NYX Professional Makeup announced a partnership with University of Southern California Women’s Basketball star and 2024 First-Team All-American JuJu Watkins. The partnership marks the first professional makeup brand endorsement deal for a female college basketball player.
 
Watkins will serve as an ambassador and will star in a variety of national NYX Professional Makeup campaigns across the brand’s social and digital platforms, encouraging athletes to “Make Them Look”—a tagline the brand coined earlier this year to empower female athletes. 
 
She will also make her retail debut with a prominent feature on the brand’s in-store displays nationwide.
 
Watkins is a rising star in the sports world, having recently been named to Sports Illustrated’s “Most Influential Athlete” list and winner of “Best Breakthrough Athlete” at the ESPYS earlier this year, and is also a champion of authenticity. 
 
In addition to being a proud role model for aspiring athletes, Watkins is establishing her charity “Good JuJu” to support young basketball players from her hometown of Watts in South Central and across the greater Los Angeles area.
 
Yasmin Dastmalchi, General Manager of NYX Professional Makeup, said, 
 
“We are beyond excited to welcome JuJu to the NYX Professional Makeup family. JuJu’s spirit, talent, and commitment to excellence makes her a perfect pick for our brand. We can’t wait to support her as she uses her voice to further inspire our community and share our core values.”
 
Watkins commented, 
 
“I am thrilled to partner with NYX Professional Makeup to help further amplify their mission to inspire beauty enthusiasts around the world and embrace their own personal style. NYX is all about breaking boundaries and celebrating individuality, which resonates deeply with me both as an athlete and as a person. I’m looking forward to working with a brand that embraces creativity and encourages everyone to feel confident in their own skin.” 

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