Hey sports fans,
Thanks for coming back for the second quarter of Adhoc’s beauty trend report. Today we’ll be kicking the can around the continued expansion of beauty into sports.
Beauty has constantly been expanding its universe and who can be a part of it. Moments like Fenty’s foundation line release is a landmark far beyond the aisle. In recent years, sports legends like Ilona Maher, Coco Gauff and Serena Williams have been welcomed with open arms as beauty and fashion icons with Serena Williams launching her makeup line Wyn Beauty in 2024. This holistic love and adoration towards these athletes is actively shaping the way young girls see futures for themselves.
Brands have taken notice,
Glossier became the first beauty sponsor of the WNBA in 2020, the first of which was their Body Hero campaign featuring Sue Bird. Their support expanded; sponsoring the 2024 US Olympic team and revitalizing a Lower East Side Basketball court last year with Na Chainkua Reindorf and Project Blackboard.
This spurred a watershed of beauty brands showing their support for the WNBA; Fenty x NY Liberty, Covergirl x Chicago Sky, Urban Decay x LA Sparks, and Sephora x Golden State Valkyries.
This overflowing interest from beauty brands in women’s sports doesn’t stop at the WNBA. In the last year and a half e.l.f. sponsored a women's wrestling tournament, Ilia partnered with Paris Saint-Germain’s football club, and Charlotte Tilbury became the first beauty sponsor of F1.
The majority of these collaborations are focused on natural, easy-to-throw-on glowy looks that can keep up with the active lifestyles of pro athletes. There is still significant growth to happen in this category - by continuing to push the boundaries of respectability and femininity.
Muscle Mamis are on the rise, last year Love Lies Bleeding’s Katy M. O'Brian tugged at our collective p*ssy stings while fitness creators like Leanbeefpatty, and pro wrestlers like Rhea Ripley have us wiping drool off our FYPs. Gen Z is hungry for the dramatics of WWE; sparkling hot pants, herculean figures dripping with sweat, and the occasional kiss (of death).
From URL to IRL wrestling has taken over LGBTQIA+ nightlife. The Louisiana collective Choke Hole has been traveling the nation, The famed LA T-Boy Wrestling just touched down in NYC and Twinks VS Dolls hosted their third pride celebration sponsored by Mac Cosmetics.
For quite some time trend forecasts have been shoving down our throats that Gen Z wants to: 🐰🌈🪩 express themselves 🎀🎨✨
But they also want to: 👩🎤🤬🪑 express themselves. 💥😈💪.
It’s time to rage.
See how we want to bring this to life in our full report:
