WWE Collaborates with Maybelline New York before High-End Live Spectacle
In a significant move for the world of sports entertainment, WWE and Maybelline New York have announced a historic partnership, making the cosmetics giant the first-ever Official Cosmetics Partner of WWE. This collaboration, set to highlight women's wrestling and boost its visibility, comes with a focus on empowerment and self-expression[1][2][3][4].
The partnership will be showcased prominently at WWE's all-women's premium live event, Evolution, scheduled for Sunday night at the State Farm Arena in Atlanta. Maybelline New York will assume the role of the presenting partner for this event, celebrating the diversity, strength, and star power of WWE's female athletes, including Bianca Belair, Naomi, and Jade Cargill[1][2][4].
Beyond Evolution, Maybelline's presence will extend to WWE's major summer event, SummerSlam, held at MetLife Stadium in early August, as well as WWE's developmental NXT series, supporting emerging female wrestlers[1].
According to Brit Santypal, WWE's Senior VP of Partnership Marketing, the collaboration with Maybelline aligns perfectly with WWE's vision to empower and showcase its diverse female roster. Amy Whang, President of Maybelline New York, expressed the brand's commitment to using its products in this high-energy environment, aiming to support confidence and self-expression globally, both inside and outside the ring[2].
The partnership notably elevates the Evolution event by aligning it with a leading beauty brand, creating a unique fusion of sports entertainment and cosmetics. This co-branding brings a fresh and glamorous dimension to the presentation of women's wrestling, reinforcing WWE's focus on celebrating female athletes not only for their athletic prowess but also their personal style and confidence[1][5].
WWE is excited to collaborate with Maybelline, as confirmed by TKO Senior Vice President Brit Santypal. The announcement of this partnership comes days before WWE hosts NXT Great American Bash, "Saturday Night's Main Event," and Evolution 2, marking the second time WWE women will have their own event[6].
With this partnership, WWE continues its trend of securing high-profile sponsorships since the TKO merger, signifying a new era for the company's approach to branding and partnerships[7].
References: [1] https://www.wwe.com/shows/evolution-2 [2] https://www.maybelline.com/us/news/maybelline-new-york-and-wwe-announce-groundbreaking-partnership-to-empower-women-in-sports-entertainment [3] https://www.businesswire.com/news/home/20250601005244/en/Maybelline-New-York-Announces-Groundbreaking-Partnership-with-WWE [4] https://www.forbes.com/sites/kathryndonnelly/2025/07/10/wwe-evolution-2025-recap-and-results-bianca-belair-wins-evolution-womens-tournament/ [5] https://www.wwe.com/shows/evolution-2025/photos [6] https://www.wwe.com/shows/nxt-great-american-bash [7] https://www.sportsbusinessdaily.com/Daily/Issues/2025/07/12/Media/WWE.aspx
The historic partnership between WWE and Maybelline New York, set to be the first-ever Official Cosmetics Partner of WWE, also extends to business ventures, as Maybelline will be the presenting partner for the all-women's premium live event, Evolution, and will support emerging female wrestlers in WWE's developmental NXT series.
In this partnership, Maybelline New York, a leading beauty brand, seeks to align its products with high-energy sports entertainment, aiming to support confidence and self-expression globally, not only inside the ring but also in the world of business.
