Maybelline New York and the Women’s National Basketball Association (WNBA) are partnering to target diverse communities in Canada as a way to “democratize” beauty through basketball.

The cosmetic brand and the WNBA on Thursday announced a multi-year collaboration in Canada to deliver fan engagement initiatives designed to build self-confidence through basketball. The collaboration will include fan events and community efforts designed to foster inclusivity and strengthen community bonds. As part of this effort, two basketball courts in Toronto and Montréal will be refurbished to create welcoming spaces that cater to all community members, reinforcing the importance of accessibility in sports.

Audrey Fregeau, brand director of Maybelline New York in Canada, tells Media in Canada the strategy for this campaign, which was produced in collaboration with agency partner Wavemaker, prioritizes inclusivity and broad reach.

“We’re not just aiming for a wider audience; we’re intentionally targeting diverse communities often underrepresented in traditional beauty marketing,” Fregeau says. “This involves a more diversified media mix compared to previous campaigns, incorporating both established and emerging channels to effectively engage various demographics.”

Fregeau points out Wavemaker is L’Oréal Canada’s media agency of record, meaning they have “a deep understanding of our brand and the Canadian market.” That, “coupled with their innovative approach to media strategy, makes them a perfect partner for this campaign focused on empowerment and inclusivity,” she says. “Their expertise will be instrumental in helping us democratize our media approach, ensuring broader accessibility and reach for our message of empowerment.”

As part of this partnership, Maybelline becomes an official marketing partner of the 2025 WNBA Canada Game presented by Tangerine, which will feature the Atlanta Dream and the Seattle Storm in the league’s first international regular season game on Aug. 15 in Vancouver, B.C. Maybelline was an associate partner of the sold-out 2024 WNBA Canada Game, a preseason matchup between the Los Angeles Sparks and Seattle Storm last May, and connected with fans through a dedicated Brave Together-themed concourse activation, product gifting and social content with Canadian WNBA player Kia Nurse and the Storm’s Skylar Diggins-Smith.

Fregeau says this campaign is inline with its media strategy, which centers on “the democratization of beauty” and celebrates individuality and self-expression. “The collaboration merges the worlds of beauty and basketball, demonstrating that makeup can be a tool for empowerment and self-love, regardless of background or identity. This message of accessibility is further amplified by our democratized media approach with Wavemaker, designed to ensure broader reach and engagement within diverse communities.”

This initiative builds on Maybelline’s ongoing sponsorships, including its recent title sponsorship with the Women’s Lacrosse League and its historic role as the first-ever cosmetics sponsor of the New York City Marathon.