Although it’s taken quite some time, the general public is finally embracing and uplifting women’s sports, especially the Women’s National Basketball Association (WNBA). Naturally, brands are showing up as well, and not just the athleticwear and beverage sponsors you’d expect.

Over the last few years, the WNBA has seen a significant increase in fan engagement. Not only are more men tuning into games, but thanks to an overall rise in female interest across all sports, the league has seen a 21% surge in viewership since 2024 — and the beauty world has taken notice. From major names in makeup like Glossier and Sephora to skin-care giants Laneige and CeraVe, beauty brands are going all-in on collaborations, outfitting team tunnels for glamorous photo opps, stocking players’ lockers with endless product and holding giveaways for arena attendees.

Sephora’s CMO, Zena Arnold, said its partnership with the organization “[celebrates] the synergy between sports and beauty.” About Glossier’s hand in the game, WNBA Commissioner Cathy Engelbert reaffirmed the impact of the two industries joining forces, saying in a statement, “This collaboration between powerful brands demonstrates that visibility and empowerment matter, and that there has never been a better time to support multifaceted athletes of the WNBA.”

Below, we’re keeping score of the most prominent beauty partnerships happening with the WNBA, including city-specific teams and star players. Be sure to circle back for updates as more match-ups are revealed. 

Essie x New York Liberty

Announced in April, Essie is the official nail polish partner of the New York Liberty team, making the team’s mascot, Ellie the Elephant, the brand’s first-ever “celebrity” spokesperson.

Glossier x WNBA

In 2020, Glossier became the WNBA’s first beauty partner. Most recently, the brand sponsored the 2024 WNBA Draft, glamming all of the players ahead of the event.

Sephora x Golden State Valkyries

In April 2025, Sephora announced a multi-year partnership with the WNBA’s Golden State Valkyries. The beauty retailer is the naming rights partner to the team’s Oakland base, which was rebranded to the Sephora Performance Center earlier this year. The Sephora logo is also featured on the players’ jerseys.

Fenty Beauty + Fenty Skin x New York Liberty

In May 2025, Fenty Beauty and Fenty Skin became the official beauty partner of the New York Liberty team. As part of the deal, the cosmetics line will “help the team and fans get game-ready and have fun throughout the season in immersive, engaging and uplifting ways,” according to a press release.

Orly x Los Angeles Sparks

Orly is the latest brand to work with the Los Angeles Sparks, and the team’s first-ever official nail-care partner. The multi-year deal will include custom nail looks for players, along with a “Nail Check” camera courtside and a limited-edition Game Day glam kit available to purchase online at orlybeauty.com.

Mielle x WNBA

In July 2023, beauty brand Mielle became an official marketing partner and the official Textured Hair Care Partner of the WNBA. In a statement, Omar Goff, president at Mielle, said the brand “is committed to ensuring the queens on the court have superior products to confidently embrace their natural hair beauty.” 

CeraVe x Paige Bueckers

As part of its “Head of CeraVe” launch, the skin-care brand called on then-UCONN basketball player and now-Dallas Wings rookie Paige Bueckers to help lead the campaign alongside TikTok star Charli D’Amelio and NBA player Anthony Davis. 

Maybelline x WNBA

Last March, Maybelline New York became the first official beauty partner of the WNBA in Canada. The multi-year collaboration will “deliver fan engagement initiatives designed to inspire and celebrate all forms of beauty and build self-confidence through basketball,” as described in a press release.

CoverGirl x Chicago Sky

In May 2025, CoverGirl became the first official cosmetics partner for the Chicago Sky. Throughout the season, “fans can look forward to exclusive CoverGirl experiences at WinTrust Arena, including interactive branded moments, product sampling and giveaways,” according to a press release. 

Urban Decay x Los Angeles Sparks

As a sponsor of the Los Angeles Sparks, Urban Decay provides its makeup products to players throughout the season. The brand also named Sparks player Cameron Brink as a brand ambassador. Fans can shop Brink’s essentials at urbandecay.com.

NYX Professional Makeup x New York Liberty

As part of its sponsorship of the New York Liberty team, NYX Professional Makeup will host courtside giveaways and supply players with products throughout the active season. Yasmin Dastmalchi, general manager at NYX, told WWD that the partnership is “about giving visibility to women in sports, which is an area where we need to continue to fight for that inclusivity and that equality.” 

Laneige x Phoenix Mercury

During the 2024 WNBA All-Star Weekend, Laneige kicked off its partnership with the Phoenix Mercury, becoming the team’s official skin-care partner.

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