Ulta Beauty unveils influencer team of female athletes
The nation’s largest beauty retailer is promoting achievement and empowerment among women and girls with a new influencer initiative.
Ulta Beauty is introducing the Ulta Beauty Roster, a collective of professional female athletes, in honor of National Girls and Women in Sports Day (Feb. 4). The beauty retailer selected six athletes across sports including basketball, tennis, soccer, volleyball, flag football and pickleball to share beauty routines and confidence rituals.
Ulta Beauty Roster members will also give back to local communities nationwide and attempt to inspire young girls and athletes to follow suit. The six athletes are:
- Anna Leigh Waters: At 19 years old, Anna Leigh Waters is the youngest, most decorated professional pickleball player in history.
- Dearica Hamby: Los Angeles Sparks pro basketball forward Dearica Hamby is a 31-year-old basketball star who is a 3x WNBA All-Star, 2x WNBA Sixth Woman of the Year, 2022 WNBA Champion and Olympic bronze medalist, who also plays for Vinyl BC in the 3v3 Unrivaled league.
- Emma Navarro: Emma Navarro is a 24-year-old Women’s Tennis Association (WTA) champion who reached a career-high singles ranking of world No. 8 in 2024 and has earned two Singles titles on the WTA Tour.
- Madisen Skinner: A 3x NCAA volleyball champion and the inaugural LOVB Champion & Finals MVP in 2025 at 24 years old, Madisen Skinner currently plays for LOVB Austin.
- Midge Purce: Midge Purce is a Gotham FC & USWNT forward who was a key player in Gotham's 2023 & 2025 NWSL Championship wins, including being the 2023 NWSL Finals MVP.
- Vanita Krouch: Vanita Krouch is a 3x IFAF Flag Football world champion with an overall USA record of 50–3. She is the quarterback of the U.S. National Women’s Flag Football Team, earned two silver medals at The World Games in 2022 and 2025, and served as the offensive coordinator for the NFC at the 2023 NFL Pro Bowl.
Customers will be able to purchase Ulta Beauty Cards, digital trading cards featuring the six Ulta Beauty Roster athletes. Dedicated social cards for each athlete will highlight their "powers" and essential beauty products from Ulta Beauty to honor their achievements and serve as a product discovery platform.
As part of the Ulta Beauty Roster initiative, Ulta Beauty will also debut the first annual Roster for Change grant program, designed to provide support to local communities and sports organizations in need. Roster for Change grant applications will be accepted at the UBRoster.com site starting in late February.
"As women’s sports continue to redefine what strength looks like, beauty has become an integral part of how athletes express their confidence, identity, and authenticity," said Kelly Mahoney, chief marketing officer for Ulta Beauty. "We created the Ulta Beauty Roster because these incredible women embody the transformative power of both sport and beauty. They show us that peak performance isn't just about physical strength, but about the mental strength and unwavering confidence that comes from embracing who you are. Through this initiative, we're not only celebrating their remarkable achievements but also inspiring the next generation to see that when we bring together beauty and athleticism, the possibilities are beautiful."
In another female influencer partnership, Ulta Beauty served as the official beauty and retail partner of pop superstar Beyoncé’s "Cowboy Carter Tour" in spring 2025. The collaboration included the exclusive launch of Beyoncé’s Cecred hair care line, as well as exclusive access to Cowboy Carter Tour-inspired beauty looks, curated product assortments, immersive experiences, and Beyoncé’s beauty brands.
[READ MORE: Ulta Beauty partners with Beyoncé's 'Cowboy Carter' tour]
Headquartered in Bolingbrook, Ill., Ulta Beauty operates more than 1,400 retail stores across 50 states and is expanding its presence internationally through a joint venture in Mexico, a franchise in the Middle East, and its subsidiary, Space NK, a luxury beauty retailer operating in the U.K. and Ireland.
