Sephora has been named the first-ever Beauty Retail Partner of the US Open, using the partnership to spotlight its complexion category and shade-matching expertise. The collaboration will culminate during Finals FanFest, where attendees can receive personalised shade-matching consultations and product recommendations, helping Sephora connect with consumers beyond traditional retail environments.

The partnership highlights the growing intersection of beauty, sport and culture, as brands look to engage audiences through major live events and experiences. Rather than focusing solely on product promotion, retailers are increasingly using experiential activations to showcase expertise, personalisation and inclusivity, creating more meaningful ways for consumers to interact with their brands.