Athletes enter the world of cosmetics

“I hate to say it, but women in sports are kicking men’s butts.” The words of Shaquille O’Neal, former basketball player and actor, released during an interview with Peopleare harsh, but true: the visibility of women’s sports has grown steadily over the past year. So much so that, according to Deloitte, the turnover of women’s elite sports will reach 1 billion dollars.

An opportunity that the world of beauty does not seem entirely ready to seize. If, on the one hand, the cosmetics industry has already elected some athletes as its ambassadors – from Alcaraz and Isdin to Sinner and La Roche-Posay, to Gianmarco Timberi and Giorgio Armani – on the other hand, the presence of champions in beauty is still an exception. The difficulty, perceived by the athletes themselves, is that of being able to tell their story as women outside of the competition. A missed opportunity for brands that, through women in sports, could help expand the boundaries of femininity.

He tries Glossier, which this year expands its collaboration with the WNBA, the American basketball league, but also Neutrogena, with Sydney McLaughlin-Levronegold medalist in show jumping, as its ambassador. The partnership between make up and motors is also growing: Anastasia Beverly Hills has signed Filipino Formula 1 driver Bianca BustamanteWhile Charlotte Tilbury collaborates with F1 Academya project designed to help female pilots reach the highest levels of competition.

“This partnership celebrates female strength, determination and excellence. With make-up you can change your destiny and we are doing it”, said the make-up artist. The collaboration between L’Oréal Paris and Bebe Vio, with the iconic claim “I’m Worth It”embodies a model of determination for the new generations. And, perhaps, it is precisely to generations Z and Alpha that the market should address: the future is theirs and, he hypothesizes Business of Fashionrelying on a newcomer to embody your values ​​in terms of beauty, femininity, boldness and performance could be an investment in the future.

He who does it himself…

• The former swimmer Ann Ragan Kearns and rugby player Ilona Maher they found Medalista skincare brand dedicated to young women who love sports.

• The make up line of Serena Williams is called Wyn and promises to be able to adapt to the stresses on the pitch, even resisting sweat.

• Federica Pellegrini signs her skincare line in collaboration with Alma K: it’s called Fit.Fe by Fede and it’s designed to take care of all active women, inside and outside the gym.