The athlete-founded brands looking to score big in beauty

By Alessandro Carrara | Published: 14-May-2024

More athletes are launching brands in 2024. Cosmetics Business explores why sports stars are now looking to compete in the beauty industry

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The beauty industry’s magnetic pull has resulted in countless celebrity and influencer brands, and now the sector’s appeal has caught the eye of professional athletes.

US basketball player LeBron James, former wrestler Dwayne Johnson and tennis icon Serena Williams are among the new wave of sports stars-turned-beauty entrepreneurs to enter the business in 2024.

But the trio are part of a growing movement of athletes exploring the beauty space. Maria Sharapova invested in sun care line Supergoop in 2014 and Naomi Osaka launched Kinlò in 2021, a skin care line designed for melanin-rich skin.

Retired Italian swimmer Federica Pelligrini launched skin care brand, Fit.Fe by Fede, in 2022 and the late basketball star Kobe Bryant was an early adopter to cosmetics by launching his own male grooming line, Art of Sport, in 2018.

So, what is driving sports stars to now compete in beauty?

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