The link between beauty brands and women’s sport just took a high-profile leap. Clinique, part of The Estée Lauder Companies, has been named the first-ever Beauty Partner of England’s women’s rugby team, the Red Roses. This partnership will be front and centre during the Women’s Rugby World Cup kicking off on 22 August, marking a significant shift in how beauty aligns with sport culture.

Why it matters now

Women’s sport is seeing unprecedented growth in audiences, sponsorship value and cultural impact. According to the latest Women’s Sport Trust report (July 2025), brands that invest in women’s sport outperform traditional sponsors on emotional connection, brand affinity and long-term consumer loyalty. Clinique was ranked among the top performers, with over 70% of people aware of the partnership feeling more positive toward the brand.

This deal builds on Clinique’s grassroots programme GameFace, launched in 2022, which has funded clubs, supplied equipment and supported education for young women in rugby.

Pros - What’s working?

First-mover advantage: Clinique is the first beauty brand to partner with the Red Roses at an elite level, differentiating itself in a crowded skincare market.
Emotional brand lift: Strong data shows heightened affinity and trust among consumers who are aware of the partnership.
Grassroots to elite pipeline: The progression from GameFace to official Beauty Partner demonstrates brand commitment rather than a one-off marketing stunt.

Cons - Limitations or risks

Niche sport overlap: Rugby, while growing, is still a smaller audience compared to mainstream sports like football, potentially limiting mass exposure.
Perception gap: Not all audiences will connect beauty and rugby, risking accusations of a forced or mismatched brand alignment.
Short-term visibility window: Unless sustained post-World Cup, the halo effect may fade.

Opportunities - Where brands should focus

Content storytelling: Authentic narratives about player journeys, skincare routines, and confidence could extend impact beyond the tournament.
Cross-category campaigns: Leveraging beauty, sport, and lifestyle positioning to attract broader audiences.
Influencer-player collaborations: Co-creating content with athletes who resonate with beauty-savvy consumers.

Challenges - Barriers ahead

Maintaining authenticity: Audiences are sensitive to tokenistic sponsorships that lack tangible support.
Competition in women’s sport: With Unilever and Coppertone also making rugby moves, Clinique will need to keep its positioning distinct.
Long-term ROI measurement: Tying sponsorship impact directly to product sales remains complex.

Key takeouts

Clinique is setting a precedent by merging beauty with elite women’s rugby in a way that builds on authentic grassroots work.
Emotional brand affinity is a proven outcome for brands investing in women’s sport.
Sustaining momentum after major tournaments will be critical for lasting impact.

Next steps for brand marketers

Think beyond logo placement: Develop integrated campaigns that blend cultural storytelling, product relevance and player advocacy.
Bridge grassroots and elite: Show a clear pathway from community support to national stage.
Measure sentiment shifts: Track not just reach but changes in perception and brand trust over time.
Plan post-event activation: Ensure the brand narrative lives on after the final whistle.