NYX Professional Makeup Partners with College Basketball Star Lauren Betts
SPORTS
Lauren Betts serves as the face of NYX Professional Makeup in the “Make Them Look” campaign.
Beauty and sports continue to intersect in new and meaningful ways, and NYX Professional Makeup’s latest partnership with college basketball standout Lauren Betts highlights how brands are increasingly investing in female athletes and the cultural momentum behind women’s sports.
The cosmetics brand has named Betts the newest face of its “Make Them Look” campaign, a program designed to celebrate individuality, confidence, and self-expression while elevating the visibility of women in athletics.
Betts, one of the most decorated players in college basketball, recently earned both Conference Player of the Year and Defensive Player of the Year honors, making her a powerful representative of the next generation of athletes reshaping the sports landscape.
Beauty Meets Athletic Identity
For NYX Professional Makeup, the collaboration reflects a broader commitment to supporting athletes who are redefining what strength and beauty look like in modern culture.
Betts joins the campaign as her first-ever beauty brand partnership, bringing her voice and perspective to a campaign that emphasizes authenticity and empowerment.
In the campaign, Betts appears across the brand’s social and digital platforms, sharing how both basketball and beauty allow her to express different sides of her identity. The campaign reinforces a message that confidence and athletic performance are not separate from self-expression, they can exist side by side.
According to Betts, basketball is where she pushes her limits competitively, while beauty gives her another avenue to express who she is off the court. Her involvement aims to inspire young women and girls to embrace all aspects of their individuality.
Continuing NYX’s Investment in Women’s Sports
The partnership builds on NYX Professional Makeup’s growing presence in the world of women’s sports.
The “Make Them Look” campaign first launched in 2024, introducing basketball star JuJu Watkins as the brand’s first female athlete ambassador. In 2025, the program expanded to include soccer standouts Alyssa and Gisele Thompson, continuing the brand’s focus on athletes who are reshaping sports culture.
Beyond athlete collaborations, NYX has also established partnerships with professional sports organizations, including becoming the first-ever multi-year cosmetics partner of the National Women’s Soccer League’s Angel City Football Club.
These initiatives signal a long-term strategy for the brand, positioning itself at the intersection of beauty, sport, and empowerment.
Community Engagement and Mentorship
The collaboration will extend beyond advertising campaigns.
NYX Professional Makeup and Betts will also invite fans, athletes, and students to participate in community-focused events centered on mentorship and connection. Selected participants will have the opportunity to engage with Betts through coaching sessions and professional guidance while exploring some of the brand’s signature products.
The initiative reflects a growing trend in brand partnerships with athletes: moving beyond endorsements to create experiences that foster community engagement and mentorship opportunities.
The Bigger Picture
As women’s sports continue to experience unprecedented visibility and investment, partnerships like this highlight how brands are evolving their marketing strategies.
Rather than simply sponsoring athletes, companies are increasingly collaborating with them to tell broader cultural stories, ones that connect athletic excellence with identity, confidence, and creativity.
For NYX Professional Makeup, Lauren Betts represents more than a high-performing athlete. She embodies a generation that refuses to separate performance from personality.
And as the influence of women’s sports continues to expand, partnerships that celebrate both athletic achievement and authentic self-expression are becoming an increasingly powerful platform for brands looking to connect with modern audiences.