Rihanna Fenty Beauty Partners With WNBA’s New York Liberty

Rihanna is bringing her influence to women’s basketball through a new partnership between her Fenty Beauty brand and the WNBA’s New York Liberty.is bringing her influence to women’s basketball through a new partnership between her Fenty Beauty brand and the WNBA’s New York Liberty.

The deal makes Fenty Beauty an official partner of the reigning WNBA champions, blending sports and beauty in a collaboration designed to highlight diversity and expand visibility for women athletes.

While Rihanna herself will not serve as the face of the franchise, the partnership allows her billion-dollar brand to represent the Liberty both on and off the court.

“There’s not one monolithic view of what a female athlete looks like, and there’s not one monolithic view of what beauty and beautiful looks like,” said Sukiana Chancy, vice president of brand strategy for Fenty Skin and Fenty Hair. “That is the perfect intersection, really, of the marriage of these two brands, Fenty Beauty and New York Liberty.”

For the Liberty, the move underscores how major brand investments can fuel the league’s growth. “It all really goes back to investment, general investment, from brands who want to step up and have value alignment with us,” Liberty CEO Keia Clarke told NBC News.

“I think there’s a different level of visibility for women’s sports right now, and especially in basketball.”

Players have embraced the collaboration as an opportunity to reflect the full spectrum of womanhood, balancing toughness on the court with self-expression through beauty. “I finally found a perfect space for me to represent all of who I am, not just being an athlete, not just being a beauty junkie,” said Liberty forward Isabelle Harrison.

“So Fenty, with this partnership, has truly brought both of my worlds together.”

Fans are also seeing Fenty Beauty products integrated into the Liberty’s game-day experience, from the Gloss Bomb Cam to appearances by Ellie the Elephant, the team’s mascot, showing off her favorite products. The collaboration has already resonated with supporters this season, signaling new possibilities for brand partnerships in women’s sports.

Clarke said the partnership is not just cosmetic but also strategic: “It was such a validating moment, that this is the right partnership, and that we’re engaging with the community in a way that they want to be engaged with. And it also highlighted that maybe this was a gap in the audience.”

The Liberty’s alliance with Fenty Beauty reflects a broader cultural shift: women’s sports are increasingly viewed as a space where athleticism, identity, and self-expression intersect—and where investment is starting to follow.