Ulta Beauty is betting on sports, investing in women and the community. In honor of National Girls and Women in Sports Day on February 4, the beauty retailer announced a milestone partnership with six professional female athletes. Ulta has also launched a new grant program, Roster for Change, which will provide targeted, on-the-ground support to local communities and sports programs.
The new partnership, titled the Ulta Beauty Roster, includes a lineup of six athletes across a wide range of sports and marks the latest collaboration amid the growing trend of beauty brands partnering with female athletes. The roster includes pickleball player Anna Leigh Waters, basketball player Dearica Hamby, tennis player Emma Navarro, volleyball player Madisen Skinner, soccer player Midge Purce and flag football player Vanita Krouch.
“As women’s sports continue to redefine what strength looks like, beauty has become an integral part of how athletes express their confidence, identity and authenticity,” says Kelly Mahoney, Ulta Beauty’s chief marketing officer. “We created the Ulta Beauty Roster because these incredible women embody the transformative power of both sport and beauty.”
While MVPs are typically reserved for sports, the Ulta Beauty Roster athletes are also sharing their beauty MVPs. Waters relies on Supergoop! Unseen Sunscreen SPF 40 ($38), while Hamby swears by Amika Perk Up Dry Shampoo ($29). Navarro reaches for the JVN Perfect Stylefix Stick ($18), Skinner favors the HOURGLASS Veil Hydrating Skin Tint ($49), Purce loves the Tarte Tartelette XL Tubing Mascara ($28) and Krouch keeps it hydrated with the Ulta Beauty Collection Lip Quench Hydrating Balm ($9).
The effort goes beyond athlete partnerships, too. The retailer is extending its commitment to sports and the community through its first annual Roster for Change grant program. By providing targeted, on-the-ground support to local communities and sports programs, the initiative aims to address the high rate at which girls drop out of sports. The grant will help fund expenses such as participation fees, equipment, team transportation, facilities upgrades, locker room amenities and more. Applications open in late February.
Learn more about the partnership and apply for the grant at UBRoster.com.
