WWE Names Maybelline As First-Ever Official Cosmetic Partner

WWE and Maybelline have announced a new partnership ahead of WWE Evolution.

WWE announced that Maybelline is the first-ever official cosmetic partner of WWE. Maybelline will be a presenting sponsor at WWE Evolution on Sunday, July 13th.

From WWE:

July 10, 2025 – WWE and Maybelline New York, the number one cosmetic brand in the world, announced today a new partnership in which the beauty brand will become the first-ever Official Cosmetics Partner of WWE.

The new agreement commences with Maybelline serving as the Presenting Partner of Evolution – the all-women’s Premium Live Event on Sunday, July 13 at State Farm Arena in Atlanta.

“WWE is excited to collaborate with Maybelline, a partner that not only leads the beauty industry but also shares our vision for highlighting amazing individuals across the roster,” said Brit Santypal, Senior Vice President of Partnership Marketing, TKO.

“Maybelline New York is proud to partner with WWE and have the opportunity to put our products to the ultimate test,” said Amy Whang, President of Maybelline New York. “As the presenting sponsor of Evolution, we’re not just showing up in the ring; we’re supporting a global community that inspires confidence and self-expression, both in and out of the spotlight.”

In addition to the Presenting Partner designation at Evolution, Maybelline will receive center mat ring branding, a custom vignette and social media integrations. The partnership and activation strategy were developed in collaboration with Beauty Co-Lab, L’Oréal’s media agency of record.

“Maybelline continues to lead the way by moving at the speed of culture — connecting beauty with entertainment in bold, inclusive, and unexpected ways,” said Delphine Hernoux, CEO, Beauty Co-Lab. “At Beauty Co-Lab, we’re proud to have helped shape this milestone partnership with WWE, which reflects the kind of innovative thinking that keeps the brand ahead of the curve.”

Here is the current lineup for Evolution:

WWE Evolution (7/13)

• Battle Royal: Natalya vs. Candice LeRae vs. Nikki Bella vs. Zelina Vega vs. Stephanie Vaquer vs. Nia Jax vs. Giulia vs. Izzi Dame vs. Ivy Nile vs. Lash Legend vs. Tatum Paxley vs. Maxxine Dupri vs. Lola Vice vs. Jaida Parker vs. Kelani Jordan
• No Holds Barred Match: Naomi vs. Jade Cargill
• WWE Women’s Tag Team Title Fatal Four Way Match: The Judgment Day (Raquel Rodriguez & Roxanne Perez) (c) vs. Alexa Bliss & Charlotte Flair vs. Sol Ruca & Zaria vs. The Kabuki Warriors (Asuka & Kairi Sane)
• WWE NXT Women’s Title Match: Jacy Jayne (w/Fallon Henley & Jazmyn Nyx) (c) vs. Jordynne Grace
• WWE Women’s Intercontinental Title Triple Threat Match: Becky Lynch (c) vs. Bayley vs. Lyra Valkyria
• WWE Women’s Title Match: Tiffany Stratton (c) vs. Trish Stratus
• WWE Women’s World Title Match: IYO SKY (c) vs. Rhea Ripley