Beauty has body slammed into its next major marketing trend as a growing number of World Wrestling Entertainment (WWE) partnerships and campaigns hit the mat.
Brands have been increasingly tapping into the entertainment sport, owned and operated by American media conglomerate TKO Group Holding.
This includes Maybelline New York, which was named the official cosmetics partner of the World Wrestling Entertainment (WWE) in July.
The L'Oréal-owned make-up business served as the ‘Presenting Partner’ of Evolution – an all-women's wrestling premium live event on 13 July.
Former wrestler John Cena has also fronted a recent Neutrogena sunscreen campaign using his wrestling gesture – in which he waves a hand in front of his face and uses the catchphrase “you can’t see me”.
Although nearing retirement, and the campaign itself not tied directly to WWE, Cena’s involvement undoubtedly tapped into the popularity and nostalgia of the sport’s signature figures and moves.
On the other end of the scale has been the surprising move of former wrestlers into the industry.
Dwayne ‘The Rock’ Johnson’s Papatui brand launched in March 2024, with the personal care company featuring a range of body, hair and tattoo care products.
But how and why exactly has WWE got the beauty industry into a twist?
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