NYX Professional Makeup, which recently named a new global brand president, has signed with the New York Liberty as the basketball team’s official makeup sponsor—marking the team’s first partnership with a cosmetics company.
“We are proud to partner with the New York Liberty, a marquee franchise of the WNBA, to bring greater visibility to women’s sports. Our shared commitment to our communities is to foster a culture of empowerment and self-expression and engage with NYX Professional Makeup and the NY Liberty fans on and off the court. With the NY Liberty entering the playoffs, on their quest for their first ever WNBA Championship, we celebrate this moment for our entire NYX community to cheer on this amazing team,” said Yasmin Dastmalchi, General Manager at NYX Professional Makeup.
This partnership marks NYX Professional Makeup’s entrance into sports, as the brand is looking to expand its presence to a new audience and authentically connect with its fan base by meeting them where they’re at.
NYX Professional Makeup’s goal and mission is to provide accessible, pro-level makeup to all to empower self-expression that proudly celebrates “the most authentic version of you.” NYX Professional Makeup sees this partnership as an exciting opportunity to reach a new fan-base made up of more unique individuals.
As a part of this partnership, which will run through the playoffs and likely beyond, NYX Professional Makeup will be surprising fans with New York Liberty x NYX Professional Makeup glam kits. As a brand, NYX Professional Makeup is excited to continue to shine light on women’s sports and female led-initiatives – when one woman wins, we all win.
Other Beauty Brands and the WNBA
This move by NYX Professional Makeup is part of a larger trend of beauty brands partnering with the WNBA.
Earlier this year, the WNBA entered a multi-year partnership with Mielle, making the black-founded and woman-led beauty brand an Official Marketing Partner and the Official Textured Hair Care Partner of the league.
Also, in July, color cosmetics company Urban Decay announced a new partnership with three-time Women’s National Basketball Association (WNBA) champions, Los Angeles Sparks.
