Dallas, TX – September 22, 2025. TMJ, one of the largest athlete representation agencies in the world focused solely on women’s football and dedicated to forging a more equitable future for women athletes, is excited to announce a new strategic collaboration with Nopalera, a Latina-owned luxury beauty brand inspired by the restorative and resilient characteristics of the Mexican nopal and championing the Mexican heritage.
The partnership with TMJ aligns with Nopalera’s strategic growth plans, expanding out of the United States and into the Latin American and Middle East markets, two regions where TMJ represents top talent. The global agency will serve as Nopalera’s women’s sports consultant as the brand enters new markets and will place their premium products in the hands of top athletes that personify the Nopalera brand: hardworking, strong, and bold.
Nopalera gained prominence after Founder and CEO Sandra Velasquez’s appearance on NBC’s “Shark Tank”, where she strategically declined the Sharks’ offers to keep control of her company. Following her appearance, Nopalera received thousands of orders shortly after their episode aired in 2023 that exceeded the investments offered and continues to increase sales year over year.
“Nopalera and TMJ are two rapidly growing companies that not only share similar origin stories that focus on women’s strengths, but are truly invested in each other’s success,” stated Velasquez. “We realized that women’s football is an effective platform to reach a global market of consumers that prioritize personal care in their lives and we’re excited to collaborate with TMJ and their incredible talent.”
Nopalera’s current expansion plans include being a featured brand for Ulta Beauty as the retailer debuts its first ever international brick-and-mortar across nine locations in Mexico by the end of 2025.
To commemorate this milestone, Nopalera enjoyed an exclusive dinner with TMJ athletes, Ulta Beauty hosted a private grand opening spotlighting brands founded by visionary Latinos, followed by Nopalera, Ulta, and TMJ representatives cheering on over a dozen TMJ athletes during a Concacaf W Champions Cup match.
“Nopalera’s collaboration goes much deeper than simply compensating TMJ athletes to market a brand on their social channels. Sandra and her team truly believe that our athletes authentically represent what Nopalera stands for and are trusting us to deliver compelling stories to demonstrate that connection,” shared Sara Toussaint, TMJ Co-CEO and Head of the Commercial Division, TMJ Catalyst. “Nopalera is a reflection of our athletes and TMJ: rising stars determined to show the world who we are and the outstanding value we bring to our respective industries. This is a partnership that we see blossoming for years to come.”
ABOUT TMJ
Founded in 2014, TMJ is the leading women’s football agency in the world with a robust portfolio of players including USWNT stars Mia Fishel and Casey Murphy, Zambian superstar Racheal Kundunanji and Latina footballers Charlyn Corral, María Sánchez, Deyna Castellanos, Diana Ordóñez, Kenti Robles and Leicy Santos, among many others throughout the NWSL, Liga MX Femenil, Women’s Super League and beyond.
TMJ, Where Women’s Football Rules™
ABOUT NOPALERA
Nopalera is a modern Mexican lifestyle brand made for the modern beauty explorer. Through bold fragrances that transport customers to the epicenter of Mexico City to unique formats that deliver hydration, Nopalera offers an exploration of shared culture and courage for today’s global generation. It is sold in department stores like Credo Beauty, Nordstrom, MECCA, Free People, and over 400 boutiques across the country.
