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The retailer’s first Ulta Beauty Roster is a collective of professional female athletes who embody confidence and resilience in and beyond the game.
February 9, 2026
By: Lianna Albrizio
Associate Editor
Ulta Beauty is betting big on women’s sports.
The retailer introduced its Ulta Beauty Roster, a collective of professional female athletes who embody confidence and resilience in and beyond the game. In honor of National Girls and Women in Sports Day, held on Feb. 4, Ulta Beauty says it’s reinforcing its commitment to help girls stay in the game by uniting these accomplished women as role models, dedicated to creating a future where young women feel empowered to unlock their potential.
“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 for Ulta Beauty. “We created the Ulta Beauty Roster because these incredible women embody the transformative power of both sport and beauty. 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.”
At 19 years old, Anna Leigh Waters is the youngest pickleball player in history. She is the current World #1 in Singles, Doubles and Mixed Doubles, as well as a 176-time medalist on the PPA Tour.
Dearica Hamby is a Los Angeles Sparks forward known for her resilience and dynamic athleticism. She is a three-time WNBA All-Star, two-time WNBA Sixth Woman of the Year, 2022 WNBA Champion and Olympic Bronze Medalist, who also plays for Vinyl BC in the 3v3 Unrivaled league. Hamby uses her voice to advocate for support for working mothers and leads by example for female athletes across the country.
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 is a volleyball player for LOVB Austin. A three-time NCAA Champion and the inaugural LOVB Champion and Finals MVP in 2025. She has openly discussed her struggles with pressure, confidence and self-love as a top-ranked athlete, making her a relatable role model.
Midge Purce is a Gotham FC and USWNT forward. She was named to Adweek’s 2025 Most Powerful Women in Sports & Forbes 30 Under 30 (Sports) and was a key player in Gotham’s 2023 & 2025 NWSL Championship wins, including being the 2023 NWSL Finals MVP, and has modeled for Sports Illustrated Swimsuit. Purce is the co-founder of the Black Women’s Player Collective, CEO and founder of The Offseason Inc and podcast host and executive producer. By the age of 30, she’s become a dominant player on and off the field, actively shaping the future–and expanding the possibilities–of women’s sports.
Vanita Krouch is a three-time IFAF Flag Football World Champion with an overall USA record of 50–3. She is the quarterback of the US National Women’s Flag Football Team, earned two Silver Medals at The World Games in 2022 and 2025; and served as the offensive coordinator for the NFC at the 2023 NFL Pro Bowl. She has launched a youth flag football camp in Texas, conducted clinics and served as a spokesperson for Texas Girls’ High School Flag Football.
As part of the Ulta Beauty Roster initiative, Ulta Beauty will launch the first annual Roster for Change grant program, designed to provide critical support to local communities and sports organizations in need. The program aims to address the alarming rate at which girls drop out of sports by offering targeted, on-the-ground assistance tailored to each winner’s specific needs, including funding for participation fees, equipment, team transportation, facilities upgrades, amenities in locker rooms and more. Roster for Change grant applications will be accepted at UBRoster.com starting in late February.
Fans will also be able to explore Ulta Beauty Cards, digital trading cards featuring the six Ulta Beauty Roster athletes. Unlike conventional trading cards, which focus on performance data, Ulta Beauty Cards celebrate the deeper attributes that drive athletic success, like confidence, self-expression, tenacity and strength. Dedicated social cards for each athlete will highlight their “powers” and essential beauty products from Ulta Beauty to both honor their achievements and serve as a product discovery platform, introducing fans to their high-performance beauty essentials.
Related: Dove, EOS and More Champion Body Confidence in Super Bowl LX Commercials
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