Ulta Beauty has unveiled a line-up of professional female athletes to front a new initiative designed to encourage greater participation in sports.
The first-of-its-kind move by the US beauty retail giant marks its biggest investment to date in women’s sport.
Six established and emerging athletes from a variety of sports who “embody confidence and resilience in and beyond the game” will join the Ulta Beauty Roster.
The creation of the collective reinforces the retailer’s “commitment to help girls stay in the game by uniting these accomplished women as role models”, Ulta Beauty said in a statement.
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The women will feature across marketing and digital content to help Ulta Beauty “redefine sports through the lens of beauty and empowerment”, the company added.
“As women’s sports continue to redefine what strength looks like, beauty has become an integral part of how athletes express their confidence, identity, and authenticity,” said Kelly Mahoney, CMO at Ulta Beauty.
“We created the Ulta Beauty Roster because these incredible women embody the transformative power of both sport and beauty.
“They show us that peak performance is not just about physical strength, but about the mental strength and unwavering confidence that comes from embracing who you are.
“Through this initiative, we are not only celebrating their remarkable achievements but also inspiring the next generation to see that when we bring together beauty and athleticism, the possibilities are beautiful.”
The Ulta Beauty Roster includes Anna Leigh Waters, a 19-year-old pickleball player, who is the youngest and most decorated in the sport, outearning other male and female pro players, “breaking the glass ceiling of pay equity”, the retailer said.
Dearica Hamby, a 31-year-old basketball star playing for the Los Angeles Sparks who has a number of accolades to her name, including three-time WNBA All-Star, two-time WNBA Sixth Woman of the Year, 2022 WNBA Champion and Olympic Bronze Medalist, is part of the collective.
The mother of two “uses her voice to advocate for support for working mothers and leads by example for female athletes all across the country”, Ulta Beauty said.
24-year-old Women’s Tennis Association (WTA) champion Emma Navarro is also in the line-up.
Known for her “consistency, work ethic, and competitive mindset” Navarro reached a career-high Singles Ranking of World number eight in 2024 and has earned two singles titles on the WTA Tour.
Volleyball player Madisen Skinner is a three-time National Collegiate Athletic Association (NCAA) Champion and the inaugural LOVB Champion & Finals MVP in 2025.
Ulta Beauty said the 24-year-old openly discussed her struggles with pressure, confidence, and self-love as a top-ranked athlete, making her a relatable role model.
Gotham FC and US Women's National Soccer Team (USWNT) forward Midge Purce also joins the roster as “a dominant player on and off the field” who is “actively shaping the future and expanding the possibilities of women’s sports”, the retailer said.
Purce was named on Adweek's 2025 Most Powerful Women in Sports list and one of Forbes’ 30 Under 30 in sports, and professionally, she was a key player in Gotham's 2023 and 2025 National Women's Soccer League (NWSL) Championship wins.
The 30-year-old, who has modelled for Sports Illustrated Swimsuit, is the co-founder of the Black Women's Player Collective (BWPC) and co-creator of television series The Offseason, as well as being a podcast host and executive producer.
Three-time International Federation of American Football (IFAF) Flag Football World Champion Vanita Krouch completes the line-up
The quarterback of the US National Women’s Flag Football Team earned two silver medals at The World Games in 2022 and 2025, and served as the Offensive Coordinator for the National Football Conference (NFC) at the 2023 National Football League (NFL) Pro Bowl.
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