Fashion and tennis have long been successful partners. Can beauty join the game, too? 

Many tennis players competing at Wimbledon will go home heartbroken this week, but when it comes to fashion, the tournament has many winners. This year’s edition of the famed British tennis championship has already been a fashion showcase, including with musician Arlo Parks wearing Thom Browne and “Brat” singer Charli XCX in a lacy Beaufille dress. 

Fashion is no stranger to the value of the tennis court, but this year, beauty is increasingly making a play for the tenniscore crowd. Lancôme tapped rising Polish tennis star Iga Świątek as an ambassador in April, while La Roche-Posay teamed up with Italian wonderkid Jannik Sinner in February. In May, E.l.f. launched a partnership with legend Billie Jean King to promote corporate diversity. Rather than going the sponsorship route, Serena Williams, perhaps contemporary tennis’s most influential figure, launched her makeup line Wyn Beauty this spring. Luca Guadagnino’s tennis-themed film, “Challengers,” amid costumes designed by Loewe’s Jonathan Anderson and product placement from the likes of Uniqlo, had a beauty moment, too: Zendaya’s character, Tashi Duncan, is shown applying Augustinus Bader’s $190 body cream in a scene in the film. 

“People love that tennis has become such a performative thing,” said Chidinma Asonye, chief commercial officer at Wyn Beauty. “The fashion is incredible, and I think the beauty is incredible. The self-expression, celebrating the strength of people — those are all things that people can resonate with.” 

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