In a move that merges glamour with game, Rihanna’s Fenty Beauty and Fenty Skin have officially partnered with the WNBA’s New York Liberty, marking a powerful intersection between professional sports and the beauty industry. Announced on May 7, 2025, just days ahead of the Liberty’s preseason matchup at Barclays Center on May 9, the partnership positions Fenty as the official beauty partner of the reigning WNBA champions.
A New Era of Beauty and Sports
Rihanna—fresh off revealing her second pregnancy at the Met Gala—described the partnership as a celebration of “beauty, power, and strength.” The collaboration reflects Fenty’s brand ethos of inclusivity, empowerment, and self-expression, aligning seamlessly with a team known for both athletic excellence and cultural influence.
As part of the collaboration, Fenty branding will appear on players’ warm-up gear and shooting shirts, and fans will experience in-arena activations, including product giveaways led by team mascot Ellie the Elephant.
Beyond Branding: A Cultural Shift
More than just a marketing move, this partnership is part of a broader cultural moment where women’s sports are gaining long-overdue mainstream attention and corporate investment. The New York Liberty, established in 1997, earned their first championship title in 2024, led by stars Sabrina Ionescu, Breanna Stewart, and Jonquel Jones. The team’s earlier collaboration with NYX Cosmetics laid the groundwork for this next-level deal with Fenty—a brand known for challenging beauty norms and prioritizing diversity.
“Fenty is a trailblazing brand, and this partnership reflects the Liberty’s values of individuality, confidence, and excellence,” said Keia Clarke, CEO of the New York Liberty. Fenty’s Chief Marketing Officer Heather Fisher echoed those sentiments, reinforcing the company’s commitment to equity, representation, and authenticity—values that resonate strongly with athletes and fans alike.
Fenty’s Impact in Women’s Sports
While other beauty brands like Glossier and Mielle Organics have recently entered the WNBA space, Fenty’s arrival feels particularly transformative. With a wide shade range and performance-based formulas, Fenty products are tailored for real-world wear—including the demands of high-performance athletes.
This partnership shows that beauty and strength are not mutually exclusive—they coexist and thrive on the court. It’s not just about makeup; it’s about visibility, empowerment, and rewriting the narrative around women in sports and society.
More Than Free Samples—It’s a Statement
For fans, this collaboration isn’t just about snagging a free gloss or moisturizer—it’s a symbol of progress. It champions representation, challenges outdated stereotypes, and gives young girls—whether they’re athletes, artists, or anything in between—new icons to look up to.
With this move, Fenty and the New York Liberty are proving that the future of beauty is bold, diverse, and fiercely unstoppable—just like the women leading the way.
