Glossier launched its collaboration as the WNBA’s first beauty product partner in 2020 to promote the extension of its Body Hero line. The campaign, during the WNBA’s season played in a single location due to the COVID-19 pandemic, featured WNBA legend Sue Bird and other players.

Extending the partnership keeps Glossier as one of the WNBA’s official beauty partners and will feature its products across the WNBA’s media partners, platforms and social media channels.

The New York-based firm will bring more Glossier products to more WNBA athletes and fans. Distribution will include the firm participating in “tentpole events” and launching WNBA-themed content amplifying players’ voices and stories.

“Glossier celebrates beauty in real life and our partnership with the WNBA embodies that philosophy,” said CEO Kyle Leahy in the firm’s March announcement.

“While we were the league’s first beauty partner, we’re thrilled to see athletes take up more space in beauty. Glossier and the W share a similar spirit, aiming to disrupt the status quo and fueled by a shared passion for what we believe in,” Leahy added.

Since 2020, Glossier has spotlighted a number of the league’s athletes in national promotions and campaigns. The partnership also includes courtside signage, content collaboration, giving products to players and influencer events at games.

“This collaboration between powerful brands demonstrates that visibility and empowerment matter, and that there has never been a better time to support the multidimensional athletes of the WNBA,” said league Commissioner Cathy Engelbert.

Glossier, recently reported in industry media as considering an initial public offering of shares and having total 2023 sales of around $275m, received $80m funding in 2021 which it targeted for scaling its online business internationally and reopening its owned retail channel. (Also see "Glossier Announces $80m Financing: ‘This Is The Future We’ve Always Been Building For’" - HBW Insight, 8 July, 2021.)

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