BITES // 09.05.24 // BEAUTY & SPORTS UNITE
Every month we collect six of the best pieces of content published on the web and share them with you because we believe that the most extraordinary thinking is inspired by looking to unexpected places. BITES is a reading list for those who want to bring a little of the outside in.
OVERVIEW -
The beauty industry is projected to grow to $580 billion by 2027, according to research by McKinsey. And, the athletics industry brings in $159 billion in yearly revenue, with expectations of 60 percent growth by 2033. This combination of the beauty and sports industries is the best of both worlds. Beauty has also become an extension of community, and bringing a sense of belonging is one of the biggest reasons why people become sports fans. Merging the two is one way for companies to tap into their genuine interests. This trend is fueled by the growing recognition of self-care and wellness, transcending traditional gender norms and appealing to a broader audience. The influence of these high-profile sports figures helps to normalize skincare and beauty routines for men and women in sports, further blending the lines between athleticism and self-care, and driving the popularity of these brands in the market.
- GLOSSIER SPONSORED THE USA WOMEN’S BASKETBALL TEAM
Glossier agreed to a long-term deal to become the first official beauty partner of the USA women’s basketball teams for the Olympic and Paralympic Games in Paris. This marks the New York-based beauty brand’s second foray into women’s basketball, after it became the first-ever beauty partner of the WNBA in 2020, a deal which it extended in March. The partnership will see Glossier get its products on some of the contemporary greats of American basketball, who were in action at the Olympics, including Brittney Griner, Breanna Stewart, Kelsey Plum and Sabrina Ionescu. As part of the partnership, Glossier gifted the 2024 USA Basketball Women’s National Team packages of skincare, makeup and beauty products in connection with their travel in Europe over the summer and had a presence at the USA Basketball exhibition game in London. The partnership also entailed social media content, out of home advertising, and community engagement moments.
2. LLONA MAHER & ANN KEARNS CREATE SKINCARE LINE FOR FEMALE ATHLETES
U.S. Olympic rugby star Ilona Maher and former NCAA swimmer Ann Ragan Kearns launched a skincare called Medalist. The brand’s products are specifically designed for women athletes, which involved rigorous testing from Maher and other athletes across different age groups and sports. Kearns has learned a ton about the beauty market as founder of Odyssey Public Relations, a firm that’s worked with beauty companies Lake & Skye, Tru Fragrance, Undone Beauty and Bouclème, including that the gap in it she encountered over a decade ago for a beauty brand aimed at female athletes hadn’t closed. They involved over 300 female athletes across various sports and age groups, ensuring they meet the demands of intense training and competition.Named after the highest achievement in sports, the brand aims to cater to the unique skin care needs of active women. One of Maher’s most prominent messages is that girls and women in physical sports like rugby don’t need to sacrifice their femininity or beauty. When Ann Ragan Kearns approached her with an idea for a skincare brand by athletes for athletes, Maher was on board. Medalist’s products so far include an anti-chafe balm, face wipes, and a hydrating facial spray, which comprise “The Locker Room Essentials” kit. Medalist Skin represents a significant step towards redefining beauty standards within sports, offering practical solutions that prioritize performance and skin health. To mark its launch, Medalist Skin has partnered with, The Hidden Opponent, an organization dedicated to mental health awareness among athletes, as its philanthropic partner. A portion of all
3. LEBRON JAMES GOES FROM THE COURT TO THE BARBERSHOP
The GOAT of basketball has already dominated the NBA, become a media mogul, a pizza mogul, and became part owner of the Boston Red Sox and Liverpool Football Club. He is now stepping into skincare and men’s grooming with his venture called, The Shop, a line of men’s grooming staples that goes by the same name of the Emmy-award winning barbershop-based talk show that James co-hosts. The business is a joint venture between James and his co-hosts, Maverick Carter, as well as Paul Rivera. The line includes 7-products that are sold exclusively at Walmart, with all products costing under $10. Rivera said that they created this new business out of a deep love and passion for the barbershop experience. The barbershop is not just a physical space but an emotional space where people go for empowering and authentic conversation. The ideation of this product lineup initially sprung from conversations had off camera by the show’s own guests. The Shop joins a growing roster of celebrity-led mens grooming brands, fresh off the heels of Papatui, a Target-stocked grooming line launched by Dwayne “The Rock” Johnson with 22 products all under $10 as well.
4. KELLY SLATER DROPS SKINCARE LINE “FREAKS OF NATURE”
The professional surfer says he’s in the water all day so creating a product that he could trust to protect his skin from the sun’s strong rays was at the forefront of this concept for his new skincare brand. The surfing pro admits he “didn’t worry about it” in his younger years, despite “getting killed by the sun” while outside. young men were found to make up more than 60% of melanoma-related deaths. There are biological factors at play , the thickness of male skin, for instance, may exacerbate the damage of UV rays. But, most experts agree that the issue boils down to behavior: men spend a lot of time in the sun (working or working out), yet historically don’t take sun damage very seriously. Slater said that he didn’t worry about skin care in his younger years, despite getting killed by the sun while outside. The new brand is designed for outdoor enthusiasts & athletes and is focused on key concerns such as skin barrier health and targeted solutions that address sun and wind exposure, pollution and heat, and sweat, all well preserving the balance of the skin microbiome. Protecting the planet is often at the core of Slater’s ventures, of which Freaks of Nature, specifically, blends cutting-edge biotechnology with eco-conscious practices. Slater’s interest in biohacking and ocean conservation also inspired the brand and uses the packaging used by recycled plastics.
5. JAKE PAUL GOES FROM WWE TO SKINCARE
As men have begun to prioritize skin care and other beauty products in recent years, the men’s grooming category has seen strong growth. From 2018 to 2023, men’s grooming was a $28 billion business globally, with an annual compound growth rate of more than 5%. Young men are increasingly turning to social media and influencers for their sources of information. The recently launched men’s body care brand, W, that is sold exclusively at Walmart stores, Walmart.com and GetW.com has raised $14 million to-date in seed and Series A funding. Some prominent individual investors include Celsius’ CEO John Fieldly, Fanatic’s CEO Michael Rubin, rapper Lil Durk, tennis stars Nick Kyrgios , Naomi Osaka, married couple Paris Hilton and Carter Reum. The personal care line features products priced at less than $10. W, a reference to “winning,” will launch with three products: a body wash, body spray and antiperspirant deodorant. Paul said the company hopes to expand with a shampoo and conditioner, face wash and hair gel in the coming months.
6. SHELLY-ANN-FRAISER IS LAUNCHING A HAIR CARE LINE
The eight-time Olympic medalist represented Jamaica and lit up the track for the 2024 Olympics. The track-and-field athlete has been known for sporting electrifying hairstyles in colors like orange, pink, and green. Fraiser said that she’s, “I’ve always been obsessed with hair, from cutting to dyeing to having all-pink hair on my ID in college to being bald to braids, you name it. I’ve done it.” She posted on Instagram announcing her new venture: Afimi, a hair care line made with “all-natural ingredients and plant-based extracts” derived from Jamaica. Frasier believes that hair is the most powerful form of self-expression and has been an exciting way for her to reinvent herself every time she steps on the track. The product line will include a maintenance shampoo and conditioner for all hair types, scalp balm, styling creme, and glow-hydrating hair mist, among others.
TAKEAWAY-
In 2024, the intersection of sports and beauty saw a remarkable rise in popularity, with numerous athletes launching their own skincare and beauty brands. This trend highlights a shift in the perception of self-care, as athletes use their platforms to promote the importance of skincare and wellness. By creating products tailored to the unique needs of active individuals, these athletes are bridging the gap between fitness and beauty, emphasizing that taking care of one’s skin is crucial for overall health and performance. The authenticity and relatability of these sports figures resonate with consumers, driving the success of their brands. Price points are also playing a crucial role in this market. By offering products at affordable price levels, these brands can cater to a broader audience, making self-care accessible to more consumers. This burgeoning market reflects a broader societal embrace of self-care, where athletes are not only role models in sports but also in personal grooming and wellness.
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