Sephora Is Now the Official Beauty Partner of the AUSL

Sephora just stepped up to the plate in a major way. The beauty retail giant has been named the official beauty partner of the Athletes Unlimited Softball League (AUSL), marking a powerful new alliance that merges athleticism, expression, and empowerment. This partnership comes at a pivotal moment for women’s sports, as the AUSL continues to rewrite the rules with a player-led model and sold-out stadiums.

Launched in 2024, AUSL isn’t your typical sports league. There are no team owners, and players call the shots, from roster selections to on-field decisions. That bold setup is paying off: the league has seen a 55% spike in ESPN viewership and packed arenas across the country. Now, with Sephora on board, the message is clear: grit and glam can coexist.

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Inside the Partnership

As part of the collaboration, Sephora will:

Create a Glam Suite to meet the beauty and self-care needs of AUSL athletes during events.
Launch social content collaborations with select players.
Introduce fan activations, giveaways, and branded photo ops at Championship and All-Star events.
Feature Sephora branding in broadcasts, stadium signage, and digital platforms throughout the AUSL season.

“This isn’t just a branding play,” said Vanessa Taveras, Director of Partnerships at Athletes Unlimited. “We’re changing the culture, challenging outdated perceptions of what it means to be a female athlete. With Sephora, we’re putting power and beauty in the same conversation.”

Zena Arnold, Chief Marketing Officer of Sephora U.S., echoed the sentiment: “We believe in celebrating individuality and confidence, and AUSL embodies those values both on and off the field.”

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Following the championship, Sephora will remain involved in the AUSL All-Star Cup, a 21-game competition throughout August where 60 athletes will compete in a dynamic format based on individual performance points.

With advisors like softball legends Jennie Finch, Jessica Mendoza, Cat Osterman, and Natasha Watley, and Commissioner Kim Ng at the helm, the AUSL is quickly becoming one of the most exciting properties in women’s pro sports.

And now, it comes with lipstick and a little extra sparkle.

Because power looks different on everyone.