Maybelline New York has been named the official cosmetics partner of the World Wrestling Entertainment (WWE).
The L'Oréal-owned make-up business will serve as the ‘Presenting Partner’ of Evolution – an all-women's wrestling premium live event on 13 July.
WWE is a professional wrestling organisation owned and operated by American media conglomerate TKO Group Holding.
“WWE is excited to collaborate with Maybelline New York, 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 VP of Partnership Marketing at TKO.
In addition to being a Presenting Partner, Maybelline will also feature on the event’s centre mat ring branding.
The partnership and activation strategy have been developed in collaboration with Beauty Co-Lab, L’Oréal’s media agency of record.
"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, Garnier and essie USA.
Delphine Hernoux, CEO, Beauty Co-Lab, added: "Maybelline New York continues to lead the way by moving at the speed of culture – connecting beauty with entertainment in bold, inclusive and unexpected ways.
“At Beauty Co-Lab, we are 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."
The beauty industry appears to have caught ‘wrestle-mania’ over the past year.
e.l.f. Beauty was named as the first beauty sponsor of the largest US high school girl's wrestling competition in January 2025.
The sponsorship aimed to challenge misconceptions around women in the sport, “disrupting norms” and “showing up for the community in unexpected ways and places”.
John Cena, meanwhile, is the star of Neutrogena’s new sun care campaign inspired by his career in WWE.
Former wrestler Dwayne ‘The Rock’ Johnson also made his beauty debut with a skin care brand in 2024.
Papatui, which has the tagline ‘Take Better Care’, is a men-focused personal care brand featuring a range of body, hair and tattoo care products.
The brand recently launched into the whole-body deodorant category.
(Pictured: Wrestler Tiffany Stratton)