In a bold move that redefines the future of women’s sports and beauty marketing, Sephora has inked a multi-year founding partnership with the WNBA’s newest team, the Golden State Valkyries. This collaboration goes beyond logos and ads—it’s a cultural reset that blends beauty, self-expression, and elite-level basketball, targeting a new generation of fans who want more than just a game.
A New Era for Women’s Sports Branding
This isn’t just about makeup or marketing. It’s about two powerhouse brands—Sephora and the Golden State Valkyries—teaming up to change how women’s sports are seen, supported, and celebrated.
“Athletes today aren’t just athletes. They’re influencers, creatives, role models—and brands in their own right,” said Zena Srivatsa Arnold, Chief Marketing Officer of Sephora U.S. “Audiences want the full story: how they express themselves, what they stand for, and how they move through the world. That’s what we’re spotlighting here.”
The partnership is designed to celebrate the full identity of athletes, not just their game-day performance. And that message? It’s hitting home with Gen Z and Millennials, who value authenticity, representation, and purpose-driven storytelling.
Why Sephora Chose the WNBA’s Valkyries
For Jess Smith, President of the Golden State Valkyries, this partnership with Sephora is way more than a branding deal.
“What matters here is that a global brand like Sephora is making a real investment in women’s sports,” said Smith. “It’s a reflection of how the market is evolving—women’s sports are finally being valued the way they should be.”
Both Sephora and the Valkyries are rooted in the Bay Area, which gives the partnership a community-first feel. The local ties are real. They’re not just co-branded, they’re co-committed—to empowering women, building community, and celebrating individuality.
“Our players inspire confidence every day, on and off the court,” Smith adds. “Sephora gets that. They understand how beauty can be a form of power and identity.”
Beyond a Logo: Activations That Actually Matter
Sephora’s approach to this partnership goes way beyond slapping a logo on a jersey. Srivatsa Arnold said Sephora created a dedicated team partnership group to make sure their collaborations are purpose-driven and meaningful.
Their internal criteria for partnerships?
- Alignment with core values.
- Authentic activations that bring those values to life.
- Experiences that resonate with the audience—and actually feel fun.
In other words, this isn’t about impressions. It’s about impact.
Sephora Is Already Changing the Game
This isn’t Sephora’s first shot at reimagining sports partnerships. Earlier this year, they partnered with Unrivaled, a new pro women’s basketball league, to become their exclusive beauty sponsor. That partnership included a glam room, curated beauty products for players, and premium in-game visibility.
Now with the Valkyries, they’re taking it even further.
Inside the Sephora Performance Center
At the heart of the partnership is the 31,800-square-foot Sephora Performance Center, the new training hub for the Valkyries in Oakland. Think: Sephora-branded basketball courts, locker rooms, recovery zones, and strength and conditioning areas.
Even the players’ practice jerseys feature Sephora’s branding, creating a visual bridge between sport and self-care.
But Sephora isn’t stopping there.
Elevating Culture with Sephora Sounds and In-Arena Kiosks
At the Chase Center, home of the Valkyries, Sephora will host pop-up kiosks where fans can buy curated beauty products during games. For fans in areas with limited Sephora retail access, this is a big deal.
And then there’s Sephora Sounds, a DJ booth activation featuring music from underrepresented artists. It’s a subtle but powerful way to extend the brand’s commitment to inclusion—both in beauty and in sound.
“We’re seeing a shift,” said Srivatsa Arnold. “Beauty used to be about impressing others. Now it’s about expressing yourself. That’s the energy women’s sports are tapping into—excellence and authenticity.”
Speaking to Gen Z: Beauty as Identity, Not Perfection
Gen Z doesn’t want perfection. They want realness. And they want brands that stand for something. That’s why Sephora is leaning into this new mindset—one where beauty isn’t aspirational, it’s expressive.
“Our players are excited because this partnership actually sees them for who they are,” Smith explains. “It’s about style, it’s about culture, it’s about connection.”
This strategy also makes total sense with the rising popularity of women’s basketball, which is seeing explosive growth across streaming platforms, social media, and live attendance.
The Cultural Shift Is Real
This isn’t a one-off. The Sephora-Valkyries partnership is part of a much bigger trend: lifestyle brands are starting to see women’s sports as culturally powerful spaces for connection and creativity.
Think about it: Madison Reed, Sezzle, Nike, and now Sephora—they’re all shifting away from traditional sponsorships and toward community-driven, culturally relevant activations.
In Minneapolis, fintech brand Sezzle partnered with the NBA’s Timberwolves to create a locally rooted, values-aligned partnership that mirrors what’s happening with Sephora and the Valkyries.
The message? Brands that embed into community and culture win. Period.
More Than Marketing—This Is Storytelling That Sticks
At the core of all this is something deeper: storytelling that centers people, not products. Sephora is helping to tell the stories of athletes as full-spectrum individuals—creatives, entrepreneurs, daughters, sisters, and leaders.
“This is a blueprint for how brands should show up in women’s sports,” said Srivatsa Arnold. “We’re not here to co-opt culture—we’re here to celebrate, amplify, and invest in it.”
The Sephora and Golden State Valkyries partnership is bigger than beauty and basketball. It’s a signal that the world is finally catching up to what women athletes—and fans—have known for years:
- That empowerment is more than a tagline.
- That sports are about community and identity, not just scores.
- And that when brands truly show up, they can help shift culture in powerful ways.
For Gen Z and Millennials who live at the intersection of style, sport, and self-expression, this partnership is a vibe. And most importantly, it’s a vision of what the future of sports marketing should look like.