The Beauty Brand Unveils the Newest Face of the “Make Them Look” Campaign, Continuing Commitment to Self-Expression and Deepening its Investment in Elevating Female Athletes
LOS ANGELES, March 11, 2026 /PRNewswire/ — NYX Professional Makeup announces partnership with Lauren Betts, the college basketball standout who earned both Conference Player of the Year and Defensive Player of the Year honors. As one of the first beauty brands to develop strategic partnerships in women’s sports, NYX Professional Makeup has made supporting female athletes a defining part of its brand identity — and Betts is a natural next chapter.
In her first-ever beauty deal she is the newest face of the brand’s “Make Them Look” campaign, a program that actively celebrates and empowers women in sports. The partnership reinforces NYX Professional Makeup’s ongoing commitment to supporting emerging talent wherever they play — on the court, on the field, or on the stage.
“I’m honored to be part of this campaign,” said Lauren Betts. “I’ve learned that strength and beauty aren’t separate – they exist together. Basketball is where I compete and push my limits, but beauty is another way I express who I am off the court. I hope seeing someone like me represented in the beauty space inspires other girls to embrace everything that makes them different.”
Lauren Betts is a trailblazing athlete pushing the boundaries of confidence and strength. As NYX Professional Makeup continues its mission of elevating, celebrating, and redefining how female athletes are represented in beauty, Betts is a natural choice as partner. Her record-breaking performance, work ethic, energy and commitment to empowering women in sports align perfectly with NYX Professional Makeup’s brand values.
“As we head into another year of Make Them look, we are proud to continue supporting athletes who are changing the culture of sport. Lauren is incredible on the court, but what really stands out is how she shows up as herself – confident, authentic and very in the moment,” said Diana Valdez, VP, Brand and Consumer Experience of NYX Professional Makeup. “And, that’s exactly the kind of energy we love to celebrate at NYX Professional Makeup.”
In Betts’ Lauren’s campaign with NYX Professional Makeup, fans and consumers alike can expect to see the basketball star featured in a variety of content across the brand’s social and digital platforms. Additionally, NYX Professional Makeup and Betts will invite their communities of fans, athletes, and students to participate in a friendly, community-focused game centered on connection and mentorship. Selected participants will receive on-court coaching and professional guidance while discovering Lauren’s favorite essentials, including The Brow Glue Crazy Lift, Butter Gloss, and Epic Inky Stix.
