In an advertisement for e.l.f. Cosmetics, Jennifer Coolidge sat in front of a vanity packed with beauty products, wearing a ...

Hosted by Chanen Johnson, this exciting event with Ulta Beauty offered WAGs and sports fans alike an opportunity to get glam and celebrate before the big game.

The beauty industry is officially betting on sports. Some may try to chalk this up to the Taylor Swift effect, but that doesn’t give women—and their varied, multifaceted interests—enough credit.