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The beauty brand served as the presenting partner of WWE’s All-Women's Premium Live Event Evolution on Sunday, July 13 in Atlanta.
July 13, 2025
By: Lianna Albrizio
Associate Editor
Maybelline is stepping into the ring.
The color cosmetics brand is tag-teaming with the WWE, part of TKO Group Holdings, as the entertainment company’s first-ever cosmetics partner.
The deal commences with Maybelline serving as the presenting partner of Evolution – the all-women’s Premium Live Event – on Sunday, July 13 at State Farm Arena in Atlanta.
“WWE is excited to collaborate with Maybelline, a partner that not only leads the beauty industry but also shares our vision for highlighting amazing individuals across the roster,” said Brit Santypal, senior VP of Partnership Marketing, TKO.
Amy Whang, president of Maybelline New York, said the brand is proud to support a global community that inspires confidence and self-expression.
In addition to the presenting partner designation at Evolution, Maybelline will receive center mat ring branding, a custom vignette and social media integrations. The partnership and activation strategy were developed in collaboration with Beauty Co-Lab, L’Oréal’s media agency of record.
“Maybelline continues to lead the way by moving at the speed of culture — connecting beauty with entertainment in bold, inclusive, and unexpected ways,” said Delphine Hernoux, CEO, Beauty Co-Lab. “At Beauty Co-Lab, we’re proud to have helped shape this milestone partnership with WWE, which reflects the kind of innovative thinking that keeps the brand ahead of the curve.”
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