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Maybelline New York has entered into a groundbreaking partnership with the WNBA to become the league’s first official beauty partner in Canada. This marks a significant convergence of cosmetics and women’s sports, continuing a growing trend in the sector, and builds on Maybelline New York’s previous involvement in the 2024 preseason game, which included mental health awareness activations through its Brave Together campaign and collaborations with players like Kia Nurse.
The multi-year alliance between Maybelline New York and the WNBA will focus on community-driven initiatives, including the renovation of basketball courts in Toronto and Montréal to promote accessibility, alongside fan engagement programs that blend beauty and athletics. The collaboration will prominently feature during the WNBA’s inaugural regular-season game in Canada on August 15, 2025, where the official beauty partner will boost marketing for the matchup between the Atlanta Dream and Seattle Storm.
Image Credit: Maybelline New York x WNBA
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