JUJU WATKINS TEAMS UP WITH NYX PROFESSIONAL MAKEUP IN GAME-CHANGING PARTNERSHIP

Beauty Brand Reinforces Commitment to Female Athletes in Groundbreaking Deal with Collegiate Women's Basketball Star

LOS ANGELES, Oct. 29, 2024 /PRNewswire/ -- NYX Professional Makeup announced a partnership with University of Southern California Women's Basketball star and 2024 First-Team All-American JuJu Watkins, continuing to build the beauty brand's presence in the women's sports industry. The partnership marks the first professional makeup brand endorsement deal for a female college basketball player, introducing Watkins to NYX Professional Makeup's vast audience of more than 30 million social media followers.

A rising star in the sports world— adored by peers, fans, and professional athletes alike—Watkins proudly embodies the beauty brand's values of inclusivity, diversity, and community. Watkins, who was recently named to Sports Illustrated's "Most Influential Athlete" list and winner of "Best Breakthrough Athlete" at the ESPYS earlier this year, is also a champion of authenticity. In addition to being a proud role model for aspiring athletes, Watkins is establishing her charity "Good JuJu" to support young basketball players from her hometown of Watts in South Central and across the greater Los Angeles area.

In her role as ambassador, Watkins will star in a variety of national NYX Professional Makeup campaigns across the brand's social and digital platforms, encouraging athletes to "Make Them Look"—a tagline the brand coined earlier this year to empower the loud, proud, and authentic self-expression of female athletes. Watkins will also make her retailer debut with a prominent feature on the brand's in-store displays nationwide.

"I am thrilled to partner with NYX Professional Makeup to help further amplify their mission to inspire beauty enthusiasts around the world and embrace their own personal style," said Watkins. "NYX is all about breaking boundaries and celebrating individuality, which resonates deeply with me both as an athlete and as a person. I'm looking forward to working with a brand that embraces creativity and encourages everyone to feel confident in their own skin."

"We are beyond excited to welcome JuJu to the NYX Professional Makeup family," said Yasmin Dastmalchi, General Manager of NYX Professional Makeup. "JuJu's spirit, talent, and commitment to excellence makes her a perfect pick for our brand. We can't wait to support her as she uses her voice to further inspire our community and share our core values."

NYX Professional Makeup is proud to be a champion for cultural change across the women's sports industry by encouraging more viewership, support, and celebration of female athletes. In the last year alone, the brand kicked off the first-ever cosmetics sponsorships of the WNBA's New York Liberty team and NWSL's Angel City Football Club. With more in store for 2025, the "Make Them Look" campaign strengthens the brand's dedication to advancing women in sports and celebrates self-expression.

To learn more about NYX Professional Makeup, visit nyxcosmetics.com and @nyxcosmetics on Instagram, TikTok, Pinterest, and YouTube.

ABOUT NYX PROFESSIONAL MAKEUP
NYX Professional Makeup is a modern, digitally native makeup brand on the forefront of today's emerging beauty trends. A leader in the global color cosmetics industry, NYX Professional Makeup is an affordable professional makeup line with every shade, color and tool needed to create makeup artistry at every level. Rooted in a professional artistry heritage, NYX Professional Makeup boasts a successful multi-channel approach at the forefront of digital and retail. A social media pioneer, NYX Professional Makeup is one of the most influential and top-ranked brands, and is followed by top beauty vloggers, Instagram stars, and their millions of fans. While headquartered in the heart of Los Angeles, NYX Professional Makeup is a global brand available in more than 70 countries at thousands of retailers consisting of specialty beauty and fashion stores, freestanding shops and beauty supply stores, as well as on www.nyxcosmetics.com.

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SOURCE NYX Professional Makeup