Beauty brands flock to WNBA

Proctor & Gamble, Ipsy and CVS Pharmacy are just a few of the companies getting in on the rising popularity of the WNBA, which kicks off its 30^th season next month. All three announced brand partnerships earlier this week, with P&G brands Secret and Olay rolling out under the new partnership. The company’s Mielle hair care brand has partnered with the league since 2023. CVS is now the “official beauty patch partner” of the Dallas Wings, while the Las Vegas Aces have named beauty subscription service company Ipsy as their “official beauty partner.” “The WNBA is experiencing incredible growth,” said P&G President of North America Mindy Sherwood. “This partnership is a powerful opportunity for our brands to show up in ways that celebrate the game.” The league broke both viewership and attendance records in 2025.