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USC basketball star JuJu Watkins has had a roller coaster of a year. Many would argue that Watkins has already achieved greatness, having earned herself a reputation as one of the NCAA’s most talented players, male or female, even surpassing existing points records earned. But sadly, an ACL tear during the second round of March Madness put an end to her season far earlier than expected. When news of her diagnosis spread, dozens of headlines were dedicated to lamenting the injury and the devastating impact her absence will have, not only on her team, but on the entirety of the NCAA tournament. Even still, she was announced as the winner of the 2025 Wooden Award shortly after, naming her the most outstanding player in women’s basketball.

This title comes as no surprise, as Watkins is a leading light, not only for USC, but for women’s sports across the board. It’s a responsibility that she bears with pride but also a huge sense of humility. Watkins is determined to use her platform to tout what really matters most to her: propelling herself and her fellow female athletes to greatness. And her new spokesperson partnership for Dove’s Whole Body Deodorant ($14) is helping make it happen.

As far as Watkins is concerned, the meteoric rise of female athletes in recent years has little to do with a sudden influx of talent that didn’t previously exist, but rather the focus of a long-awaited spotlight that is finally being shone on women, not just men.

“Women, we have always been killing it — it’s just a matter of getting eyes on it,” she says. “If you had asked me six years ago if I had seen this coming for myself, I would have said, ‘Definitely not.’ It’s just a super cool space to be in and just to see the rise of women’s sports and more little girls getting into women’s sports and wanting to play sports. It means a lot.”

While her injury may have taken her out of the game, her leadership extends far beyond her performance on the court. Watkins knows she has a powerful role to play among her teammates, whether it’s in the dorm, the classroom, or the locker room.

“I always tell [the younger players] that the season is long, so you really have to be patient with yourself and pace yourself,” she says. “Then just offering my support is helpful for them. I know it’s helpful for me to have that same support from the upperclassmen. So whatever they need from me, I try to offer it. But basically it’s just about being patient and understanding that it really truly is a marathon. The season is so long so you really have to just pick your battles and really try to have as much fun as possible.”

Having fun is a major part of the sport for Watkins, who has set in place a consistent pregame ritual in order to ensure that, when she steps out on court, she does so feeling (and, let’s be honest, looking) her best.

“I have rituals to help me feel good,” she says. “My hair and the way I look is important, as well. I always shower right before the game. I don’t really wear a lot of makeup when I play — just theNyx Brow Glue Instant Brow Styler ($10) and the Nyx Lift and Snatch Eyebrow Pen ($13). But I always wear perfume before I go on the court; right now it’s the Byredo Casablanca Lily ($400).”

While Watkins is not someone who wears a full face of makeup when she plays, she’s fully supportive of anyone who chooses to do so, praising those athletes who are proudly flying the flag for self expression in their sport.

“I think the negative connotation [around wearing makeup while playing] has definitely changed as time has gone on, which is really cool,” she says. “Women are really able to fully express themselves on the court in their respective lanes. It’s really cool to see the growth of it from a femininity point.”

Championing women — whether they are teammates or competitors — is something that Watkins believes is a vital part in terms of growing their powerful roles in sports, and she is quick to suggest her teammate, Rayah Marshall, as being the perfect co-star if she were ever to get the chance to enlist someone to feature in a beauty campaign with her.

And as for perceived rivalries on and off the court, she tries her best to ignore any and all attempts to fuel negativity between herself and any other players, including Caitlin Clark, to whom she is regularly compared.

“I always try to champion other teammates. It’s really cool to see other women shining as well — it’s all I care about,” she says. “Striving for greatness is what we’re all there for. I don’t really feed much into it, it’s not really productive, I’m always really locked in with the task at hand”

Charlie Lankston is a freelance beauty, fashion, and lifestyle writer and media strategist based in New York City, having relocated to the US in 2014 from her home in London. Charlie spent 10 years working at DailyMail.com, where she oversaw the website’s style, beauty, fashion, and lifestyle content. Charlie also appears as an on-air royal and celebrity correspondent.