponsorship deals and the WTA (Women’s Tennis Association) surpassing that mark as well. However, women’s soccer and basketball are now experiencing unprecedented levels of viewership and audience attendance. Beauty brands, in particular, are beginning to take notice.

The first beauty brand to invest in women’s sports was Glossier, which became the WNBA’s first official beauty partner, The WNBA played its first season in 1997, but didn’t have an official beauty partner until Glossier came aboard in 2020. Glossier originally launched their partnership with a Body Hero campaign, with the campaign starting in the 2020 WNBA Bubble season and featuring WNBA legend Sue Bird among other players such as Natalie Achonwa and Gabby Williamsm. This campaign was apart of their first ever body products that included an oil body wash and body cream. Kyle Leahy, the CEO of Glossier, tells Forbes “Glossier and the WNBA’s relationship has evolved into a full-fledged partnership as we continue to spotlight the league’s diverse and self-expressive athletes in national promotions and campaigns, (e.g., Stretch Complexion launch in ‘23 starring Izzy Harrison, Ariel Atkins, Stephanie Soares, Diamond Miller, Natalie Achonwa, and Brea Beal and Lip Gloss in ‘24 featuring Bri Jones, Didi Richards, Skylar Diggins-Smith and Ezi Magbegor).”

But Glossier’s investment in women’s sports didn’t stop there. Additionally, Glossier has sponsored the US women’s national basketball team as they participated in the 2024 Summer Olympics, coordinated influencer, press trips to games, and participated in the 2024 and 2025 WNBA draft where they were the official beauty partner of the WNBA. Leahy continues “The partnership has also grown beyond the league, Glossier refurbished the two Tompkins Square basketball courts last year and sponsored the young women’s summer league in the park, and continues to do so this summer season.”

While the gap between sports and beauty may seem wide, a growing number of players are showing up to the court in full glam thanks to the accessibility and involvement of these brands. Athletes like Rickea Jackson, Dijonai Carrington, and Angel Reese are some to name a few. Glossier’s CEO Leahy emphasizes this sentiment, “From the start, we have always believed that beauty and sports are not mutually exclusive.” She continues ” Our belief in the power of girls and women in sports, and the incredible women of the WNBA, is what led us to become the WNBA’s first beauty partner in 2020.” According to UN Women, Eighty per cent of female Fortune 500 CEOs played sports in their formative years, emphasizing the “profound impact of early exposure to sports on women’s development and ability to reach their full potential.” Leahy states, “Our commitment to the league began well before the WNBA was catapulted into the zeitgeist this year, we’re happy more and more people are taking notice.”

The spirit of the WNBA is very familiar to Glossier, “we both have a vision to disrupt the status quo. We challenge accepted norms, each in our own way as individuals and as entities, and are fueled by a shared passion for what we believe in: our values,” says Leahy.

And they plan to impact more within the sports realm in the future, to continue Glossier’s dedication to basketball, the launch of their limited edition Glossier pink basketball with Franklin Sports is going to help donate critical basketball equipment and apparel to girls’ basketball programs across 5 communities in need.

After Glossier’s announcement, other beauty brands quickly began to follow suit. Charlotte Tilbury launched a sponsorship with Formula 1, Sephora partnered with Napheesa Collier and Breanna Stewart’s Unrivaled league, and there’s been Sephora sponsorships within two WNBA teams—the New York Liberty and the Golden State Valkyries. And most recently, we’ve seen E.L.F. invest in the National Women’s Soccer League.

Another standout team beauty sponsor has been ILIA within Paris Saint Germain’s feminine. In May of 2025, ILIA announced their partnership with the club via Instagram with the messaging of “telling stories of high performance without compromise + to empower women to compete at the highest level of sport.”

Sasha Plavsic, founder of ILIA Beauty, told Forbes that the partnership was born from a personal connection. “As a mother and female-founder, I feel a strong connection to and joy for the rise in women’s sports as it is a natural and necessary space for female empowerment,” Plavsic said.

She continues, “I’ve always believed that women deserve as much admiration and attention as their male counterparts, especially as a mother to young daughters.” For her, she was “so glad” to see the world “turn their eyes further to celebrate these extraordinary women in the world of sport, and in the world in general.”

This partnership had been in the works for “some time,” as investing in sports had long piqued the founder’s interest. But it wasn’t soccer specifically that sparked the pivot, it was the place. “As you know, Paris holds a special place in my heart, having lived and worked in Europe for a number of years, so partnering with a Parisian women’s sports team felt like such a natural fit for us and flowed so organically from inception.”

For ILIA, the focus isn’t on bridging a gap between sports and beauty, but rather on highlighting what they have in common. “With the belief that beauty begins from within and as a brand that focuses on wellness, we’ve found a partner in Paris Saint-Germain to tell the story of no-compromise performance for women, and I look forward to watching that story unfold next season.”

And while the idea of women’s empowerment, bonding, and representation is powerful in theory, it would be remiss not to acknowledge what the brands are gaining in return: rising exposure. With superstars like Caitlin Clark, Paige Bueckers, Angel Reese, and Trinity Rodman headlining their respective leagues, and building massive followings beyond their sports, brands are eager to align themselves with that momentum.

Whether it’s Madison Reed’s name printed on the court or Shark Beauty hosting an NCAA tournament, these companies aren’t just showing up, they’re getting a significant return on investment. In 2023, Angel Reese’s name, image, and likeness (NIL) valuation jumped during the week of the Final Four, alongside a spike in her follower count. According to On3, her valuation reached $876,000 by the end of the tournament—a $485,000 increase in just one week.

Paige Bueckers, a name that echoes not just on ESPN, but across TikTok, has amassed over 2.7 million followers on Instagram and 3.8 million on TikTok. According to NCAdvertiser, she has also become a lure for NIL deals. She’s landed partnerships with Gatorade, StockX, and Cash App, and was the first NCAA athlete to sign NIL deals with both Gatorade and Nike. And her first beauty brand collaboration came from Madison Reed during her time at UConn, is no exception.

While at UConn, Bueckers launched her own ColorWonder hair care shade, “UConnic Blonde,” which not only drove sales but also brought in new followers and expanded the brand’s audience. The choice to work with her was intentional. “Paige harnessed her powerful social influence to make this a truly digital-first launch,” says Madison Reed CEO and founder Amy Errett. She continues, “She crowdsourced the name for her signature shade, receiving thousands of submissions in the first hour. Paige also unveiled the limited-edition shade on her Instagram and TikTok, inspiring her followers to share their own ‘UConnic Moments.’”

“I’ve been very impressed by Paige’s connection to giving back to the community, and that was an important part of this collaboration,” Errett says. As part of the launch, Madison Reed made a $10,000 donation to the UConn Women’s Basketball Team. Additionally, in partnership with Paige, a portion of proceeds from UConnic Blonde sales is being donated to Good Sports, Inc: an organization dedicated to driving equitable access in youth sports by providing high-need communities with essential gear to reduce costs.

“With the launch of our ColorWonder demi-permanent hair color, we were looking for a way to authentically engage a Gen Z audience by spotlighting athletes whose confidence and individuality resonate with a new generation that embraces self-expression,” says Errett.

“Our 360-degree partnership connects us with the power of the UConn fans through first-of-its-kind court naming rights, on-campus and game-day events, as well as direct partnerships with athletes,” she continues. Madison Reed was drawn to this particular team not only because the founder is an alumna, but also because “these women are examples of how passion, determination, and focus to succeed on the court apply to future professional endeavors. From the beginning, we knew we wanted to offer more than a sponsorship and create real opportunities beyond the court.”

For Madison Reed, this unique opportunity, described by the founder as “not typical,” includes providing Team ColorWonder with an equity stake in the Madison Reed business, opportunities to franchise a Madison Reed Hair Color Bar in the future, access to internships with Madison Reed for UConn students for class credit, and exposure to Madison Reed’s internal and external networks.

“We were inspired by the long history UConn has had in recruiting and developing female athletes who are trailblazers pushing the boundaries that Paige Bueckers, Azzi Fudd, and the UConn team embody,” Errett explains. “And UConn is a powerhouse with a highly engaged audience. It is exciting to be the first female-founded, grad-founded brand with court naming rights at UConn.”

But the partnership didn’t end in college, his endorsement followed Bueckers as she was drafted to the Dallas Wings.

“We watched draft night eagerly, knowing that we would be joining Paige on the next stop of her athletic journey,” says Errett. The brand launched a partnership with WFAA in Dallas, celebrating the impact of women’s sports and the power of confidence with a new broadcast ad and sponsorship of their halftime coverage with “Empower Plays” and a fourth-quarter “Game Changer” segment.

Looking ahead, Errett shares, “I’m heading down to Los Angeles next week to host the UConn team at our Madison Reed Hair Color Bar for a fun, confidence-fueled ‘Get Ready With Me’ event for the ESPYS, where they are nominated for Best Team. We are offering professional hair styling—color, gloss, blowouts—for all UConn players attending the event.”

Women’s sports is a profitable industry that will only continue to grow, And while many beauty brands are still figuring out how to authentically bring their commitment to empowering women through sport to life, the interest is clear. Who knows? Maybe one day Suni Lee could be the next face of M.A.C, or Diana Taurasi the face of Milk Makeup. What’s certain is that the connection between beauty and women’s sports is eminnent.