Beauty
Fenty Beauty Enters the WNBA Arena as New York Liberty’s Official Beauty Partner
Rihanna’s iconic beauty brand teams up with the New York Liberty to promote empowerment, diversity, and game-day glam — just as men embrace wedding-day makeup in growing numbers.
Rihanna’s Fenty Beauty and Fenty Skin have just scored big in the sports world — this time, off the court. The beauty empire has become the official beauty partner of the New York Liberty, marking its first-ever WNBA team sponsorship and adding new energy to the intersection of sports and self-expression.
“There is no energy and spirit like New York City’s,” said Rihanna in a statement. “And the women of the New York Liberty exemplify such beauty, power and strength.” Known for breaking barriers in the beauty industry with its inclusive shade range and bold formulations, Fenty is now bringing that same ethos courtside.
As part of the partnership, Fenty Beauty branding will appear on the team’s warm-up jackets and shooting shirts, both home and away. But the collaboration doesn’t stop at the uniform. Game-day fans can expect in-arena activations, exclusive product drops, and even appearances by Liberty mascot Ellie the Elephant decked in Fenty flair.
This collaboration comes as beauty and sports continue to evolve together, with the WNBA setting viewership records and driving cultural conversations. Beauty brands like Glossier, Mielle, Urban Decay, and Sephora have already tapped into this energy. But Fenty’s full-team approach and deep New York roots make this partnership a standout.
Meanwhile, beauty’s boundaries are expanding far beyond women’s sports. According to Pinterest, searches for “groom makeup” are up 42%, and content tagged with men’s beauty trends has risen 31% year-over-year on platforms like TikTok and Instagram. Men are embracing foundation, concealer, and skincare routines for weddings and beyond — reflecting a cultural shift where beauty is no longer gender-exclusive, but a tool of personal expression.
“Whether on the court or at the altar, people want to look and feel their best,” says Heather Fisher, CMO of Fenty Beauty. “Our mission of ‘Beauty for All’ means celebrating strength, identity, and individuality — wherever you show up.”
As Fenty helps the New York Liberty players shine both on and off the court, the brand reinforces a broader movement where beauty, sports, and self-confidence unite in powerful new ways.