Glam meets game

As women’s sports surge in popularity, generating an estimated USD 1.3 billion in global revenues in 2024, beauty brands are capitalizing on this momentum. With increased visibility from major events like the Olympics, beauty labels are strategically aligning with female athletes and sports teams. Brands like K18, Sephora, Fenty Beauty, and Glossier are seizing the moment through sponsorships and partnerships with top athletes, such as Simone Biles and Allyson Felix. The growing fanbase for women’s sports, coupled with gender parity at the Olympics, presents a lucrative opportunity for beauty companies. However, marketing beauty in sports requires creativity, as it's less visible on the field compared to fashion. Successful brands have navigated this challenge by leveraging digital platforms, social media, and athlete endorsements to boost visibility. This synergy between women’s sports and beauty brands is driving both industries to new heights.

Source: Deloitte, December 2023