Beauty-meets-sport partnerships continue to thrive as Arkive joins forces with Saracens

Haircare brand Arkive Headcare, founded by celebrity hairstylist Adam Reed, has announced a partnership with Saracens Women, becoming the rugby team’s Official Self Care Partner for the upcoming season.

Together, Arkive and Saracens Women aim to promote "Headcare", both the caring for what’s on your head and what’s in it, combining physical performance with beauty and mental resilience.

Saracens Women squad features World Champion Red Roses players Zoe Harrison and Jess Breach as well as World Player of the Year Sophie de Goede. They will work with Arkive to produce content celebrating individuality, confidence and well-being.

Flo Williams, Creative Director at Saracens Women, said: "As Saracens enter a new era, shaping a brand that reaches beyond rugby, we’re proud to partner with Arkive – a modern, culturally relevant brand on a mission to do things differently. Arkive’s focus on supporting the whole person perfectly aligns with our team identity."

Adam Reed added: "Mental well-being has always been at the centre of Arkive. Partnering with the pioneering players of Saracens Women, who I deeply admire, brings Headcare to life in a space that celebrates authenticity, empowerment and community."

Arkive’s partnership with Saracens Women is the latest example of beauty brands stepping into the world of sport. Il Makiage remains a dedicated supporter of Arsenal Women, while sustainable deodorant brand Wild announced British tennis star Emma Raducanu as its new global brand ambassador.

Meanwhile, Clinique made headlines as the first-ever beauty partner of the Red Roses, England’s women’s rugby team, marking another milestone in the growing alliance between the beauty industry and women’s sport. In September E.l.f was announced as the Official Back of Shirt Partner for Tottenham Hotspur Women - a partnership designed to "put momentum behind a movement". That deal runs through the 2025/26 Barclays Women’s Super League season.

These collaborations highlight how beauty brands are evolving beyond traditional product marketing to align with cultural values. As Gen Z and Millennial consumers prioritise authenticity, the intersection of beauty, sport and mental health is quickly becoming one of the industry’s most dynamic frontiers.