Fenty Beauty partners with WNBA’s New York Liberty

Fenty Beauty and NY Liberty Unite for Bold 2025 Partnership

In 2025, the intersection of beauty and sports is thriving, with Rihanna’s Fenty Beauty and Fenty Skin announcing a groundbreaking partnership with the WNBA’s New York Liberty. Fresh off her pregnancy reveal at the Met Gala, Rihanna shared her excitement for this collaboration, which aligns her inclusive beauty empire with the reigning WNBA champions.

Fenty Beauty and Skincare: Redefining the Industry

Robyn Rihanna Fenty, born February 20, 1988, in Barbados, has evolved from global music icon to beauty mogul, building a $1.4 billion empire, according to Forbes. Her rise in the beauty world began in 2017 with the launch of Fenty Beauty in partnership with LVMH’s Kendo division. The brand debuted with 40 foundation shades—now expanded to 50—catering to a wide range of skin tones and prioritizing inclusivity in an industry notorious for its lack of diversity. The launch sent shockwaves through the cosmetic world, giving rise to the “Fenty Effect”—a shift that forced legacy brands to reevaluate their shade offerings and representation strategies.

Fenty Beauty’s success was instant, with products constantly selling out and demand growing globally. In 2020, Rihanna expanded her reach with Fenty Skin, a gender-neutral skincare line focused on simplicity, clean ingredients, and effective routines. The brand became a fast favorite for skincare lovers of all backgrounds, continuing her mission of accessible and inclusive beauty.

Fashion, Philanthropy, and Sports: A Multifaceted Black-Owned Empire

Rihanna’s business empire extends far beyond beauty counters. She launched Savage X Fenty, a lingerie brand celebrated for its bold fashion, size inclusivity, and empowering marketing. With televised fashion shows that blend music, dance, and diversity, Savage X Fenty has become a direct challenge to brands like Victoria’s Secret, pushing the conversation forward on what sexy and inclusive really look like.

In 2019, Rihanna became the first Black woman to lead a luxury fashion house under LVMH with Fenty Maison, though the ready-to-wear line paused operations in 2021. Even so, the move made fashion history. Further cementing her role as a cultural trailblazer. Additionally, she’s also deeply committed to giving back through the Clara Lionel Foundation. Which supports global education, emergency response, and climate justice.

From global pop star to a powerhouse entrepreneur and philanthropist, Rihanna’s Fenty empire represents more than wealth. It symbolizes ownership and visibility. In addition to the redefinition of what it means to be a successful Black woman in business.

Fenty Beauty NY Liberty Partnership

Announced on May 7, 2025, Fenty Beauty and Fenty Skin became the official beauty partners of the New York Liberty, per Allure. Rihanna, founder and CEO, praised the team’s “beauty, power, and strength,” noting New York City’s vibrant energy as a perfect fit for her brands. The partnership, kicking off before the Liberty’s pre-season game on May 9 at Barclays Center, features Fenty logos on warm-up jackets and shooting shirts, plus in-arena activations like product giveaways via mascot Ellie the Elephant. The 2025 WNBA season starts May 17.

This collaboration signals a celebration of female empowerment, merging Fenty’s inclusivity with the Liberty’s athletic prowess, creating exciting fan experiences.

New York Liberty WNBA Legacy

Founded in 1997, the New York Liberty, based in Brooklyn, are a WNBA cornerstone, playing at Barclays Center. Owned by Joe and Clara Wu Tsai, the team won their first championship in 2024. Ultimately, defeating the Minnesota Lynx, per ESPN. Stars like Sabrina Ionescu, Breanna Stewart, and Jonquel Jones drive their success, with 32 wins in 2024 tying a franchise record.

The Liberty’s mascot, Ellie the Elephant, enhances fan engagement. Their 2023 NYX makeup partnership paved the way for Fenty’s involvement, per Beauty Packaging. For sports fans, the Fenty Beauty NY Liberty partnership elevates the team’s visibility, blending beauty and athletic excellence.

Fenty Beauty Sports Sponsorships

Fenty Beauty’s foray into sports isn’t new. In 2024, the brand sponsored the Paris Olympics and Paralympics. Providing makeup kits for volunteers, and hosted a Fenty Hair party at the WNBA All-Star Weekend. These efforts align with Rihanna’s mission of “Beauty for All,” celebrating diverse athletes. The Liberty partnership, Fenty’s first full-team sponsorship, builds on this, offering branded gear and fan activations, per Allure. A 2024 EBONY report notes beauty brands’ growing WNBA investments, with Fenty leading the charge.

For those tracking brand trends, this move highlights Fenty’s strategic expansion into sports, amplifying its cultural resonance.

Impact on Women’s Sports and Beauty

The Fenty Beauty NY Liberty partnership underscores the rising synergy between women’s sports and beauty. CEO Keia Clarke called Fenty a “trailblazing brand” sharing the Liberty’s values of individuality and confidence. With WNBA viewership up in recent years, a variety of beauty brands like Glossier and Mielle have also partnered with the league.

Fenty’s inclusive shade ranges and long-lasting formulas. Ultimately, resonating with athletes and fans.. Fostering equity in sports, per CMO Heather Fisher. This collaboration celebrates women’s strength, encouraging support for female athletes and inclusive beauty.

Cultural Significance of Fenty’s Inclusivity

Fenty Beauty’s commitment to inclusivity has redefined the beauty industry and challenged long-standing norms. Launching with a groundbreaking 50-shade foundation range in 2017, Rihanna’s vision prioritized representation for all skin tones, instantly resonating with consumers who felt overlooked by mainstream brands. This bold approach not only set a new industry standard but also sparked a broader movement toward diversity in beauty.

The brand continues to expand its cultural relevance through innovative marketing and strategic partnerships—like its collaboration with the New York Liberty—which celebrate empowered, diverse women in sports. From digital campaigns to immersive experiences, Fenty consistently engages new audiences while reinforcing its message: beauty belongs to everyone.

A Beautiful Collaboration For Women Everywhere

The Fenty Beauty NY Liberty partnership excites whether you’re a makeup lover, WNBA fan, or inspired by Rihanna’s empire. Launching ahead of the Liberty’s 2025 season, this collaboration blends beauty and sports. Further, empowering women through shared values of strength and individuality. For fans, it’s a chance to engage with Fenty products at games and support the champions. For others, it’s a lens into how brands like Fenty drive inclusivity and equity.