Glossier

Whether it’s Sephora’s collaboration with the Toronto Tempo or Cameron Brink’s introduction as the face of Urban Decay, beauty brands are betting big in the world of sports. From Formula 1 to basketball, we’re starting to see these two sectors colliding — a decision, for many brand leaders, that is rooted in a belief that both industries share core values of self-expression, confidence and breaking boundaries. From empowering athletes to engaging with diverse audiences, the intersection of these universes is shifting perceptions and creating powerful conversations that go beyond conventional sponsorships.

We spoke to industry executives like Charlotte Tilbury, Rachel Berg and Patrick O’Keefe to uncover why beauty is so invested in the sports space and how these collaborations empower the next generation of athletes.

What’s Inspiring Industry Leaders to Invest In the Sports Sector?

For many brands, the move into the sports sector is driven by community. “Our commitment to listening to and learning from our community led us to the sports sector. They are passionate about sports and self-expression, making this a natural direction for our brand,” says Patrick O’Keefe, Vice President of Integrated Marketing at e.l.f. Beauty. As beauty and sports both celebrate confidence, collaborations feel like a natural fit. Sports contain the power to push limits, inspire confidence and create cultural impact.

Beyond just visibility, it’s about aligning with athletes who share the brand’s core values. Charlotte Tilbury, founder of Charlotte Tilbury, shares, “We’re committed to reshaping conventional sponsorships and pushing boundaries, just as we have always done as a disruptive brand at the forefront of innovation. I am passionate about representation, inclusion and diversity.”

She feels that women are significantly underrepresented in sports, but Tilbury believes that these partnerships make a real difference. “Just as we’ve seen in football, cricket and now the Americas Cup, [sports] are an arena where women can excel and the world wants to see more of.” The idea is that athletes, much like beauty icons, can inspire the next generation to dream bigger and embrace their authentic selves.

Breaking Barriers and Expanding the Audience

Aligning with athletics is more than just a branding opportunity. “Sports have the unique power to bring people together and inspire change,” says O’Keefe. This crossover between the two industries allows brands to challenge traditional norms and engage with fans in exciting, new ways. By partnering with athletes who are pushing boundaries, brands can help shift perspectives on both beauty and sports. Moreover, these types of collaborations aren’t just about reaching new audiences — they’re also about providing them with the confidence to embrace beauty in unconventional spaces.

Where We’re Seeing Beauty and Sports Collide

Charlotte Tilbury is an official partner of Formula 1 Academy, the first-ever beauty brand partnership with the racing sport. “Through this sponsorship, I can be part of the crucial network that’s needed to help these women continue their journey in racing. I hope I can reach a whole new audience and inspire the next generation of girls to continue breaking the status quo and see that they can also achieve their dreams.”

Recently, e.l.f. announced that it is partnering with the National Women’s Soccer League for the next three years. They will collaborate with trailblazers like Billie Jean King, Katherine Legge and Anastasia “Tas” Pagonis. For the brand, sports are integral to its marketing. Additionally, the brand frequently releases campaigns centered around major sporting events, like the Super Bowl.

You can find other major examples in Glossier‘s partnership with the WNBA and Ole Henriksen’s years-long interest in the sports arena. “This isn’t the first time we’ve partnered up with athletes as a brand. In the past, we’ve also partnered with Mondo Duplantis and Suni Lee,” says Rachel Berg, Vice President of Marketing at Ole Henriksen. “For [our brand], it is less about the sector and more about connecting with athletes and personalities who align with our core brand values, including Jared McCain and Matas Buzelis.”

Empowering the Next Generation

Ultimately, the goal for many beauty brands investing in sports is to create lasting cultural change. “We’re focused on increasing women’s representation in sports, elevating the voices of trailblazing athletes and making the best of beauty accessible to every eye, lip and face,” says O’Keefe. By empowering athletes, especially women, in traditionally underrepresented spaces, beauty brands are helping to shape the future of both industries. “I hope we can introduce more people to our brand and impact their lives through our founding philosophies and our clinical skincare solutions,” states O’Keefe.

Looking to the future, beauty brands are excited about the growing integration of beauty and sports. “Beauty and sport are becoming more intertwined as more brands see the potential and value of these partnerships. As a female founder of a beauty brand, it’s so important to me to support the next generation of women in sport to become rule breakers and change makers,” states Tilbury. These interactions not only drive new partnerships but also ensure that beauty continues to evolve alongside the sports world.

“I think we’ll continue to see beauty brands play in the sports world. This isn’t a new thing, but we are certainly seeing more of it year over year,” says Berg. With each new partnership, beauty brands are helping to break down barriers and pave the way for the next generation of athletes and fans to thrive, dream big and embrace their most authentic selves.

While you’re here, check out our interview with Chillhouse founder Cyndi Ramirez.