University of Southern California women’s basketball star JuJu Watkins is making a big impact both on and off the court as the face of NYX Professional Makeup’s “Make Them Look” campaign, now featured at top retailers across the U.S. Launched just in time for March Madness, the campaign celebrates self-expression and individuality, highlighting the connection between beauty and sports. It emphasizes that athletes, just like everyone else, deserve to express themselves however they choose, both in and out of their athletic careers.
JuJu’s simple philosophy for success is: look good, feel good, and play better. Through her partnership with NYX Professional Makeup, she is encouraging others to embrace their own style and confidence, no matter what society’s standards say. “Looking good on the court is underrated,” JuJu says in a digital project from the campaign. “Your self-confidence in how you look translates to performance.”
The “Make Them Look” campaign features four of JuJu’s favorite NYX products, all priced under $10, proving that high-performance makeup doesn’t have to be expensive. These include Butter Gloss, Epic Ink Waterproof Nudes Liquid Eyeliner, Epic Wear Waterproof Eyeliner Stick, and The Brow Glue. JuJu’s partnership with NYX, which began in late 2024, made the brand the first to feature a female college athlete in a nationwide campaign, breaking new ground for athletes in the beauty industry.
In addition to her work with NYX, JuJu has been gaining attention in the media, recently starring as our Resume Rundown it girl in ESSENCE’s January/February issue. This recognition further emphasizes her growing influence, not just as a basketball star but as a young woman shaping culture and inspiring others with her confidence and authenticity.
With her role in the “Make Them Look” campaign and her feature in ESSENCE, JuJu Watkins is showing that beauty and sports can go hand in hand, and that self-expression is a powerful tool for success.