Power plays: Maybelline and L’Oréal lead new sports partnerships

Beauty brands are teaming up with athletes and sports clubs, blending performance with self-expression in two new partnerships.

Maybelline New York has partnered with Rugby Olympic-medalist Illona Maher for its “Only in Matte Ink” campaign, promoting the brand’s Super Stay Matte Ink liquid lipstick.

Meanwhile, L’Oréal Paris has extended its partnership with Premier League soccer club Arsenal, becoming an official partner of the team.

Maher tackles Maybelline

Illona Maher, her sisters, and another Rugby Olympian, Nicole Heavirland, will act as the faces of Maybelline’s campaign. The partnership aims to highlight the liquid matte lip product’s durability and staying power. 

Maher is known for wearing red lipstick during games. Her spot in the campaign aims to celebrate her approach to blending beauty and sports and breaking down the stigma that the two are mutually exclusive.

“Ilona embodies the confidence, individuality, and resilience at the heart of Maybelline New York’s mission to inspire self-expression without limits. Her fearless approach to sport and beauty, combined with her genuine love for Super Stay Matte Ink, makes her the perfect partner to bring this campaign to life,” says Samantha Steinberger, head of brand engagement US for Maybelline New York.

The waterproof liquid lipsticks are available in 36 colors. They promise a vibrant matte finish that lasts 16 hours without smudging or transferring.

“I’ve worn Maybelline’s Super Stay Matte Ink for years, from dressing up to matches and major tournaments, so collaborating with the brand on this campaign was truly a full-circle moment,” adds Maher.

The campaign will be made in collaboration with Shutterstock studios, and will include “social-first and visually striking” visuals of Maher putting the products “to the test.”

Added time for Arsenal

L’Oréal Paris and Arsenal soccer club’s extended partnership comes after the pair had a successful short-term collaboration earlier this year.

L’Oréal Paris has extended its partnership with Premier League soccer club Arsenal.The extension allows Arsenal to continue featuring L’Oréal’s Elvive hair care line and the Men Expert grooming products in campaigns. 

The team will also support the launch of L’Oréal’s upcoming product launches through 2026 by appearing in promotional media during the sports season.

“What made our initial partnership so impactful was the strong affinity it created between our brand, the players and supporters,” says Amélie Fortier-Cyr, general manager at L’Oréal Paris in the UK and Ireland.

“The engagement it inspired stands as a true testament to how our values of performance, innovation, and empowerment resonate with the Arsenal community.”

Teaming up

The moves follow a series of other sports and personal care collaborations. Earlier this year, Sephora and Nyx Professional Makeup announced respective partnerships involving professional women’s sports.

Sephora was named the exclusive beauty partner of the Athletes Unlimited Softball League, while Nyx selected soccer players Alyssa and Gisele Thompson to front its “Make Them Look” campaign.

E.L.F. also announced partnerships with the San Diego Wave football club and Kansas City Current. In doing so, the brand became the first beauty sponsor of National Women’s Soccer League teams.

In March, La Roche-Posay partnered with the BNP Paribas Open as the tennis tournament’s official sunscreen partner. The month also saw Maher join sun care brand Coppertone to launch its Sport’s sunscreen line.