Ulta Beauty has teamed up with six female athletes from both established and emerging sports for its first-ever Ulta Beauty Roster. Through omnichannel marketing and digital content, these athletes will help Ulta Beauty redefine sports through the lens of beauty and empowerment. Additionally, Ulta has launched the Roster for Change grant program, designed to address the alarming rates at which girls drop out of sports by offering targeted, on-the-ground assistance tailored to each athlete’s needs, from equipment and team transportation to facilities upgrades and locker room amenities.
Ulta isn’t leaving out these athletes’ fans; the retailer will offer digital trading cards for members of the Roster that focus less on performance data and more on deeper attributes driving success, including confidence, self-expression, tenacity and strength. Dedicated social cards for each athlete will highlight their “powers” and essential beauty products from Ulta Beauty, serving as a product discovery platform introducing fans to their beauty essentials.
“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 at Ulta Beauty in a statement. “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.”
The initial Ulta Beauty Roster consists of:
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- Anna Leigh Waters: At just 19 years old, she is the youngest, most decorated professional pickleball player in history. She is the current World #1 in Singles, Doubles, and Mixed Doubles, as well as a 176X Medalist on the PPA Tour, and she has been breaking the glass ceiling of pay equity by outearning both male and female pickleball pros.
- Dearica Hamby: Los Angeles Sparks forward Dearica Hamby is a 31-year-old basketball star known for her resilience and dynamic athleticism. She is a 3X WNBA All-Star, 2X WNBA Sixth Woman of the Year, 2022 WNBA Champion and Olympic Bronze Medalist. Dearica uses her voice to advocate for support for working mothers and leads by example for female athletes all across the country.
- 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 Champion and the inaugural LOVB Champion and Finals MVP in 2025 at just 24 years old, Madisen Skinner is a highly decorated volleyball player who currently plays for LOVB Austin. She’s openly discussed her struggles with pressure, confidence and self-love as a top-ranked athlete, making her a relatable role model.
- Midge Purce: Midge Purce is a Gotham FC and USWNT forward who also has modeled for Sports Illustrated Swimsuit. Midge is also the co-founder of the Black Women’s Player Collective (BWPC) and CEO and Founder of The Offseason Inc.
- 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 and is a pioneer in empowering female athletes, launching a youth flag football camp in Texas, conducting clinics and serving as a spokesperson for Texas Girls’ High School Flag Football.
