WWE partners with Maybelline for groundbreaking cosmetics collaboration

In the United States, WWE has announced a new collaboration with Maybelline New York as of Thursday, July 10, 2025. This partnership is unique for WWE as it marks the first time the organization has an official cosmetics partner. The announcement comes just days before WWE's highly anticipated events, including NXT Great American Bash and Evolution 2, scheduled to showcase only female superstars. Maybelline New York will serve as the presenting partner for Evolution, which represents an important milestone for women's events in professional wrestling. The wrestling giant is keen to enhance its brand visibility within the cosmetics industry, tapping into Maybelline's strong reputation and market presence. According to Brit Santypal, Senior Vice President of TKO, WWE is excited about the partnership due to Maybelline's commitment to showcasing talent and promoting individual stories within the roster. This collaboration is seen as a significant stride towards integrating fashion and beauty into the wrestling landscape. The partnership will feature many activations, including center ring branding during the Evolution event, custom vignettes, and social media integrations to amplify engagement with fans. Maybelline's President, Amy Whang, expressed pride in collaborating with WWE, indicating the partnership is an opportunity for their products to reach a dynamic and diverse audience. The partnership is set not only to enhance promotional efforts but also aims to inspire a global community around confidence and self-expression, resonating with the core of both brands. This collaboration reflects WWE’s ongoing strategy of expanding partnerships since its merger with TKO, and it intends to further engage audiences through innovative sponsorships. WWE's Evolution event is particularly significant as it celebrates women's contributions to wrestling by featuring only female superstars. This initiative is part of a broader movement within WWE to highlight female athletes and provide them with equal platforms in an industry traditionally dominated by male competitors. WWE's commitments to diversity and inclusion, combined with Maybelline's established brand in beauty, aim to foster an environment where women are empowered to express themselves, both inside and outside the wrestling ring. This partnership is not only a spectacle for wrestling fans but also a progressive step towards greater recognition of women in sports and entertainment, building on the successes of previous women-centric events.