Milani Cosmetics is Scoring Big, Elevating the Game for Women Who Sweat
Written by Valentina Ross
Hair up. Gear on. Face beat.
Game-ready success takes more than just clocking in eight hours of sleep and fueling up on a hearty breakfast; it’s about how you set up your mental game. Because let’s be real: when you look good, you feel good – that’s the kind of confidence that can’t be coached.
The women’s athletics scene is rapidly increasing, and it’s finally getting the appreciation it deserves. Whether it’s dominating traditional sports, crushing high-intensity workouts, or hitting that 10k steps goal, women are sweating like never before. Even better, they are passionate about the glowing trickle that comes from pushing your limits.
Alongside this passion, 69% of women get a boost of self-esteem from beauty products (Mintel).
But this passion didn't grow with just any product. The real secret for boosting self-esteem through makeup? Setting Spray. For pro makeup artists, it’s the beauty tool that’s always in their makeup bag. All-day, all-night glam? That’s the power of a spritz that will last.
With more women empowered to build physical strength and make beauty an inspirational mindset (not an aesthetic), Milani Cosmetics took note – especially after seeing raving reviews for their Make It Last setting spray. Female athletes need a product that will allow them to glow not only from the inside, but also the outside. While Milani’s setting spray promised the usual 16 hours of wear, further research showed it could actually go the distance—lasting a full 24 hours.
It isn’t uncommon for the brand to capitalize on consumer-driven knowledge. Milani Cosmetics is founded on its deep commitment to inclusive beauty and accessible luxury–beauty for all, inspired by you. Dedicated to offering high-quality products for all skin tones at an affordable average price of $10, Milani manufactures its products in Europe, Korea, and North America. As an omnichannel brand, Milani is available at major retailers like CVS, Target, Amazon, and more, making inclusive beauty accessible to everyone.
Getting ahead of the game by leaning into TikTok and Instagram trends, Milani took a strategic shot by linking their iconic setting spray with athletes, offering a new perspective on boosting confidence–no touch-ups necessary.
When your face is locked in, your mind is ready to go.
They first tested this theory with a soft campaign in partnership with Barry’s Bootcamp – a high-intensity workout brand. The launch successfully marketed their setting spray as waterproof and sweat-proof, resulting in an expanded campaign with professional athletes: ‘Face Set. Mind Set.’
Adopting a new approach to endurance, the campaign featured powerhouse female athletes participating in the 2024 Paris Olympics, including gymnast Jordan Chiles, WNBA star Sabrina Ionescu, volleyball gold medalist Chiaka Ogbogu, and weightlifter Mattie Rogers.
By celebrating strength and resilience, Milani Cosmetics didn’t just set faces, they set a high bar for beauty standards everywhere.
Societal expectations of females have come a long way, but the journey isn’t over. Ever since Dove’s #LikeaGirl campaign challenged classic beauty stereotypes, it’s essential the beauty industry continues to celebrate the complexity that comes with womanhood. For Milani Cosmetics to reopen the conversation by spotlighting female athletes in makeup ads, is proof of how much representation matters. These aren’t cookie-cutter ideals—they’re bold, authentic tributes to strength, resilience, and athleticism, reshaping beauty into something bigger, more real, and more inclusive than ever.
With the growing number of beauty brands taking advantage of this modernist opportunity, the advertising industry is already experiencing a switch through the term “athbeauty,” the intersection of athletics and beauty (Mintel). It’s the perfect moment for beauty brands to cater to the growing number of female fitness enthusiasts by offering more versatile products and communicating a broader interpretation of beauty.
It’s about time the sports and beauty communities work together. It’s the cultural shift that’s necessary to lock in female athlete’s multifaceted game faces as we charge into the future of advertising.
Sources:
https://adage.com/article/podcast-marketers-brief/how-milani-cosmetics-leaning-womens-sports/2568611
https://open.spotify.com/episode/5Unmb9yTKgrwr564ShEqeJ?si=ae4f690ffa5249f0
https://www.mintel.com/insights/beauty-and-personal-care/whats-next-for-the-athbeauty-trend/