At the 2024 Olympics, Beauty Brands Put Their Game Face On
It's no secret that beauty brands are increasingly courting athletes. Over the past year, a swell of cosmetics giants — Glossier, NYX, and Charlotte Tilbury among them — have inked partnerships with sports teams and star players.
The growing sports-beauty connection will culminate at the 2024 Olympics in Paris, where over 10,000 athletes and a projected 300,000 spectators will encounter activations from skincare, makeup, and hair care labels.
At the surface, beauty and sports might seem at odds: Athletic performance is largely reliant on mental and physical conditioning, not outward appearance.
But as athletes increasingly position themselves as brands, beauty deals present an opportunity for them to expand their partnership potential beyond, say, sneaker and sportswear campaigns. Plus, athletes the picture of peak wellness, a draw for many beauty brands doubling down on the importance of inner health.
From Glossier to K18 to Sephora, these are the beauty brands putting their game face on for the 2024 Paris Olympic Games.
Conair
Conair, known for its hair care appliances, partnered with track and field star Masai Russell to promote the Girlbomb, a body hair trimmer that can be used on the underarm and bikini area. In a "GRWM" video, Russell — who finished first at the Olympic Trials in the 100 meter hurdle — incorporates the epilator into her pre-practice routine (anything to prevent air resistance!).
Coty Inc.
Coty Inc., adidas' fragrance and beauty licensee, is partnering with the sportswear giant on adidas House, an over 16,000-square-foot space where athletes can receive services like makeup touch-ups and nail art. The two-level location will also include a sports bar, rooftop terrace, and a "calm zone."
Dermalogica
Dermalogica recruited three US athletes — Dalilah Muhammed (track and field), Kristen Nuss (beach volleyball), and Taryn Kloth (beach volleyball) — to appear in a series of social-first videos championing its Dynamic Skin Recovery SPF 50 sunscreen.
Fenty Beauty
Rihanna's Fenty Beauty is a "premium partner" of the Olympic and Paralympic Games. RihRih's cosmetics empire will gift makeup kits containing products like Fenty's foundation, lip gloss, and setting powder to 600 volunteers who are awarding athletes medals.
Glossier
Expanding on its pre-existing partnership with the WNBA, Glossier is the official beauty partner of the USA Basketball Women's National Team. In addition to gifting team members products, Glossier will also launch social media content, advertisements, and "community engagement moments" involving the athletes.
K18
Simone Biles, the most decorated gymnast of all time, kicked off a two-year ambassadorship with hair care brand K18 in June. Biles’ hair stylist, Jasmine Johnson, also joined K18 as an ambassador — according to a press release, the duo are fans of the brand's Molecular Repair Hair Oil and Leave-In Molecular Repair Hair Mask, both of which work with the extensions Biles wears.
Kiss Nails
Gymnast Suni Lee partnered with Kiss as the face of the nail care brand's new Salon X-tend soft gel extensions, which are easily applied at home. "Flexibility, weightlessness, and strength are essential qualities for both gymnastics and a competition ready manicure," Lee said in a press release, adding that Kiss' Salon X-tend nails are durable enough to withstand even the most extreme jumps and tumbles.
Mad Rabbit
Mad Rabbit, purveyor of tattoo after care products, is gifting its balms, gels, and moisturizers to Olympians who have Olympic ring tattoos — something of a badge of honor for decorated athletes. Swimmer Chris Jacobs, who has three sets of Olympic rings inked across his body, is believed to have started the trend over 30 years ago. Today, the likes of Simone Biles, Tara Davis-Woodhall, and Mary Tucker all proudly sport permanent rings.
Milani Cosmetics
Milani Cosmetics has partnered with gymnast Jordan Chiles, WNBA player Sabrina Ionescu, volleyball star Chiaka Ogbogu, and weightlifting champion Mattie Rogers to promote its Make It Last Setting Spray (one of the brand's most popular products) in a series of social media posts and advertisements airing on streaming channels.
Olay
Olay's newly launched Cleansing Melts are the official face wash of Team USA. The skincare brand has partnered with Sha’Carri Richardson (track and field), Athing Mu (track and field), Rose Lavelle (soccer), Natalia Grossman (climbing), and gymnast turned commentator Laurie Hernandez to introduce the product, which will be provided to athletes as part of their welcome kits.
Procter & Gamble
Procter & Gamble — parent company to brands like Pantene, Mielle, and Gillette — has erected a salon in the heart of the Olympic and Paralympic Village where athletes can receive complementary hair and nail services. The concept behind the pop-up: To put athletes in a positive mood so they can focus on competing.
Sephora
Sephora helped sponsor the Olympic Torch relay, which took place in Marseille back in May. The beauty retailer set up activations, open to the public, at over 40 locations throughout the relay route. The pop-ups offered educational sessions, giveaways, and special prizes that could be won by competing in games.
Schwarzkopf Professional
Schwarzkopf Professional's "Up Your Hair Game" campaign launched in July with the help of tennis champion Venus Williams, basketball player Megan Blunk, and gymnast Aly Raisman.
