British Beauty Council champions growing relationship between beauty and sport with new ambassador

The British Beauty Council has announced England rugby international and World Cup winner Tatyana Heard as its first Sport Ambassador.

The move marks a significant step in recognising the growing connection between beauty, wellbeing, and sport, and the increasing cultural influence of women’s athletics.

A World Cup winner with England’s Red Roses and multiple Six Nations champion, Heard has become one of the most dynamic players in women’s rugby.

Currently representing Gloucester-Hartpury in the Premiership Women’s Rugby, she has also expanded her profile beyond the pitch, fronting major fashion and beauty campaigns.

Her new role underscores a broader shift in how athleticism, femininity and beauty are represented across industries.

Millie Kendall OBE, CEO at the British Beauty Council, said: "We are honoured to welcome Tatyana as our first Sport Ambassador.

"Her influence extends far beyond the game. She embodies the spirit of contemporary beauty, one rooted in self-belief, resilience and authenticity.

"As women’s sport continues its rapid ascent, Tatyana’s appointment highlights how beauty and sport are not separate but rather collaborators in empowerment."

Tatyana Heard’s appointment takes effect immediately, marking a new chapter in the British Beauty Council’s mission to champion diversity, inclusivity and self-expression across all aspects of beauty culture.

Tatyana Heard, British Beauty Council Sport Ambassador, said: "Beauty, for me, is about feeling powerful in your own skin, confident and ready to tackle the game or everyday life.

"Rugby has taught me so much about teamwork, discipline and expression. I want to help show that beauty isn’t confined to a single definition. It’s in every girl and woman who steps up, stands tall and pushes boundaries."

Across women’s sport in particular, this alignment between beauty and sport continues to gather momentum. Il Makiage remains a dedicated supporter of Arsenal Women, while L’Oréal Paris recently expanded its partnership with the Premier League club, becoming an official partner following a successful short-term collaboration earlier in 2025.

Sustainable deodorant brand Wild announced British tennis star Emma Raducanu as its new global brand ambassador last month, while E.l.f. Cosmetics has partnered with Tottenham Hotspur Women, becoming the team’s official back-of-shirt sponsor for the upcoming season.

Also aligning with the Red Roses, Clinique made headlines as the first-ever beauty partner of England’s women’s rugby team - marking another milestone in the growing connection between the two sectors.