Fenty Beauty and Fenty Skin, the culture-shifting beauty brands founded by Rihanna, have officially joined forces with the WNBA’s New York Liberty in a first-of-its-kind partnership that blends glam, grit, and game. The announcement sent waves through both the beauty and basketball worlds, marking a bold crossover between fashion-forward self-expression and elite women’s sports.
This isn’t just about logos on jerseys—this is about visibility, representation, and celebrating the power of women owning every arena they step into, whether it’s a court or a catwalk.
The Power Duo: Fenty Beauty and the New York Liberty
On May 9, 2025, the New York Liberty announced that Fenty Beauty and Fenty Skin will become the team’s official beauty partners for the 2025 WNBA season. The move marks the first time a major beauty brand has entered an official partnership with a WNBA franchise, making it a historic moment for the league—and an exciting evolution in how we think about athlete identity and self-care.
The partnership includes:
- Fenty Beauty and Fenty Skin logos featured on the Liberty’s pregame warm-up jackets and shooting shirts
- Exclusive in-arena fan engagement activations at Barclays Center throughout the season
- Curated Fenty product experiences and giveaways during select home games
- Collaborative content highlighting Liberty players’ personal beauty routines, skincare tips, and pregame rituals
For a team known for style, personality, and pushing boundaries—this partnership feels like the perfect fit.
Why This Partnership Matters
In an era where women’s sports are finally beginning to receive the spotlight they deserve, this partnership is a signal that the culture is shifting—and brands are taking notice. For years, women athletes have been expected to choose between being “serious competitors” or embracing femininity. Fenty and the Liberty are shattering that binary.
“We’re redefining what it means to be powerful,” said Liberty star Breanna Stewart. “Being strong, competitive, and passionate on the court doesn’t mean we can’t love skincare or throw on our favorite gloss before a game. This partnership is about embracing all of that.”
The collaboration sends a clear message: beauty and athleticism are not mutually exclusive—they coexist, complement, and amplify each other.
Fenty Beauty: Breaking the Mold
Fenty Beauty, launched in 2017 by Rihanna, changed the beauty industry by prioritizing inclusivity, offering over 50 foundation shades and marketing products to people of every skin tone and gender identity. It wasn’t just a makeup brand—it was a movement.
That same philosophy is what makes this collab so groundbreaking. The Liberty are one of the most diverse teams in the WNBA, both in background and playing style. Fenty’s mission to empower people to express themselves authentically aligns perfectly with a league full of trailblazers.
It’s also worth noting: Rihanna has long been a supporter of women in sports. She attended WNBA games, championed Serena Williams publicly, and now, she’s investing directly in the next generation of athletic icons.
The WNBA’s Cultural Rise
This partnership isn’t happening in a vacuum. The WNBA is experiencing a major surge in visibility and cultural relevance. With stars like Sabrina Ionescu, A’ja Wilson, Caitlin Clark, and Angel Reese commanding millions of followers and selling out arenas, the league is hotter than ever.
Brands are taking note—and the ones that truly “get it” are finding smart, authentic ways to tap into this momentum.
By joining forces with the Liberty, Fenty is not just aligning with a basketball team. They’re aligning with a movement. One rooted in equity, self-expression, and redefining what modern femininity looks like.
What Fans Can Expect at Barclays Center
Fenty Beauty and Fenty Skin aren’t just slapping their name on a banner. The fan experience at Liberty home games is about to get a serious upgrade.
Think:
- Pop-up glam stations for fans to try products before tipoff
- Skincare samples in limited-edition Liberty x Fenty packaging
- Halftime contests and giveaways with custom-curated beauty kits
- Surprise celebrity appearances and musical tie-ins (don’t count out a Rihanna courtside moment)
This isn’t just about fans watching basketball—it’s about fans feeling included, pampered, and seen.
A New Era of Athlete Branding
Athletes today are more than their stat lines. They’re entrepreneurs, fashion icons, activists, and content creators. The Liberty roster is no exception. Players like Jonquel Jones and Betnijah Laney-Hamilton have already cultivated individual styles, and this partnership allows them to showcase that even further.
Through behind-the-scenes content and personal interviews, fans will get a deeper look into each player’s beauty routines and self-care rituals—making the players even more relatable and real.
This is the kind of storytelling that builds fandom—not just for what players do, but for who they are.
The Bigger Picture: Setting a New Standard
The Fenty Beauty x Liberty deal raises the bar for how brands engage with women’s sports. It’s not about token sponsorships or checking diversity boxes—it’s about authentically investing in athletes and the communities that support them.
We’re seeing a shift where beauty, fashion, and sports are no longer in separate lanes. They’re part of the same cultural conversation. And when women’s leagues partner with women-led brands like Fenty, it signals a future where identity, creativity, and competition coexist in harmony.
This partnership is bigger than basketball. It’s a statement that women can—and should—be celebrated in their full complexity: bold, brilliant, competitive, stylish, and unapologetically themselves.
Fenty Beauty x New York Liberty isn’t just a collab. It’s a vibe. It’s a cultural reset. And it’s only the beginning.