In case you hadn't noticed, beauty is slowly integrating with the fabric of the sporting world. In the last few years, world-class athletes have been heralded as beauty role models, who push the boundaries of hair and make-up. Because who says you can't compete for a gold medal while bringing your beauty A-game, too? Just look to three-time Olympic champion Shelly-Ann Fraser-Pryce who has become synonymous with her self-proclaimed 'superpower' wigs, while sprinter Sha'Carri Richardson's manicures are almost as well known as her physical prowess. Off the track, athletes such as swimmer Lydia Jacob share their beauty routines, sign beauty deals (gymnast Alexandra Raisman has just teamed up with Schwarzkopf Professional) and even launch their own beauty brands; WYN Beauty by Serena Williams is our current favourite. Further cementing beauty as key player on the sports field is Fenty Beauty, which has just announced it will be a premium partner of the Olympic and Paralympic Games Paris 2024. The Fenty Beauty Olympics ? It certainly has a nice ring to it...
Taking to Instagram, the brand revealed, 'We are proud to announce that Fenty Beauty is a premium partner of the Olympic and Paralympic Games Paris 2024. Rendez-vous à Paris! #FentyxParis2024'. Rihanna, founder of the game-changing beauty brand, shared her excitement at the partnership: 'Tried to tell yall….we outside all 2024!!! PROUD to announce that @FentyBeauty is a premium partner of the Olympic AND Paralympic Games baby!!!'
The partnership comes with its share of perks. The biggest being that the 600 volunteers who will be awarding medals to athletes throughout the games will receive tutorials and their own make-up kits, allowing them to create a 'designated look' using Fenty Beauty-only products. It means all members of the Olympic and Paralympic Games Paris will enjoy a slice of beauty therapy.
The kit will include all the best Fenty Beauty essentials, such as the Eaze Drop’Lit All-Over Glow Enhancer, £29, the Eaze Drop Blurring Skin Tint, £29, a Gloss Bomb Universal Lip Luminizer, £19, and the Invisimatte Instant Setting and Blotting Powder, £25.
It's clear that in 2024, beauty means big business and the Olympics is not about to miss a trick. With three billion viewers expected to tune into the games which begin on Friday 26th July, we're already seeing beauty take centre stage. Sephora was appointed the official partner of the Olympic and Paralympic Torch Relays in 2023, Glossier became the first official beauty partner of the USA women’s basketball teams ahead of the games and Procter & Gamble just opened its Beauty & Grooming Salon for athletes and staff within the Olympic & Paralympic Village Plaza, serving up treatments with products from P&G brands Pantene, Head & Shoulders, Mielle Organics, Gillette, & Braun. Whatever the results at the end of the sporting season, one thing is for sure, beauty will reign supreme.
Shop: Fenty Beauty's Olympic Kit
For a glow that lasts this works as the perfect base to extend your make-up staying power. Thanks to a mix of skincare ingredients, it leaves skin hydrated, bright and reduces the look of pores, so can be worn alone, too.
www.sephora.co.uk
An iconic tint that will instantly blur, even and smooth with its flexible formula. Better yet, it's humidity, sweat, and transfer-resistant making it ideal for a summer of sports.
www.sephora.co.uk
Sometimes a lick of gloss is all you need to instantly look ready-for-anything. This non-sticky, high-shine, comfortable gloss is a cult favourite for good reason.
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When Rihanna pulled one of these out midway through her iconic Super Bowl performance in 2023 she proved one thing, her setting powder will see you through any of life's high-energy, sweaty moments.
Sameeha Shaikh is Grazia UK's Beauty Writer, working across all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).
