⚡ Women’s soccer and beauty brands: a cultural shift
- Alejandra Salazar
- Oct 8
- 2 min read
Women’s soccer is growing fast in the U.S., and beauty brands are catching on.
NYX Professional Makeup just announced Alyssa and Gisele Thompson — Angel City Football Club stars and sisters — as the newest ambassadors of their “Make Them Look” campaign.
Women’s soccer is attracting loyal, young, and diverse audiences — especially Latinas. According to a recent report by DRAFTED and Sprocket Sports, nearly 1 in 3 Latina fans said they prefer women’s teams as their favorites, and almost 18% of Latinas identify the NWSL as their favorite sports league.
As the Founder & CEO of CROING l Creative Agency, a women-led creative agency, this doesn’t just excite us — it inspires us to keep challenging narratives that overlook diversity and female visibility.
Seeing beauty brands increasingly team up with women’s teams and athletes is a clear sign of the cultural shift we’re living through: women’s sports are no longer a trend — they’re a powerful platform for influence.
The future of marketing lies at the intersection of women’s sports, beauty, and representation, where real culture is being built — Watch the episode of my podcast hashtag#WomenWhoBrand with Denée Pearson, Global Brand President at hashtag#NYXProfessionalMakeup, where we talked about the importance of representation
Congrats people Teresa Aduloju, Yasmin Dastmalchi, Rory R., Kaoutar Daoudi, Jordyn Freedman, Carissa Perez, Lina Gonzalez, June Ning, Cathy Kemp, Keimairra Haylock, Alex Mallen, Jaclyn G., Maria Mayer, Jesse Smith Thomas, Evan Jones, Justine Miller
I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency. I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.
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