MiniLuxe is calling Kiki Rice to the point.
The nail care and services brand has named the NCAA basketball star, born Kira Rice, its inaugural brand ambassador, following UCLA’s victory against South Carolina in the championship game on April 5. The soon-to-be WNBA rookie also joins the brand as an investor.
Speaking with WWD, Rice said she’s been “very intentional” about the partnerships she pursues. What attracted her to MiniLuxe wasn’t the product; it was the environment. “As someone who plays basketball and is an athlete, I think we all know how much it’s the people behind the scenes that matter. And it’s not just the players, but it’s everyone who supports us. It’s the support staff, our scout players, our trainers, our managers who are helping us out,” she said. “It’s a little bit similar, in that sense. My first time at the salon, I’m like, ‘Wow, this is the nicest nail experience and the best nail experience that I’ve ever had.’”
The alignment of MiniLuxe’s values with those of Rice drew Tony Tjan, cofounder and chief executive officer, to the basketball star. “Kiki is not just an inspiring athlete, but an inspiring human who shares with us a set of common values and common standards and lives a life on and off the court that celebrates our purpose rooted in empowerment,” said Tjan. “Her approach to performance, discipline and self-expression reflects the principles that shape MiniLuxe.”
Tjan continued: “This partnership is about building with someone who is invested not just in our services and product, but in the people and the broader opportunity to elevate the nail care industry while creating more durable pathways for talent.”
Joining as an ambassador and an investor was a strategic move on Rice’s part. Rather than seeking a “one-off” deal, the athlete, who was honored as the Big Ten Women’s Basketball Tournament Most Outstanding Player this year, wanted to understand the business behind the brand.
“I think it’s really important for athletes who are partnered with brands to understand where the companies that you partner with, where you invest your time and understand how those companies work. And I think that’s something I really value, having a businesswoman mentality and having a long-term view,” Rice said.
On her relationship with beauty, Rice said she tries to find new ways to tap into it, on and off the court. Nails are a big part of that. “I think nails are super cute out there on the court. They make me feel comfortable. They make me feel confident. And just being out there and really valuing nail care and valuing what’s on my hands and on my fingers is really important,” she said.
When she’s not in the game, she prefers long nails. Indeed, the pointy talons aren’t feasible for her on-court performance. “I can’t really play with that because it’s difficult from a shooting standpoint and dribbling. So, when I’m in season and playing, I’ll usually have them shorter, but anytime during the off-season, I’ll get them a lot longer,” Rice noted.
