Ulta Beauty Steps Into Sports With a Roster of Six Pro Female Athletes

Ulta Beauty Steps Into Sports With a Roster of Six Pro Female Athletes

Introduction
Ulta Beauty is strategically expanding into the sports domain with a dual-focus initiative celebrating female athleticism and community investment. Announced on National Girls and Women in Sports Day (February 4), the beauty retailer unveiled a landmark partnership with six professional athletes and launched the Roster for Change grant program. This move underscores Ulta’s commitment to aligning beauty with empowerment and social impact.

The Ulta Beauty Roster: Six Athletes Redefining Strength

Aligning with the growing trend of beauty brands partnering with female athletes, Ulta Beauty introduced its "Ulta Beauty Roster"—a lineup of six elite athletes across diverse sports:

1. Anna Leigh Waters (Pickleball)
2. Dearica Hamby (Basketball)
3. Emma Navarro (Tennis)
4. Madisen Skinner (Volleyball)
5. Midge Purce (Soccer)
6. Vanita Krouch (Flag Football)

This collaboration highlights how beauty and athleticism intersect as tools for self-expression. As Ulta Beauty’s CMO Kelly Mahoney states:

"These incredible women embody the transformative power of both sport and beauty, redefining strength through confidence and authenticity."

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Beauty MVPs: Athletes’ Top Product Picks

Each athlete shared their personal beauty "MVPs"—cherished products blending performance with self-care:

• Anna Leigh Waters: Supergoop! Unseen Sunscreen SPF 40 ($38)
• Dearica Hamby: Amika Perk Up Dry Shampoo ($29)
• Emma Navarro: JVN Perfect Stylefix Stick ($18)
• Madisen Skinner: HOURGLASS Veil Hydrating Skin Tint ($49)
• Midge Purce: Tarte Tartelette XL Tubing Mascara ($28)
• Vanita Krouch: Ulta Beauty Collection Lip Quench Hydrating Balm ($9)

These endorsements spotlight versatile beauty solutions tailored to active lifestyles.

Roster for Change: Investing in Communities

Beyond athlete partnerships, Ulta launched the Roster for Change grant initiative. Designed to combat the high dropout rate among girls in sports, it provides targeted support to local programs through:

• Funding for participation fees and equipment
• Team transportation and facilities upgrades
• Enhanced locker room amenities

Applications for the annual grant open in late February, emphasizing Ulta’s grassroots commitment to accessibility in sports.

The Intersection of Beauty and Athletics

Beauty brands increasingly partner with female athletes to champion authenticity. This trend recognizes athletes as multifaceted role models who normalize beauty rituals within rigorous training regimes. Ulta’s initiative amplifies:

• Inclusivity: Featuring athletes from underrepresented sports like pickleball and flag football.
• Representation: Prioritizing diverse backgrounds and body positivity.
• Empowerment: Linking beauty to mental resilience and identity.

Such collaborations signal a cultural shift, celebrating athletes beyond traditional accolades.

Conclusion

Ulta Beauty’s sports-centric strategy—blending elite athlete partnerships with community grants—marks a pivotal step in redefining beauty’s role in empowerment. By supporting women in sports financially and representationally, Ulta fuels a movement where confidence, strength, and self-expression coexist. Explore the initiative or apply for grants at UBRoster.com.

FAQs

Q1: What is the Ulta Beauty Roster?
A: It’s a partnership between Ulta Beauty and six professional female athletes across sports like basketball, soccer, and pickleball, highlighting the connection between athleticism and beauty.

Q2: How does the Roster for Change grant work?
A: The annual grant provides funds to local sports programs for expenses like equipment, fees, and facility upgrades. Applications open in late February via UBRoster.com.

Q3: Why is Ulta Beauty partnering with athletes?
A: To celebrate the role of beauty in self-expression and confidence among athletes, while supporting women’s sports and community growth.

Q4: Which athletes are included in the roster?
A: Anna Leigh Waters (pickleball), Dearica Hamby (basketball), Emma Navarro (tennis), Madisen Skinner (volleyball), Midge Purce (soccer), and Vanita Krouch (flag football).

Q5: What products do the athletes recommend?
A: Curated favorites include Supergoop! sunscreen, Tarte mascara, and Ulta’s hydrating lip balm—all chosen for performance-driven beauty.

Q6: How does this initiative support girls in sports?
A: The Roster for Change grant addresses dropout rates by removing financial barriers to participation, ensuring equitable access to sports.