Health & beauty brands are winning with sports sponsorships

Sports and beauty might seem like an unlikely pairing at first glance; one is about sweat, grit, and endurance, the other is often associated with glamor, self-care, and artistry. But as health and beauty brands step onto the playing field -sometimes quite literally- they’re proving that this partnership isn’t just working, it’s thriving.

The power of representation

For decades, sports sponsorships have been dominated by energy drinks, athletic brands, and automotive giants. But as the conversation around inclusivity and representation grows, health and beauty brands are seizing the opportunity to redefine what it means to be an athlete, a fan, and a person in the spotlight.

When beauty and wellness brands step into sports sponsorships, they send a clear message: strength and self-expression go hand in hand. Whether it's through skincare, cosmetics, or personal care, these brands are reinforcing the idea that looking and feeling your best isn't just for the red carpet—it’s for the racetrack, the rugby pitch, and the tennis court too.

Ilona Maher x Maybelline: Beauty with bite

Ilona Maher, a powerhouse in women’s rugby and a viral social media sensation, is the perfect example of an athlete who blends toughness with authenticity. With her humor, confidence, and unapologetic approach to self-expression, she embodies everything Maybelline stands for: boldness, individuality, and empowerment. Maybelline’s collaboration with Maher isn’t just about marketing lipstick; it’s about breaking stereotypes. Women in sports can be fierce competitors and still embrace beauty, showing younger generations that they don’t have to choose between strength and self-care.

Maybelline’s continued support of Maher also demonstrates a broader shift in the beauty industry; one that recognizes diverse definitions of beauty and strength. By aligning with an athlete who refuses to conform to outdated norms, Maybelline reinforces its commitment to inclusivity and empowerment. This partnership sends a message to both aspiring athletes and everyday consumers: beauty is about self-expression, not limitation. The more brands champion figures like Maher, the more they help dismantle rigid perceptions of femininity in sports.

Charlotte Tilbury x F1 Academy: Driving diversity forward

As we know, Formula 1 has long been a male-dominated space. But initiatives like the F1 Academy are actively changing that. Enter Charlotte Tilbury; a brand synonymous with confidence and self-empowerment. By sponsoring female drivers in the F1 Academy, Charlotte Tilbury isn’t just promoting products; it’s championing visibility for women in motorsport. When young girls see a beauty brand backing their racing heroes, it reinforces the message that they belong in the driver’s seat, too.

The recent announcement that Charlotte Tilbury is returning for a second season in F1 Academy also sends a strong message. When values align -as well as a clear return on investment- sticking around and continuing support solidifies a partnership. This long-term commitment demonstrates that their sponsorship isn’t just a fleeting marketing move but a genuine investment in the future of women in motorsport. It shows that they believe in the program’s mission and the athletes it nurtures, reinforcing trust among fans, drivers, and the broader sports community.

Dove x Serena Williams: Redefining strength and beauty

Dove has long been a leader in pushing for real beauty standards, so its partnership with Serena Williams -arguably one of the greatest athletes of all time- makes perfect sense. Serena has faced scrutiny throughout her career for everything from her body type to her on-court expressions, yet she has remained an icon of resilience, grace, and power. Dove’s sponsorship celebrates that strength, aligning with its mission to challenge narrow beauty norms and encourage self-acceptance.

By standing alongside Serena, Dove reinforces its commitment to representation, proving that beauty is not about conformity but about celebrating one’s true self. This partnership resonates far beyond the tennis court; it speaks to millions who have ever felt the pressure to fit into predefined standards. Williams' journey, marked by perseverance and defiance of societal expectations, aligns perfectly with Dove’s ongoing mission to redefine beauty for future generations. The collaboration is a testament to the power of visibility and authenticity, ensuring that beauty remains accessible, empowering, and inclusive.

e.l.f. Cosmetics x Anastasia Pagonis: Beauty without limits

Paralympic gold medalist and blind swimmer Anastasia Pagonis is redefining what it means to be a beauty influencer in sports. As a fierce advocate for disability representation, Pagonis partnered with e.l.f. Cosmetics, a brand known for its commitment to accessibility and inclusivity. Through this collaboration, e.l.f. isn’t just promoting makeup; it’s making beauty more accessible to everyone, regardless of ability. Pagonis’ presence in their campaigns challenges outdated notions of who gets to be in the beauty industry and who gets to be celebrated as an athlete, sending a powerful message about inclusivity and self-confidence.

Why this works

Challenging stereotypes: These partnerships help dismantle outdated ideas about what beauty and strength look like. They show that femininity and athleticism are not mutually exclusive.

Tapping into underserved audiences: Women’s sports have long been underfunded and overlooked. By investing in female athletes and leagues, beauty brands reach engaged audiences who are eager to support brands that support them. 

Authenticity matters: The best brand partnerships feel organic. When an athlete genuinely connects with a brand’s message, their endorsement resonates on a deeper level, driving both awareness and loyalty.

Creating visibility: A lot of health and beauty brands stepping into sports are household names. When announcements for sponsorships land, they are in a position to open women’s eyes to new role models, potential passions and community

The future of beauty in sports

As more health and beauty brands step into the sports arena, the impact is undeniable. These collaborations aren’t just about selling products; they’re about rewriting narratives, increasing visibility, and making sports more inclusive for everyone. Whether on the rugby field, the racetrack, or center court, the message is clear: beauty isn’t just about how you look; it’s about showing up, standing strong, and owning your power.