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Why Athletes Are Beauty’s Real MVPs

Gen-Z sports stars like Angel Reese and Shai Gilgeous-Alexander have become unlikely ambassadors for cosmetics brands, connecting them to underserved communities. Some are even bypassing partnerships to launch beauty ventures of their own.
Angel Reese, basketball, athletics, sport, fashion, beauty, partnership
Mielle Organics had to move fast to secure college basketball star Angel Reese as its latest ambassador. (Getty Images)
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BoF PROFESSIONAL

“Beauty and haircare brands are really missing out by not working with college athletes because we’re the girls actually wearing the edge controls, the eyelashes,” said Angel Reese in a video on Twitter in early April, before rattling through a list of brands she wanted to work with that included

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Further Reading

How Athletes Went From Selling Merch to Building Fashion Brands

High-profile athletes used to make money by inking licensing deals with retailers that use their names on jerseys and shorts. Today, sports stars like Russell Westbrook and Megan Rapinoe are launching their own labels, with full financial and creative control.

About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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