Skincare is becoming sports care.
New heights. With younger generations chasing experiences—and 82% making wellness a daily priority —they want personal care that keeps up with their pursuits.
Betting on outdoor sports, brands are blending performance-driven formulas with adventure-first storytelling.
Aprés ski. Designed for winter sports, Oars + Alps sells hydrating, sweatproof skincare, while Utu offers portable SPF sticks and balms for on-the-go reapplication.
Aligning with the aprés, Hailey Bieber’s Rhode popped up at Big Sky, while Supergoop partnered with Ikon Pass destinations. Riding Olympic hype, Salt & Stone tapped gold medalist Alex Hall, and First Aid Beauty sponsored Team USA.
Surf’s up. Mineral sunscreen is growing faster than chemical options, while multifunctional SPF helps surf-inspired care stand out.
Waterproof, Dune and Kelly Slater’s Freaks of Nature sell barrier-supporting sun protection. In haircare, surf-inspired Ebb Ocean Club entered Sephora with products built for UV, heat, and water exposure.
New horizons. Beyond sports, post-sun care is gaining as anti-aging becomes a top concern. Zure Solaris launched UV damage control products last year, while Clarins, Dior, and Vacation’s elevate after-sun aloe gels.
Takeaway: Outdoor-inspired personal care is a wedge to reach function-minded consumers. While some sports are seasonal, products that perform under pressure will win year-round.
