Ahead of its return to the WNBA this season, The Portland Fire has already inked its first beauty sponsor.

The team, which originally played in the league from 2000 to 2002, has entered a multiyear partnership with Lashify, which will serve as the team’s marquee jersey and official eyelash partner.

As part of the collaboration, Lashify will host a “Lashify Runway” arrival experience for fans at Portland’s Moda Center sports arena, and open a Lashify glam room for the team at the Kaiser Permanente Performance Center, a training centered shared by the Fire and the Portland Thorn’s women’s soccer team.

The Lashify logo will also feature on the abdomen of all three Fire jersey editions.

“We’ve owned awards season, we’ve owned fashion weeks — getting into the WNBA feels like a natural progression for us,” said Lashify president Ray Carreon. “As we evolve the brand, we want to keep getting in front of different consumers. Our lashes are intended to last under stress as well, and what better way than a basketball game to test out that theory?”

Lashify, founded in Los Angeles in 2016, is the leading prestige at-home eyelash brand and is known for its patented Gossamer lashes made from synthetic silk. The brand’s hero reusable Plushy lashes retail for $25 a pair, while the brand’s Control Kits, which include application tools, retail for about $125.

“Lashify shares our vision of building confidence in women across our team and throughout our Portland community,” said Portland Fire interim president Clare Hamill in a statement. “We’re proud to partner with a company that believes in empowering women on and off the court.”

Lashify is the latest beauty brand to invest in the increasingly buzzy world of women’s sports, with E.l.f. Beauty recently sponsoring the Women’s National Soccer League and Charlotte Tilbury partnering with the F1 Academy, among other linkups.

According to Nielsen, the 2025 WNBA season was the most-watched season in the league’s history, averaging 1.2 million television viewers per game. And the league is expanding accordingly: in addition to the Fire, the Toronto Tempo will also debut on the court in May as the WNBA’s first Canadian team. Plans to introduce new teams in Detroit, Cleveland and Philadelphia are also in the works, which would bring the league to 18 teams in total.

“These athletes operate at the highest level, and we are proud to provide them with a system that matches their intensity and stays flawless through every play,” Lashify founder Sahar Lotti said in a statement.