In 2025, Rihanna’s Fenty Beauty and Fenty Skin took a bold step into the world of professional sports, aligning with the WNBA’s New York Liberty in a dynamic partnership that underscores the growing synergy between beauty and women’s athletics. Announced on May 7, the collaboration makes Fenty the official beauty partner of the Liberty, just days before the team’s preseason game at Barclays Center on May 9.
Rihanna, who recently revealed her second pregnancy at the Met Gala, described the partnership as a perfect reflection of “beauty, power, and strength.” With Fenty’s emphasis on inclusivity and self-expression, teaming with the reigning WNBA champions was a natural move. The partnership features Fenty branding on players’ warm-up gear and shooting shirts, as well as in-arena experiences, including product giveaways led by New York Liberty mascot Ellie the Elephant.
This isn’t a one-off publicity stunt. The collaboration is part of a broader cultural shift, where women’s sports are no longer sidelined from high-profile brand deals. The Liberty, founded in 1997 and now playing in Brooklyn, won their first championship in 2024 after a record-tying 32-win season. Led by stars like Sabrina Ionescu, Breanna Stewart, and Jonquel Jones, they’ve become a WNBA powerhouse and cultural force. Their previous partnership with NYX paved the way for this elevated alliance with Fenty, a brand known for disrupting industry norms and championing diversity.
Fenty’s wide shade range and performance-focused formulas resonate deeply with athletes who demand durability and authenticity. CMO Heather Fisher emphasized the brand’s commitment to equity and representation, values echoed by the New York Liberty CEO Keia Clarke, who praised Fenty as a “trailblazing brand” aligned with the team’s message of individuality and confidence.
As WNBA viewership climbs, more beauty companies are investing in the league. Glossier and Mielle have already launched their own campaigns, but Fenty’s partnership feels especially impactful. It’s not just about makeup—it’s about visibility, empowerment, and redefining what it means to be strong, beautiful, and unstoppable.
For fans, this collaboration offers more than free samples. It’s a symbol of progress, a celebration of women, and a reminder that beauty and strength thrive side by side on the court and beyond.
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