Beauty ‘s alliance with women’s sports is getting stronger.

“Why would we not want to be involved?” asked Jessica Stacey, senior vice president of external communications, experiential and marketing partnerships for Sephora , at the WWD Beauty Inc Catalysts conference last month in conversation with Kirby Porter, chief brand officer of Unrivaled , and Nikara Johns, social media director of Fairchild Media Group.

Sephora and Unrivaled, the new women’s basketball organization cofounded by Breanna Stewart and Napheesa Collier, joined forces in January, at the start of the league’s inaugural season. For anyone in the audience who wasn’t aware of Unrivaled, Porter said: “There was 36 players. It featured six clubs, and it was a new style of play, three-on-three on a short and full

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