Updated: As England's Lionesses make it to the World Cup final, here’s why beauty brands are betting on women’s sports

By Julia Wray | Published: 16-Aug-2023

From Urban Decay and Mielle backing basketball to Unilever’s sponsorship of the FIFA Women’s World Cup, beauty brands are piggybacking on the star power of women’s sports

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The 2023 FIFA Women’s World Cup in New Zealand is hotting up, with the England Lionesses having beaten The Matildas to make it to the final.

And eagle eyed football fans might have spotted some familiar logos during the month-long event, as Unilever’s brands, including Dove, Lux and Lifebuoy, have been the competition’s sponsors.

The deal has seen Unilever provide funding, human resources and support for development programmes to tap into interest surrounding the women’s game.

Indeed, the beautiful game is but one area of women’s sport attracting interest from the cosmetics and personal care industry. 

When it comes to soccer, Procter & Gamble’s Gillette Venus boasts a partnership with England Lioness Lotte Wubben-Moy, which began last summer with its #MoveYourSkin campaign: a photography series aiming to showcase ‘real’ skin.

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