From Glossier to ILIA, beauty brands are investing in women’s sports—tapping into rising viewership, star athletes, and a new era of cultural influence.

The contrasting worlds of beauty and sport are now more aligned than ever with huge brands investing in big collaborations. Here, a writer discusses why.

The beauty industry is officially betting on sports. Some may try to chalk this up to the Taylor Swift effect, but that doesn’t give women—and their varied, multifaceted interests—enough credit.

Sponsors have not always flocked to women's sport, or targeted female fans, but they are now realising the potential of reaching women, and embracing femininity in sport.

Beauty and personal care are integral parts of the culture around women’s sports, says Tara Parashar at Ear to the Ground. So, why aren’t more beauty brands partnering with teams and athletes?

Women's basketball is an untapped area that the beauty industry could thrive in. Read why the relationship could work.

The founder of ONA Creative talks which female athletes are crushing social media, why reputation matters and where brands are missing out on opportunities.

Tis the season for championship titles, winning streaks and Hail Mary moves to secure one last chance at a spot in the ...

Simone Biles once claimed that women's gymnastics was seen as a beauty competition compared to men's gymnastics where appearances didn't matter as much.

Story by Grit, goals and glam: How beauty brands are making up for lost time and tapping into women’s sports Asli Pelit Wed, Aug 13, 2025 · 7 min read ...

8 Female Athletes Who've Defined Their Own Beauty Standards Olympians and world champions reveal how they overcame body shamers while conquering their sport ...