- Sephora appointed England and Arsenal forward Chloe Kelly as the first-ever UK face of Sephora Collection.
- Kelly fronts the rollout for the £15 It’s a Stretch Tubing Volume & Length Mascara.
- The partnership represents Kelly’s first official deal with Sephora, expanding her presence across mainstream lifestyle and beauty.
- The campaign continues Sephora’s recent global move into women's sports following its WNBA partnership in Canada.
Sephora has named England Lioness and Arsenal forward Chloe Kelly as the first-ever UK face of Sephora Collection. The deal headlines the launch of the brand’s new It’s a Stretch Tubing Volume & Length Mascara, available at Sephora for £15 GBP.
Kelly stars in promotional visuals highlighting the mascara’s 24-hour smudge-resistant formula, quick warm-water removal, and 360-degree ball-tip brush. Known for her high-energy style on the pitch and bold self-expression off it, Kelly personifies the brand’s focus on accessible, everyday beauty.
This launch marks Kelly’s first partnership with Sephora. Her public profile continues to soar through major career milestones. Kelly scored England’s winning goal at UEFA Women’s Euro 2022, sealed the Euro 2025 title in a penalty shootout, and signed a permanent transfer back to Arsenal in summer 2025.
Her commercial momentum has accelerated alongside her soccer success. Earlier this month, she was named UK ambassador for audio brand Shokz to front their “Always More” campaign. Her growing endorsement portfolio also includes deals with Adidas and Calvin Klein, as well as a collectible role-model doll with Barbie.
For Sephora, partnering with Kelly marks another major step into athletic culture. While the retailer previously relied on digital creators and models like Lena Mahfouf and Rachel Hilbert, it has rapidly embraced elite sports stars.
Earlier this summer, Sephora Canada teamed up with WNBA stars Marina Mabrey, Isabelle Harrison, and Kiki Rice to launch the “Pretty Badass” campaign for the Toronto Tempo.
Takeaways
Chloe Kelly’s appointment highlights the transformation of female footballers into top-tier beauty ambassadors. Beauty contracts once went almost exclusively to actors, runway models, and lifestyle influencers.
Today, players like Kelly are proving that athletic grit and makeup artistry naturally coexist. Kelly has routinely worn full eye makeup, manicures, and styled hair during high-stakes championship finals, giving her an authentic connection to everyday cosmetics consumers.
For Sephora, expanding from North American basketball into British football shows that major retailers now view women’s sports as one of the most effective pipelines for reaching young, culturally engaged shoppers.
Will legacy cosmetics brands begin signing more soccer stars instead of standard beauty influencers for core product campaigns? Could this collaboration encourage Sephora to pursue official, league-wide sponsorships across European soccer?
