WWE Partners with Maybelline New York as First-Ever Official Cosmetic Brand

Maybelline New York Partners with WWE in Historic Deal

July 10, 2025

WWE announced a groundbreaking partnership today, naming Maybelline New York its first-ever Official Cosmetics Partner.

this collaboration marks a significant moment for both brands, blending the worlds of professional wrestling and beauty.

Maybelline will serve as the Presenting Partner for WWE’s upcoming all-women’s Premium Live Event, *Evolution*, scheduled for July 13 in Atlanta.

“WWE is excited to collaborate with Maybelline,” said Brit santypal, Senior vice President of Partnership Marketing at TKO. “They lead the beauty industry and share our vision for highlighting amazing individuals across the roster.”

Amy Whang,President of Maybelline New York,expressed enthusiasm for the partnership. “We are proud to partner with WWE and put our products to the ultimate test,” she stated. “We support a global community that inspires confidence and self-expression.”

The partnership includes prominent branding at *Evolution*, featuring center mat ring branding and custom social media integrations.

The strategy was developed with Beauty Co-Lab, L’Oréal’s media agency of record.

“Maybelline continues to lead by connecting beauty with entertainment in bold ways,” said Delphine Hernoux, CEO of Beauty co-Lab.”We are proud to have helped shape this milestone with WWE.”

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How might this partnership between WWE and Maybelline New York impact consumer perception of both brands?

A New Championship Belt for Beauty: The WWE & Maybelline Collaboration

In a groundbreaking partnership announced today, July 10, 2025, World Wrestling Entertainment (WWE) has officially joined forces with Maybelline New York, designating the iconic cosmetics brand as its first-ever Official Cosmetic Brand. This collaboration marks a important expansion of WWE’s brand licensing portfolio and a strategic move for Maybelline to tap into the passionate and diverse WWE Universe.The deal encompasses a wide range of marketing and promotional activities, aiming to connect with fans through the shared values of strength, confidence, and self-expression.

What Does This Partnership Entail?

The multi-year agreement between WWE and Maybelline New York is far-reaching, extending beyond simple brand placement. Key components include:

Exclusive Makeup Collections: Anticipate limited-edition makeup collections inspired by WWE Superstars and iconic moments. These collections will likely feature signature colors and themes reflecting the personalities and in-ring personas of popular wrestlers. Expect eyeshadow palettes, lipsticks, and foundation shades tailored to a broad spectrum of skin tones.

Integrated Marketing Campaigns: Maybelline will be prominently featured across WWE’s platforms, including Raw, smackdown, NXT, and Premium Live Events (PLEs) like WrestleMania.This integration will involve in-ring signage, branded segments, and social media activations.

Superstar Endorsements: Several WWE Superstars are expected to become brand ambassadors for Maybelline New York, appearing in advertising campaigns and promoting products to their millions of followers. Names haven’t been officially released, but speculation is high regarding potential partnerships with top female stars.

Fan Engagement Initiatives: The partnership will include opportunities for fans to engage with both brands through contests, exclusive merchandise, and behind-the-scenes content.

Digital & Social media Collaboration: A robust digital strategy will leverage both WWE and Maybelline’s social media channels to create engaging content, including tutorials, live streams, and interactive experiences.

Why This Partnership Makes Sense: Synergies & Target Audiences

while seemingly unconventional, the WWE-Maybelline partnership is a strategically sound move for both companies.

Expanding WWE’s demographic: The collaboration allows WWE to reach a broader audience, particularly within the beauty and lifestyle sectors. It acknowledges the growing female fanbase and the increasing interest in self-expression among all WWE fans.

Maybelline’s Access to a Passionate Fanbase: WWE boasts a highly engaged and loyal fanbase, providing Maybelline with a unique prospect to connect with millions of potential customers. The WWE Universe is known for its eager support of its favorite Superstars and brands.

Shared Brand Values: Both WWE and maybelline New York embody themes of strength, confidence, and empowerment. This alignment makes the partnership feel authentic and resonates with their respective audiences.

growth in Sports Entertainment Marketing: The sports entertainment industry is increasingly attracting non-traditional sponsorships, recognizing the value of reaching passionate and dedicated fan bases. This deal follows a trend of brands seeking unique marketing opportunities within the world of professional wrestling.

Potential Product Lines & Inspiration

The possibilities for co-branded products are extensive. Here are a few potential avenues:

“Finisher” Lipsticks: Bold, long-lasting lipsticks named after iconic wrestling finishing moves (e.g., “RKO Red,” “Spear Scarlet”).

“Champion” Foundation: A high-performance foundation line offering a wide range of shades and buildable coverage.

“Divas” Eyeshadow Palettes: Eyeshadow palettes inspired by the signature looks of popular female WWE Superstars.

“WrestleMania” Glam Kits: Limited-edition kits featuring a curated selection of products for creating show-stopping looks.

“Undertaker” Dark & Moody Collection: A collection of darker shades and dramatic looks inspired by the legendary Undertaker.

Impact on the Beauty Industry & WWE Merchandise

This partnership is expected to have a ripple effect on both the beauty industry and the WWE merchandise landscape.

Increased Visibility for Maybelline: The collaboration will considerably increase Maybelline’s brand awareness and reach, particularly among younger demographics.

Premiumization of WWE Merchandise: The co-branded products are likely to be positioned as premium offerings, commanding higher price points than traditional WWE merchandise.

New Revenue Streams for WWE: The partnership will generate new revenue streams for WWE through licensing fees, royalties, and co-branded product sales.

Trendsetting potential: The collaboration could inspire other brands to explore partnerships within the sports entertainment industry, further blurring the lines between entertainment and consumer products.

Looking Ahead: The future of WWE & Maybelline

The WWE-Maybelline New York partnership represents a bold and innovative approach to brand collaboration. As the partnership unfolds, fans can expect a series of exciting product launches, engaging marketing campaigns, and unique experiences that celebrate the shared values of strength, confidence, and self-expression. This alliance is poised to redefine the intersection of sports entertainment and the beauty industry, setting a new standard for brand partnerships in the years to come.