For decades, the beauty industry adhered to a narrow idea of what’s universally considered beautiful: a slender figure, delicate features, and a certain feminine charm. This limited perspective didn’t leave much space for diversity, leaving out many people who didn’t fit these standards.
Now, looking at today’s landscape, the beauty industry has undergone such a dramatic shift—and is continuing to do so. What was once dominated by singular and unattainable ideals now celebrates diversity in all its forms. Inclusivity and diversity have gone from being just buzzwords to becoming real standards in the industry, leading to a major shift in how beauty brands represent themselves. Muscles, strength, and health are no longer deemed unfeminine or unattractive; they’re now celebrated. Leading this charge are athletes—both on the global and local stage—who are fronting beauty campaigns with both grace and grit. And for us, it’s a winning moment we hope to see through and through.
The New Faces of Beauty and Wellness
Olympian and tennis champion Naomi Osaka, Olympic gold gymnast Simone Biles, and British sprint record-holder Dina Asher-Smith—these women have become the faces of major beauty brands, proving that they can go beyond the bounds of athletics.
Naomi Osaka still goes hard off the court because she’s been active in the beauty industry ever since she became the global ambassador for skincare and cosmetics lines like Shiseido, as well as launching her own sunscreen brand, Kinlò. Through her athleticism, multicultural background, and commitment to making skincare more inclusive, the tennis champion has been one of the many who have been consistent with redefining traditional beauty standards and spreading the importance of sun protection for every skin type and tone.
Simone Biles, the three-time gold medalist at the 2024 Paris Olympics who has taken the world by storm since 2016, is another powerhouse when it comes to reshaping the standards of beauty. Biles teamed up with the luxury skincare brand SK-II for their bold “No Competition” campaign, underscoring the significance of self-care and mental well-being by conveying the message that embracing oneself beyond society’s expectations is the definition of true beauty.
In the local scene, best believe that Filipino athletes have also been making their own strides to redefine the hard-to-reach standards of the country. Hidilyn Diaz, the weightlifter who made history as the first Filipino to win an Olympic gold medal, clocked in many firsts in the Filipino beauty scene. Like her partnership with the renowned aesthetic clinic and skincare brand Belo, her win has become an outlet for her to advocate for top-tier skincare products and inspire individuals to prioritize their own well-being and self-care routines.
Gone are the days when athletes would only front ads for painkillers or bottled water. Having athletes as the faces of beauty brands is more than just a clever marketing move—it shows how both industries’ values are evolving and helps connect with the brand’s goals and message. “Athletes are beauty’s real MVP,” says a 2023 report on The Business of Fashion, noting how the role of becoming beauty ambassadors is no longer just reserved for high-profile athletes. The USA Women’s Basketball team, for instance, gained its first-ever beauty partner in Glossier, and now the sought-after brand is their official beauty partner. Before this, the basketball team’s only dedicated sponsor was Tampax, back in 1996, per The Business of Fashion.
Athletes bring attributes like strength, discipline, and resilience to the table, and these are becoming key values in the beauty industry. Just recently, global haircare brand Schwarzkopf Professional featured Olympic gold medalists—tennis star Venus Williams, gymnast Aly Raisman, and professional wheelchair basketball player Megan Blunk—in its campaign. “Beauty brand partnerships with athletes are on the rise, and that’s especially been apparent since the start of the Paris Olympics,” noted a Glossy report.
We can also see this shift in campaigns like Estée Lauder’s partnership with world-renowned ballet dancer Misty Copeland, which highlights the strength and elegance she embodies thanks to the years of strenuous practice she endured over the years. By featuring Copeland, Estée Lauder aligns with its mission to promote a more diverse and inclusive representation of beauty, showing how true elegance is about more than just appearance—it’s about the strength, perseverance, and personal achievements that define a person.
How Athlete Endorsements Empower and Inspire
The shift in the beauty and sports arena has become immensely beneficial for athletes who don’t fit the traditional beauty standards—as partnerships and collaborations with beauty brands have served as an entryway for them to tell their own stories. Through their athletic achievements and the beauty industry’s push for inclusivity, these athletes are gaining a new platform that celebrates their beauty and strength. This increased visibility not only empowers them but also inspires fans who see their own stories reflected.
Tennis world no. 1, Polish player Iga Swiatek made history with a partnership with Lancôme, becoming the first-ever athlete to front the brand. “Thanks to this partnership, I will be able to celebrate my femininity because as a tennis player, wearing mainly sports clothes, I don’t have a lot of opportunities to do so,” the tennis star shared. The partnership is likewise an opportunity for Swiatek to work with Lancôme on initiatives that support women in the job market in her home country, Poland.
For audiences, seeing athletes in beauty campaigns can be incredibly affirming, and it offers a fresh perspective on what beauty can be—and can look like. It’s a statement that real beauty includes strength, perseverance, and authenticity, not just in terms of appearances. People respond well to this authentic approach, appreciating brands that embrace a broader view of beauty and self-care. By merging these athletic achievements with beauty and wellness, these partnerships give us a different outlook on living well—celebrating not just how we look but how we feel and thrive in different aspects of our lives.
Where Athletic Needs Inspire Beauty
Besides their influence on culture, athletes are also pushing the industry to innovate. The application of sports science in beauty product development is leading to solutions that meet the unique demands of those with active lifestyles. Take skincare, for example, because athletes often face intense conditions—whether it be long hours in the sun or sweaty training sessions. This concern has led to the development of high-performance skincare products that provide long-lasting hydration and protection, designed to withstand the rigors of an active lifestyle.
For instance, advanced sun care products such as Neutrogena’s Sport Face Oil-Free Lotion Sunscreen have been developed to provide durable protection and come up with formulations that stay effective even during intense physical activity. Brands such as Avanza Skin have developed products specifically for athletes.
In sports, the aftercare and recovery of the body following a game is common practice, but recently, beauty brands have also been giving attention to skin aftercare, or the recovery of the skin following strenuous activities. This has led to skincare products that help repair and regenerate skin after exposure to physical stressors, using ingredients known for their restorative properties. Avanza Skin has developed an active workout body wash for acne that focuses on post-workout skin recovery, soothing and repairing the skin while promoting hydration and reducing inflammation, making it a perfect addition to a post-exercise routine.
Makeup, too, has adapted to these realities. Sweat-resistant products are becoming must-haves for athletes who want to look good without worrying about their makeup melting off, even during the most physically demanding activities. These products ensure that makeup remains intact, no matter the level of exertion.
It’s high time these innovations show how the needs of athletes are pushing the beauty industry to level up its game. With sports science driving these advancements, beauty products are getting better at meeting the demands of an active lifestyle. We’re seeing more effective, durable, and multifunctional products that stand up to the test.
Paris 2024: Beauty on the Big Stage
As the world watches the 2024 Paris Olympics continue to unfold, it’s clear that these games have not only been a showcase of world-class athleticism but are also a display of beauty, self-expression, and cultural pride. This year’s event is also a celebration of changing beauty standards, with athletes showcasing their strength, resilience, and authenticity and redefining what it means to be beautiful on a global stage.
One of the most talked-about beauty moments belongs to American sprinter and Olympic silver medalist Sha’Carri Richardson. Known for her blazing speed on the track and her bold personality, Richardson has once again captured the world’s attention, but this time with her signature long, colorful nails. Her manicures aren’t only a fashion statement but also a form of self-expression and cultural pride.
At the Paris games, Richardson’s nails have been a vivid palette of colors and designs, each set even more eye-catching than the last. Her choice to sport these nails while competing at the highest level represents her confidence and individuality, a reflection of her personal style and identity that challenges traditional notions of what an Olympic athlete should look like.
In the same way, rugby bronze medalist Ilona Maher has made her mark with her bold choice of a red lip—a statement that stands out against the typically bare-faced appearances seen in her sport. Maher’s decision to wear a striking red lip while competing is a nod to her fierce personality and determination. She even revealed that her go-to red lipstick is an affordable drugstore option—Maybelline Super Stay Matte Ink in the shade Self-Starter. It’s a simple yet powerful reminder that beauty doesn’t have to be sacrificed for performance but can also be a source of strength and confidence on the field.
Gymnastics gold medalist Rebeca Andrade, meanwhile, has turned heads with her striking eyeliner. Her sleek, precise eyeliner has become a signature part of her look, adding an extra layer of intensity to her already mesmerizing performances. Andrade’s eyeliner is an extension of her artistry, enhancing her expressions and the charisma she brings to each routine. Her look perfectly embodies the idea that beauty and athleticism can coexist, with each aspect enhancing the other.
Another iconic beauty moment was when gymnast Sunisa Lee was seen doing a quick touch-up with a Rhode phone case. Lee, who won gold in the team all-around and two bronze medals in the uneven bars and individual all-around, is known for her grace both in her routines and her style. During a competition break, she pulled out her Rhode lip case—a sleek phone case from Hailey Bieber’s skincare line that’s designed specifically to hold and protect Rhode’s popular Peptide Lip Tint. It’s become a favorite for on-the-go touch-ups, and seeing Lee use it casually was a great reminder that even the world’s top athletes take a moment to look and feel their best.
On top of that, the 2024 Paris Olympics have been a great platform for athletes to show off their rich heritage through beauty. From sporting traditional hairstyles and jewelry to unique makeup looks, athletes from all over are proudly displaying their backgrounds and adding a personal touch as they step on the global stage. With representation and diversity being more important than ever, these beauty moments highlight the cultural mix that makes the Olympics special and impactful.
Needless to say, the Paris Olympics have shown that beauty and sports are not separate worlds; they can be intertwined. As the games go on, these moments are set to leave a lasting impact that goes way beyond the games. Apart from competing for medals, athletes like Sha’Carri Richardson, Simone Biles, Ilona Maher, Rebeca Andrade, Sunisa Lee, and many others are reshaping beauty standards and showing the world that beauty comes in many different forms. Their choices—from bold nails to thoughtful skincare, striking red lips to quick touch-ups and precise eyeliner—really show how powerful self-expression can be and just how important it is to feel confident in your own skin.
