Athlete-Founded Beauty Brand Growth 2025
Athlete-founded and athlete-partnered beauty brands have gained remarkable momentum in 2025, reshaping how consumers engage with skincare, haircare, and makeup. These athletes aren’t just lending their names—they’re launching or aligning with products that reflect their personal values, cultural heritage, and everyday routines.
From sun protection for deeper skin tones to tattoo care for active lifestyles, these ventures are filling gaps in the beauty industry that mainstream brands have long overlooked. Their influence reaches far beyond the locker room, appealing to consumers who value authenticity, representation, and performance-driven products. As these brands grow, they set new standards for innovation, inclusivity, and storytelling in the beauty space. The following breakdown highlights ten standout examples of this trend and the implications each one holds for the future.
Athlete-Founded Beauty Brand Growth 2025 (Editor's Choice)
Athlete-founded beauty brands are making significant strides in 2025, blending sports, personal care, and entrepreneurship. Here's a curated list of the top 10 athlete-founded beauty brands experiencing notable growth this year:
1. Serena Williams – Wyn Beauty
Serena Williams' Wyn Beauty continues to thrive with its skin-focused makeup line designed for active lifestyles. The brand emphasizes inclusivity and performance, featuring products like the Featuring You Hydrating Skin Enhancing Tint. Williams' commitment to quality and representation has solidified Wyn Beauty's position in the market.
2. Naomi Osaka – Kinlò
Tennis star Naomi Osaka's Kinlò focuses on sun care tailored for melanin-rich skin. The brand's mission to address the overlooked needs of people of color in sun protection has resonated with consumers, leading to increased visibility and sales. Osaka's active involvement and advocacy continue to drive Kinlò's success.
3. Dwayne "The Rock" Johnson – Papatui
Dwayne Johnson's Papatui offers a range of men's personal care products inspired by his Samoan heritage. With items like tattoo care and body washes, the brand emphasizes authenticity and cultural roots, appealing to a broad male demographic seeking quality grooming solutions.
4. Venus Williams – EleVen by Venus
Venus Williams' EleVen by Venus merges athletic wear with beauty, promoting a holistic approach to wellness. The brand's expansion into beauty products complements its activewear line, reinforcing Williams' vision of empowering individuals through self-expression and health-conscious choices.
5. LeBron James – Uninterrupted Beauty
LeBron James' Uninterrupted Beauty extends his media platform into the beauty industry, focusing on products that celebrate individuality and confidence. By leveraging storytelling and community engagement, the brand connects with consumers seeking authenticity and empowerment in their beauty routines.
6. Simone Biles – Gold Over America Tour Beauty Line
Olympic gymnast Simone Biles introduced a beauty line as part of her Gold Over America Tour, featuring products that promote self-care and resilience. The line's emphasis on mental health and inner strength resonates with fans and consumers alike, contributing to its growing popularity.
7. Sha'Carri Richardson – Olay Partnership
Track and field star Sha'Carri Richardson's collaboration with Olay brings attention to skincare tailored for athletes. Her vibrant personality and advocacy for self-expression align with Olay's mission, resulting in a partnership that enhances brand visibility and relevance.
8. Sunisa Lee – KISS Nail Collaboration
Olympic gold medalist Sunisa Lee partnered with KISS to launch a line of nail products celebrating creativity and cultural heritage. The collaboration showcases Lee's personal style and commitment to representation, attracting a diverse consumer base.
9. Cameron Brink – Urban Decay Ambassador
Basketball player Cameron Brink's role as an ambassador for Urban Decay highlights the intersection of sports and beauty. Her advocacy for mental health and individuality complements the brand's edgy image, appealing to younger audiences seeking authenticity.
10. Angel Reese – Mielle Organics Partnership
LSU basketball star Angel Reese's partnership with Mielle Organics focuses on haircare solutions for textured hair. Her influence and dedication to embracing natural beauty contribute to the brand's expansion and resonance within the community.
These athlete-founded and athlete-partnered beauty brands exemplify the dynamic fusion of sports, personal care, and entrepreneurship, reflecting a broader trend of authenticity and inclusivity in the beauty industry.
Athlete-Founded Beauty Brand Growth 2025 and Future Implications
Athlete-Founded Beauty Brand Growth 2025 #1. Serena Williams – WYN Beauty
WYN Beauty by Serena Williams has emerged as a leading athlete-founded beauty brand in 2025, with a focus on inclusivity, skin-first formulations, and long-wearing makeup for active lifestyles. The brand’s successful launch into major retail chains and its bold marketing around personal expression has captured attention beyond tennis fans. Williams’ credibility and advocacy for self-care have elevated WYN into a beauty staple for diverse demographics. As more athletes enter the beauty space, WYN sets a precedent for performance-based beauty brands with both luxury appeal and mass accessibility.
Athlete-Founded Beauty Brand Growth 2025 #2. Naomi Osaka – KINLÒ
KINLÒ, founded by Naomi Osaka, addresses a long-overlooked segment in the skincare market: sun protection for melanated skin. In 2025, the brand expanded its reach through retail partnerships and educational campaigns highlighting sun safety for people of color. With a growing focus on inclusive dermatology, KINLÒ continues to gain traction for its blend of functionality and representation. The future of beauty may see more athlete-backed skincare lines that solve real-world issues while challenging outdated beauty norms.
Athlete-Founded Beauty Brand Growth 2025 #3. Dwayne “The Rock” Johnson – PAPATUI
PAPATUI, a men’s grooming brand created by Dwayne Johnson, has gained massive popularity in 2025 through its culturally rooted identity and emphasis on self-care for men. With unique product lines like tattoo skincare and body wash, PAPATUI appeals to a wide male audience underserved by traditional beauty brands. Johnson’s influence and commitment to authenticity have helped normalize grooming conversations among men of all backgrounds. The brand's success suggests continued growth in male beauty categories, particularly when spearheaded by trusted public figures.
Athlete-Founded Beauty Brand Growth 2025 #4. Venus Williams – EleVen by Venus
Venus Williams expanded her activewear brand EleVen into beauty, with skincare and SPF-infused products tailored for high-performance lifestyles. The move strengthens the brand’s mission of holistic wellness and empowerment through movement, nutrition, and skin health. By merging athletics and beauty, EleVen appeals to a growing consumer interest in clean, purpose-driven beauty. This trend signals a future where beauty merges seamlessly with lifestyle branding and functional innovation.
Athlete-Founded Beauty Brand Growth 2025 #5. LeBron James – The Shop Men’s Grooming
LeBron James’ grooming line, launched under The Shop brand, reflects his influence beyond basketball and into wellness. The line includes beard care, skincare, and hair products, and emphasizes cultural identity and community empowerment. Positioned around storytelling and personal rituals, the brand connects with consumers seeking authenticity and purpose-driven products. Its success points to a larger trend where male beauty products intersect with personal heritage and media platforms.
Athlete-Founded Beauty Brand Growth 2025 #6. Simone Biles – Gold Over America Tour Beauty Line
Simone Biles introduced a beauty line tied to her Gold Over America Tour, celebrating resilience, mental health, and self-expression. With wellness-themed products like aromatherapy and skincare, the line resonates with fans who see Biles as a role model both on and off the mat. The emotional connection between product and story creates strong brand loyalty and expands the scope of beauty beyond physical appearance. Athlete-led brands may increasingly integrate wellness as a core pillar in the years ahead.
Athlete-Founded Beauty Brand Growth 2025 #7. Sha’Carri Richardson – Olay Partnership
Sha’Carri Richardson’s partnership with Olay shines a spotlight on skincare made for athletes and active consumers. Through bold ad campaigns and Olympic-themed promotions, Richardson champions skin confidence and individuality. The partnership reflects a growing trend in strategic athlete-brand collaborations that align with larger movements around self-expression and personal care. This model could inspire more legacy brands to tap into athletic authenticity to refresh their image and reach Gen Z buyers.
Athlete-Founded Beauty Brand Growth 2025 #8. Sunisa Lee – KISS Nail Collaboration
Sunisa Lee’s collaboration with KISS highlights nail art as a form of self-expression rooted in culture and identity. The 2025 launch gained traction across social platforms and appealed to younger consumers drawn to customizable beauty. Lee’s background and influence among Asian American youth also bring important representation into the beauty space. This trend points toward future growth in co-branded beauty products that elevate underrepresented voices while embracing personalization.
Athlete-Founded Beauty Brand Growth 2025 #9. Cameron Brink – Urban Decay Ambassador
Cameron Brink joined Urban Decay as a brand ambassador in 2025, bringing athletic credibility to the bold makeup brand. Her presence bridges the gap between performance and edgy beauty, attracting consumers who want their looks to be both expressive and durable. As an emerging face in sports and beauty, Brink connects with a new generation redefining femininity through strength and style. Her campaign success suggests that unconventional athlete partnerships may become a staple in brand strategies.
Athlete-Founded Beauty Brand Growth 2025 #10. Angel Reese – Mielle Organics Partnership
Angel Reese’s partnership with Mielle Organics centers around natural haircare and pride in texture, culture, and community. As a prominent NCAA athlete, Reese brings visibility to the importance of proper hair maintenance in sports and everyday life. Her authenticity and online influence drive awareness for Mielle’s mission and amplify its credibility among younger consumers. This collaboration signals continued growth in athlete-backed beauty products focused on identity, wellness, and cultural heritage.
The Future of Athlete-Driven Beauty Brands
The success of these athlete-founded and athlete-partnered beauty ventures in 2025 reflects a larger transformation happening across the beauty industry. Athletes are no longer limited to endorsements—they are shaping product development, leading brand narratives, and building communities rooted in empowerment and representation. Each brand highlighted here offers more than cosmetics or skincare; they stand as statements about identity, wellness, and purpose.
As consumers continue to demand transparency, inclusivity, and function in their products, the influence of these athlete-driven brands is only expected to expand. Their momentum signals a future where beauty brands are co-created by cultural icons who understand both performance and personal care. This evolution offers a new playbook for beauty that’s active, expressive, and deeply connected to real-life stories.
Sources:
- https://www.forbes.com/sites/coreincarter/2025/04/22/serena-williams-wyn-beauty-redefines-how-we-show-up-every-day/
- https://www.essence.com/beauty/naomi-osaka-kinlo/
- https://www.prnewswire.com/news-releases/dwayne-the-rock-johnsons-wellness-brand-papatui-launches-ageless-action-under-eye-patches-302379296.html
- https://www.essence.com/culture/venus-williams-collection-eleven/
- https://www.globalcosmeticsnews.com/lebron-james-announces-official-launch-of-the-shop-mens-grooming/
- https://www.elle.com/culture/celebrities/a62521600/simone-biles-gold-over-america-tour/
- https://www.essence.com/beauty/shacarri-richardson-olay-2024-paris-olympics/
- https://www.kissusa.com/pages/suni-lee-x-salon-x-tend
- https://www.prnewswire.com/news-releases/urban-decay-welcomes-cameron-brink-as-new-brand-ambassador-302290781.html
- https://www.essence.com/news/money-career/angel-reese-mielle-organics/