Maybelline named WWE’s first-ever official cosmetics partner

Maybelline New York has been named the first-ever official cosmetics partner of WWE. 

The collaboration kicks off with Maybelline serving as the presenting partner of Evolution, WWE’s all-women’s Premium Live Event taking place Sunday, July 13 at State Farm Arena in Atlanta.

As part of the agreement, Maybelline will receive center mat ring branding, a custom vignette, and social media integrations. 

“Maybelline New York is proud to partner with WWE and have the opportunity to put our products to the ultimate test,” said Amy Whang, president of Maybelline New York. 

“As the presenting sponsor of Evolution, we’re not just showing up in the ring; we’re supporting a global community that inspires confidence and self-expression, both in and out of the spotlight.” 

Looking ahead, Maybelline will continue its ongoing sponsorship presence during the first-ever two-night SummerSlam, taking place Saturday, August 2 and Sunday, August 3 at MetLife Stadium in New Jersey. 

Additionally, the brand will expand its presence within WWE’s developmental series NXT, which boasts the most robust and diverse roster of female professional wrestlers in the world. The partnership will include in-ring sponsorship, backstage integrations, and continued social media activations.

“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,” added Brit Santypal, senior vice president of partnership marketing at TKO, the parent company of WWE.