Earlier this summer, WWE partnered with global makeup brand Maybelline New York, marking its first venture into cosmetics. This move is significant for wrestling, traditionally seen as male-dominated, and shows that the industry is open to new and diverse collaborations.
Maybelline aims for this partnership to redefine norms in wrestling, highlighting that makeup has long been essential for wrestlers’ personas despite some fans overlooking its significance.
The spectacle of the event involves the variety of personas each wrestler performs and the creativity of their costumes. Whether it be male or female, makeup and face paints have been used to enhance these looks and bring out the character in these performers. Makeup is a tool and doesn’t have to be held back by strict gender roles.
Additionally, due to a slowly growing female audience, this partnership will definitely help garner more attention from women, especially with the collaboration’s first event, which highlighted some of WWE’s most notable female wrestlers.
Maybelline has set an example that might lead other companies to follow in its example. Not only would this boost interest in their makeup products if they chose to release WWE-themed products, but this would also open the makeup industry to further efforts in acquiring more mainstream male customers.
