EXCLUSIVE: Glossier Teams Up With WNBA to Create New Lip Glosses – Essence

While Olympic Games Paris 2024The world’s biggest brands have partnered with athletes to bring beauty to the forefront of sports. But ahead of the curve, Glossier has staked its claim with WNBA within the US long before this trend, as the primary cosmetics partner within the history of the department already in 2020.

Now, each brands are joining forces for a campaign promoting three recent Glossier models. Lip gloss shades — tan, brown and pink — making them the most recent, athlete-approved wardrobe staples each on and off the pitch.

“The WNBA and Glossier are leading the conversation around the intersection of beauty and sports,” Emily Trillaud, VP of product development at Glossier, tells ESSENCE. “We want to change the way the world thinks about beauty and promote female empowerment.” Because Black women in sports are sometimes held in a box, long-lasting, athlete-proof makeup combines the sport, beauty, and athletes.

“As athletes, we’re seen as one-way on the court,” says Connecticut Suns center Brionna Jones, the star of the brand’s ad campaign. “I remember Glossier being in agreement when people felt like we didn’t really have much to offer in terms of popular culture or beauty,” adds Seattle Storm point guard Skylar Diggins-Smith, also featured within the campaign, calling the brand new lip gloss “symbolic.” “The WNBA is in its brightest moment right now.”

Expanding its lineup with more light-catching shades, Glossier first launched its signature lip gloss in 2017. They then introduced two long-lasting lip gloss shades: “Red” and “Holographic.” Now, “almost four years later—we’re thrilled to expand our lip gloss color family once again with these three new shades,” Trillaud says, giving the classic ’90s look a glossy finish.

“As you can imagine, we love a great gloss here at Glossier, and given our brand name, we felt a lot of pressure to deliver the perfect formula,” she says. The recent lip gloss, which hits a luxurious formula enriched with vitamin E and jojoba oil, maintains the identical sheer shine because the previous colours, but with added glitter in the brand new brown and pink shades.

“They’re beautiful when worn alone for a sheer shine, but they can also enhance more pigmented products when layered over top,” she says, while the brown shade stays shimmer-free. “We’re fascinated by drawing the lip line underneath them for a neutral look with a touch of polish.”