Maybelline Partners with WWE for First-Ever Cosmetics Deal at Evolution

Maybelline New York, has made history by becoming WWE, the global leader in sports entertainment, first-ever official cosmetics partner, launching the collaboration at the all-women’s Evolution event in Atlanta. This innovative collaboration marks a significant milestone at the intersection of beauty and sports entertainment, promising to bring new energy, creativity, and empowerment to both brands’ passionate audiences.

A New Era Begins at WWE Evolution

The partnership officially launches at Evolution, WWE’s highly anticipated all-women’s Premium Live Event, taking place on Sunday, July 13, at State Farm Arena in Atlanta. Maybelline will serve as the Presenting Partner for this event, which celebrates the athleticism, strength, and diversity of WWE’s female superstars.

“WWE is excited to collaborate with Maybelline, a partner that not only leads the beauty industry but also shares our vision for highlighting amazing individuals across the roster,” said Brit Santypal, Senior Vice President of Partnership Marketing, TKO.

Empowerment and Self-Expression in the Spotlight

Maybelline’s involvement at Evolution goes far beyond a typical sponsorship. The brand will feature prominently with center mat ring branding, a custom vignette, and engaging social media integrations designed to connect with fans in new and exciting ways. This activation strategy was developed in collaboration with Beauty Co-Lab, L'Oréal's media agency of record, ensuring a seamless blend of beauty and entertainment.

“Maybelline New York is proud to partner with WWE and have the opportunity to put our products to the ultimate test,” said Amy Whang, President of Maybelline New York. “As the presenting sponsor of Evolution, we’re not just showing up in the ring; we’re supporting a global community that inspires confidence and self-expression, both in and out of the spotlight.”

Innovation at the Intersection of Beauty and Sports

This partnership is a testament to both brands’ commitment to innovation, inclusivity, and cultural relevance. By bringing Maybelline’s expertise in beauty to the high-energy world of WWE, the collaboration aims to inspire fans and set new standards for brand partnerships in entertainment.

“Maybelline continues to lead the way by moving at the speed of culture, connecting beauty with entertainment in bold, inclusive, and unexpected ways,” said Delphine Hernoux, CEO, Beauty Co-Lab. “At Beauty Co-Lab, we’re proud to have helped shape this milestone partnership with WWE, which reflects the kind of innovative thinking that keeps the brand ahead of the curve.”

A Global Platform for Confidence and Community

Both Maybelline and WWE are renowned for their global reach and commitment to empowering individuals. WWE delivers original content to more than a billion households in over 20 languages, with major distribution partners like NBCUniversal, The CW, and Netflix. In the U.S., Peacock is the exclusive home to WWE’s premium live events and original programming.

Maybelline, meanwhile, is available in over 120 countries and has long championed accessible, innovative cosmetics for all. The brand’s Brave Together initiative, launched in 2020, provides vital support for those facing anxiety and depression, and has committed $20 million over five years to global and local organizations.

Looking Ahead: Beauty and Sports Entertainment Unite

As Maybelline New York and WWE join forces at Evolution, fans can look forward to a dynamic celebration of confidence, individuality, and empowerment. This partnership not only enhances the fan experience but also sets a new standard for how brands can work together to inspire and uplift communities around the world.

Stay tuned as these two global icons break new ground, proving that the worlds of beauty and sports entertainment are more connected and more powerful than ever before.