Four Female Sports Stars Share the Beauty Routines That Support Their Performance

Words by Maya Avram

Women’s sport is having a moment. According to Deloitte, global revenue for the sector has nearly doubled over the past two years, climbing from $981 million in 2023 to $2.4 billion in 2025. Sponsorships and partnerships drive most of that growth, signalling that female-led sports are a compelling white space for beauty brands looking to engage with athletes (and fans) who tell a story of confidence, focus and self-determination.

Top female athletes are embracing this new relationship because, to them, beauty and sport are interconnected. Considered skincare routines and grounding rituals are deeply embedded in their lives, offering moments of clarity and calm amid the action. From a pre‑game SPF to a post‑workout cleanse and the make-up that helps them feel most like themselves, active beauty – the kind that withstands intense, extreme environments – is integral.

“Beauty isn’t vanity – it’s another way to take care of my body at the highest level, boosting my confidence and enhancing my performance.”

— Renee Montgomery, CC League

CHANEL’s CC League speaks directly to this cultural shift. The newly launched programme supports sportswomen as they navigate high-pressure environments and evolving identities, championing beauty as a source of strength and self-expression. Renee Montgomery, former WNBA player and mentor within the CC League, explains that both beauty and sport champion discipline and vulnerability. “If you are a fan of beauty and sport,” she says, “you should feel like every day is your Super Bowl.”

That idea extends well beyond the professional arena. With a summer of sport ahead – from Wimbledon’s grass courts and Ascot’s polished grandstands to regattas, championships and long days spent courtside – beauty is part of how athletes and spectators alike prepare, perform and reset. Here, elite athletes share how their relationships with beauty brands help shape performance‑driven product development, why maintaining a beauty routine matters during competition, and the products they reach for and off the pitch.

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Renee Montgomery, former WNBA player and mentor at CC League

On skincare as a mental exercise

Top Pick: CHANEL N°1 DE CHANEL Serum

While Montgomery views movement as a form of daily medicine, her work with CHANEL’s CC League is focused on mental activation. “The CC League athletes are at the peak of their careers,” she says, adding that her goal is to help further activate their minds.

Through a series of workshops and coaching sessions, the seven athletes on the programme are encouraged to explore ways to boost their confidence and anchor themselves before, during and after training. One way of doing so is through skincare that is as hardworking as they are. N°1 DE CHANEL serum is designed with an active lifestyle in mind, thanks to red camellia, a flower with revitalising powers

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Jessica Hawkins, Aston Martin Aramco Formula One team driver

On the importance of a consistent routine

Top Pick: Elemis Pro-Collagen Marine Cream SPF 30

Elemis’ partnership with Aston Martin and Formula One speaks to the emotional aspect of both sport and skincare. That relationship has also resonated with Jessica Hawkins, who uses the brand’s Pro-Collagen heroes as part of her daily grounding ritual. Consistency is crucial for Hawkins to perform at a high level. “Having a consistent skincare routine brings a sense of familiarity whether I’m at home or travelling,” she shares. “It gives me an extra bit of confidence whenever I walk into a room or start a race.”

Among her favourite products are Pro-Collagen Marine Cream SPF 30, thanks to its impressive endurance and staying power. “Whether I’m training, filming or spending long days trackside, it holds up really well against heat, weather and constant movement, keeping my skin hydrated, protected and balanced, even in the most demanding conditions.”

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Gabby George and Ella Toone, Manchester United Women’s Team

On make-up as a confidence booster

Top Pick: Estée Lauder Double Wear Longwear Matte Foundation SPF 10

Estée Lauder’s relationship with Manchester United’s Women’s Super League players has been an enlightening experience for both parties. “As a football player, feeling confident in the products you wear in high-intensity environments is so important,” says defender Gabby George. Through the partnership, they recently stress-tested a range of upcoming launches – including the new, reformulated Double Wear Foundation – offering unique insight and invaluable feedback on how the iconic base functions when pushed to the extreme. It was a roaring success: “We now can’t live without it!”

Like her peers, attacking midfielder Ella Toone agrees her beauty routine is about more than looks. “It’s not about looking a certain way; it’s about showing up intentionally and feeling confident in everything I do and in every performance on the pitch.”

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