Sephora has been named the first-ever Beauty Retail Partner of the US Open tennis tournament.
The LVMH-owned beauty retailer will use its partnership with the sporting event to spotlight its complexion assortment and how it supports customers to find their best shade match.
The 146th edition of the US Open began on 23 August and will end on 13 September, featuring star tennis players including Carlos Alcaraz and Coco Gauff.
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Sephora’s partnership with the US Open will culminate during Finals Weekend, when the retailer brings its shade-matching activation to Finals FanFest from 12 to 13 September.
Sephora’s decision to partner with the US Open represented a strong opportunity to reach a “broad and highly engaged audience”, Sam Bennett, SVP of Brand, Retail, Creative and Insights at Sephora, told Cosmetics Business.
“[This is an audience] with influence that extends well beyond tennis into fashion, beauty and culture,” Bennett added.
“There is also an incredible amount of joy and community shared during the US Open.
“We are always looking for ways to meet our clients around moments like this, while introducing new audiences to Sephora.
“And this partnership allows us to do both in a setting where there is already a natural intersection between beauty and sport.”
Why complexion sits at the heart of Sephora’s beauty partnership with the US Open
Complexion was a natural focus for Sephora during the partnership, said Bennett, or in other words “a perfect match”.
He continued: “Inspired by the idea that tennis balls come in one default shade, but people do not, we are celebrating individuality through shade-matching and beauty discovery.
“Sephora is committed to inviting all individuals to feel confident in expressing their unique beauty, and with an expansive assortment across brands, formulas and shade ranges.
“With more than 7,000 shades across our brands, paired with the expertise to help every client find their best match, this partnership with the US Open gives us a new platform to bring that commitment to life.”
Sephora also wanted to give tennis fans a meaningful way to experience the retailer’s ethos, offering “personalised expertise and a wide range of products” through its Finals FanFest activation.
Bennett said: “During Finals Weekend, we are serving Sephora’s complexion offering directly to fans through a dedicated Finals FanFest experience, bringing shade-matching and beauty discovery to life through immersive tennis-inspired moments and exclusive Sephora giveaways.”
Guests can get shade matched by Sephora Pro Artists, and discover complexion products from brands Danessa Myricks Beauty, Westman Atelier, Haus Labs, Merit and Armani.
“Fans who get shade matched will also receive a 20% off coupon for foundation and concealer products to redeem at Sephora stores or on sephora.com.”
Looking ahead, Sephora will continue to seek out similar beauty partnerships to find “new and relevant ways to connect with clients”.
Bennett added: “Through the US Open, we are able to spotlight the depth of our complexion offering and show our commitment to helping every client find their best match on a new cultural stage.”
It follows more brands tapping sports in 2026, with Supergoop! strengthening its sports presence with a PGA Tour partnership earlier this year.
Moroccanoil has also signed professional tennis champion Aryna Sabalenka as Global Brand Ambassador, marking “a strategic evolution” for the brand.
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