Grit & Gloss: Beauty’s Boldest Plays in Sports This Summer
Beauty brands are rewriting the rules of engagement—and I’m here for it.
Hi, I’m Bianca!
This week, while Kara’s OOO, I’m guest writing The Beauty Chat. When I’m not scheduling social posts on the latest and greatest in beauty for Allure, I’m writing my own Substack, Grit & Gloss, where I explore the intersection of beauty, sport, and culture. I believe it’s important to amplify women’s voices and highlight the contributions that drive change, spark inspiration, and fuel innovation, so here’s a quick peek at my playbook.
🤠💄 Charlotte Tilbury is now the official beauty partner of the Dallas Cowboys Cheerleaders
This marks Charlotte Tilbury’s first-ever U.S. sports partnership. As the official beauty partner of the Dallas Cowboys Cheerleaders, the collaboration will roll out exclusive social content with the squad, brand pop-ups, and game-day touch-up stations at AT&T Stadium.
What really stands out to me is how intentional this move feels. Charlotte Tilbury has already made bold strides in backing women in sports, most notably as the first beauty sponsor of the F1 Academy. It’s clear the brand understands the power of these partnerships, not just for visibility, but for shaping culture and redefining where beauty belongs.
They’re not just putting makeup on high-performing athletes, but they’re showing up for women who perform at the highest level 📣
💄🏀 Covergirl is the official cosmetics partner of The Chicago Sky
Okay I’m kinda late with this, but can you blame me? The partnerships are coming in hot! This marks CoverGirl’s first-ever WNBA sponsorship, and it’s been a long time coming.
The brand began by activating at major sporting events and partnering with prominent athletes to produce organic social content that genuinely resonated with their audience. Those small wins helped pave the way for this official partnership, which now aims to amplify Chicago Sky players’ passion for beauty and self-expression while also inviting fans to tap in!
👊🏽💥💄 Maybelline New York is now the official beauty partner of the WWE
I used to be a huge WWE fan growing up, and although I’ve fallen out of touch with the fandom, it’s exciting to see beauty brands continuing to recognize the value of women in sports entertainment—especially beyond traditional beauty spaces.
Recently, Maybelline New York announced its partnership with WWE as the brand’s first-ever official cosmetics partner. With powerhouse talents like Bianca Belair and Charlotte Flair dominating the spotlight, embodying strength, beauty, and purpose through both their performances and advocacy, these partnerships send a powerful message about the evolving role of women in sports entertainment and the lasting impact it will have on fans around the world.
Thanks for reading this special edition of The Beauty Chat! Subscribe to Bianca’s Substack, Grit & Gloss, if you want more sports, beauty, and culture right in your inbox.