Milani Cosmetics Launches Makeup Collaboration With Top US Athletes

Team USA stars including Sabrina Ionescu are promoting Milani’s top-selling makeup spray ahead of the Paris Olympics

Makeup is more than just an aesthetic choice. It can also be an athletic one.

Ahead of this summer’s Olympic Games in Paris, Milani Cosmetics has launched a rebranding campaign for its well-known Make It Last Setting Spray and this time it has some help from members of Team USA and the WNBA.

Team USA gymnast Jordan Chiles, WNBA star Sabrina Ionescu, Team USA volleyball player Chiaka Ogbogu, and weightlifting champion Mattie Rogers are partnering up with Milani to promote the setting spray on social media and streaming TV platforms.

“This campaign marks Milani’s first-ever partnership with athletes and we are absolutely thrilled to join forces with Jordan, Sabrina, Chiaka and Mattie and for this launch,” said Mary van Praag, CEO of Milani Cosmetics. “Because our award-winning Make It Last Setting Spray lasts for up to 24 hours, it provides the invisible staying power that helps makeup endure through anything, whether that’s a regular workday and night out, or hours of endurance training, a game in 90-degree heat, a killer floor routine or a photo-finish moment.”

Milani Cosmetics released its Make It Last Setting Spray, the top-selling setting spray in the U.S. , back in 2017.  The moisture-rich glycerin and 2% antioxidant-rich niacinamide formula boasts 24 hours of waterproof and sweatproof wear.

Makeup setting spray is typically used to prepare, hydrate, and “set” makeup to leave the skin dewy and glowing. By blending powders and cream products, sprays attempt to provide a lasting finish.

Milani isn’t the only cosmetic company to cater products to athletes. In April, Athletic Cosmetic Company launched several waterproof and sweatproof products specifically for use during exercise.

Jordan Chiles, a member of the USA Women’s National Team, is a 2020 Tokyo silver medalist, 2022 World team champion, and now a face of the Milani brand. In a recent social media post , Chiles promoted the Make It Last spray, calling it a necessary product for her sport.

“My secret to serving face & sticking the landing?” Chiles wrote in her caption. “Getting set with Make it Last Setting Spray so I can focus on the finish. This sweatproof & waterproof formula with up to 24HR wear keeps my makeup as flawless as my routine.”

Jeremy Lowenstein, Milani’s chief marketing operator, says this collaboration comes just in time for the cultural spotlight on female athletes.

“This is a golden age for women’s sports across the globe and we couldn’t be more excited to partner with this diverse group of top American athletes at this moment,” Lowenstein said. “The ‘Face Set. Mind Set.’ campaign highlights the connection between preparing ourselves physically and mentally for the day and the idea that when our face is set, our mind will follow. Each of these inspiring champions embodies determination, endurance and confidence and we’re proud to partner with and count them as part of our passionate Milani community.”

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