Hello and welcome back to Full Coverage. Your time is appreciated, and I’m excited for today’s discussion.
In light of the big game this weekend, be sure to explore Mike Sykes’ essential fashion and sports newsletter, The Kicks You Wear. Mike has all the insights you need about the Super Bowl.
Just on a side note, I recently viewed the trailer for Ryan Murphy’s “Love Story.” They’ve done a commendable job capturing Carolyn Bessette Kennedy’s stunning buttery blonde. While it has a touch too much tousle at times, actress Sarah Pidgeon’s shade certainly outshines those earlier promo images. Plus, they nailed the Manolos, too.
Today, let’s dive right into the phenomenon of beauty’s collaborations (or lack thereof) with the NFL.
How Committed Is Beauty to Sports?
Two years ago, amidst Caitlin Clark mania, technology correspondent Marc Bain and I collaborated on a piece about the growing relationship between beauty, fashion, and female athletes. Brands recognized the untouched potential of sports stars and their audience, eager to engage. Mielle led the charge by partnering with Angel Reese during her college days at Louisiana State University, while Glossier debuted its foundation line with several WNBA athletes.
Fast forward to 2026, and partnerships are still thriving. For instance, Sephora signed multi-year deals with the Golden State Valkyries, becoming the official beauty partner for the new 3×3 Unrivaled basketball league. This week, Ulta Beauty introduced its Ulta Beauty Roster, a group of professional female athletes the retailer supports in celebration of National Girls and Women in Sports Day.
However, beyond the WNBA, the expected beauty engagement with other sports hasn’t materialized.
This Sunday marks the pinnacle of television events: the Super Bowl. Our fashion peers are pulling out all the stops. Thom Browne will showcase his Autumn/Winter 2026 collection at the GQ Bowl, rather than New York Fashion Week, and Abercrombie & Fitch will host a presentation over the weekend. Additionally, luxury partner Breitling joins the ranks, while indie Westernwear brand Tecovas plans an ad during the game’s stream on Peacock.
When it comes to advertising, beauty and fashion brands seem to have a balanced presence. Unilever’s Dove and E.l.f. are both making appearances again — Dove with its usual message of empowering women in sports, while E.l.f. has a creative spot on Peacock featuring Melissa McCarthy in a telenovela, nodding to Bad Bunny’s performance. Who could forget E.l.f.’s innovative ad with “White Lotus” star Jennifer Coolidge in 2023? E.l.f. practically set the standard for how beauty and fashion brands should approach Super Bowl promotions. Indie brands like Eos and Tree Hut are following suit with both national spots on Peacock and targeted regional buys in select markets.
Interestingly, L’Oréal, the world’s leading cosmetics provider, has opted to sit out this year’s game after featuring Cerave with Michael Cera in 2024. Procter & Gamble’s beauty and personal care divisions, including Mielle which secured the textured hair sponsorship for the NFL, are also opting out, meaning no classic Procter & Gamble Head & Shoulders ads featuring NFL legend Troy Polamalu for our beauty football fix.
It’s simplistic to claim that more beauty brands can’t shoulder the hefty costs of Super Bowl activations (which can run upwards of $10 million), or that they lack interest in a game that attracted 122.7 million viewers last year — nearly half of whom were women. Perhaps L’Oréal and P&G should invest more attention — they certainly have the resources — but beauty hasn’t established the framework it needs to succeed with the NFL.
As Mike pointed out, the NFL has embraced fashion more deeply than any other major U.S. sports league (including the NBA, NHL, and MLB). This is evident not only in its Super Bowl plans but also through the hire of Kyle Smith as the league’s fashion editor. Smith plays a key role in identifying players who resonate with fashion perspectives, like Cincinnati Bengals quarterback Joe Burrow. It may be simpler to collaborate with an athlete for a tunnel walk outfit than to have them engage in a skincare routine video. But why is that the case?
If Harry Styles can showcase 111Skin eye patches in promotional imagery, and Hudson Williams from “Heated Rivalry” can discuss his five-step skincare routine before the Golden Globes, couldn’t charismatic athletes like Burrow, Sam Darnold, or Eagles’ quarterback Jalen Hurts do something similar? They wouldn’t need to be pioneers: Los Angeles Dodgers’ Shohei Ohtani already represents Japanese skincare brand Decorté.
Instead of a typical Glow Reviver Lip Oil ad, what if E.l.f. innovated with its quieter E.l.f. Skin line and engaged America’s football sweethearts? That could be just as captivating, if not more, than any Allstate or Uber Eats commercial.
What I’m Reading
Sephora has yet another K-beauty challenger making waves in the U.S.
Ryan Murphy’s new series “The Beauty” challenges traditional notions of beauty, raising intriguing questions about beauty standards and gender.
Investors are optimistic about beauty robots, but are shoppers on board?
The bold and unexpected returned at couture week, where Charlie Le Mindu’s hair-sprouting show redefined boundaries.
Goop had the potential to become Gen X’s Rhode, but misaligned partners and haphazard rebrands have hindered success. My friend Rachel Strugatz analyzes disparities in the brand’s strategy.
Thank you everyone,
Priya
If you want to explore deeper insights from this article, check out The Brain of Fashion, BoF’s new generative AI tool that allows you to access BoF’s extensive beauty archive with a question.
