Glossier has expanded its history-making partnership with the WNBA as the league’s first beauty partner. The beauty brand is promoting the launch of their Stretch Foundation. The campaign highlights the players’ range as the athletes talk beauty and skincare on and off the court.
The Glossier x WNBA Campaign
The partnership between the two companies has grown into more than just the promotion of products. It has blossomed into an ongoing message that represents the values shared by both Glossier and players of the WNBA.
The campaign is at the intersection of beauty and athletics, a space that is not typically traversed. The WNBA is comprised mostly of Black women and Glossier’s products are made with inclusivity in mind. Stretch Foundation includes 32 shades, to include as many skin tones as possible — making this campaign a celebration of beauty in diversity.
Since Glossier’s mission is to enhance “beauty in real life,” the campaign was shot outdoors, with the unretouched photos making it to the site.
When speaking to PEOPLE about the process of shooting the campaign, Washington Mystics guard, Ariel Atkins said she enjoyed the experience.
“I enjoyed how fun this shoot was,” she began. “I am honestly just starting my makeup journey so it was fun to be a part of a shoot that was focused on something so natural to me, which is to be active and stretch.”
As someone who is just starting out on her makeup journey, she said that although she is still learning, she celebrates the small wins and the new Glossier products help with that.
“It’s something I’m learning how to do and my confidence goes through the roof when I get it just how I like it,” she shared.
The Products
The new partnership celebrates the launch of the brand’s newest Stretch Foundation line. This is Glossier’s first foundation with 32 shades to represent a large spectrum of makeup wearers. Through the 32 shades, the product represents about 7 shade categories and 5 undertone categories.
The foundation also focuses on the skin that is underneath the makeup. It is formulated with plant-derived Squalane and Glycerin to help support as well as nourish the skin’s moisture barrier. The gel-cream finish also leaves skin looking moisturized with a natural-looking finish. The concealer gives you a dewy-glow finish and seamlessly hides dark circles and blemishes.
The new foundation line follows the success of its very popular predecessor, the Stretch Concealer. The concealer is sweat-resistant, transfer-resistant and crease-resistant. It also boasts long-lasting wear with up to 12 hours. it is formulated with avocado and jojoba oils to support the skin’s moisture barrier and leaves the skin looking hydrated and radiant.
The History of The WNBA x Glossier Partnership
The partnership originally began in 2020 with the extension of Glossier’s Body Hero Line. The line, which focuses on exfoliating and moisturizing the entire body for a beautiful glow, was promoted with just eight WNBA stars at the time. Players like Seattle Storm’s Sue Bird, LA Sparks’ Seimone Augustus, Minnesota Lynx’s Lexie Brown, and Atlanta Dream’s Kalani Brown, were all featured in the campaign. Now it the campaign will encompass more than just cosmetic products. It intends to bring forth a new wave of representation and empowerment.
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