Sunscreen branding typically draws inspiration from sunny days by the pool or at the beach. However, Utu, a sun-care label, flips the script by focusing on avalanche training as its muse.
“For years, while skiing, I would apply an SPF lip balm on my cheeks,” explains Utu founder Richard Welch in an interview with The Business of Beauty. An avid skier, he had been learning avalanche safety protocols in California’s Eastern Sierra backcountry three years ago, using the same sun protection method he and his friends adopted. During this training, he discovered that his guide, Barbara Wanner, was also searching for a mineral sunscreen that offered protection against both extreme sun and wind.
Together, Welch and Wanner set out to create a sunscreen with a robust SPF of 50 and skin-shielding properties. In 2024, they introduced the Hydrating Sun Balm, designed specifically for snow athletes and packaged in a sleek aluminum disc that easily fits in a jacket pocket.
Utu isn’t alone in exchanging beach vibes for mountain escapades. As 2025 ushered in a surge of “ski-core” fashion, beauty brands are expanding their alpine initiatives. Established names like Kiehl’s and Supergoop, alongside newcomers like Salt & Stone and Rhode, adopt a performance-first approach, mirroring the ethos of sportswear with promotions centered around ski resorts. Affluent sports like skiing are shaping trends in beauty and fashion, especially influenced by recent Olympic highlights and bold athletes like Eileen Gu.
To connect with actual skiers, ski resort company Alterra has partnered with beauty brands through its multi-resort seasonal Ikon Pass. Other brands, such as Batiste and First Aid Beauty, have begun sponsoring Olympians, showing a wider approach to winter sport promotions that extends beyond influencer hotspots like Aspen, with Rhode’s recent pop-up at Big Sky illustrating this shift.
Supergoop has been a fixture in Aspen since 2017, and in 2026, it expanded its resort presence through a partnership with the Ikon Pass, marking its debut as the first sunscreen partner. Meanwhile, Kiehl’s has transitioned into the pass’s initial skincare sponsor after two years of Jackson Hole branding, now reaching five resorts, including Palisades Tahoe and Steamboat.
Although founded by a professional snowboarder, Salt & Stone only began engaging with ski-related promotions this year, collaborating with Olympic gold medalist Alex Hall for a campaign and hosting a pop-up in Aspen with an oversized deodorant carried through the slopes.
These brands have tapped into skiing as a backdrop to showcase their products’ benefits in aspirational settings. This trend aligns with a broader fashion and beauty embrace of elite sports like padel and rugby, which have seen a resurgence of preppy styles. Brands lean into skiing aesthetics over the skater-culture of snowboarding, which allows for a focus on the efficacy of products on the mountain, potentially extending their relevance as trends shift.
From Ski-Core to Skincare
Fashion labels have embraced ski-core aesthetics over the past few years, blending technical apparel with après-ski staples like stylish sweaters and luxurious outerwear. While fashion tends to orbit exclusive locales like Aspen or St. Moritz, beauty is venturing across diverse terrains where windburn and UV exposure remain critical challenges.
“Our focus is scaling with purpose,” remarks Supergoop chief executive Melis del Rey, who stepped into the role recently from Amazon Beauty in December 2025. “We continue to invest in Aspen, but we’re also prioritizing accessibility.” The brand has engaged followers with giveaways of Ikon passes via Instagram and will feature at 13 Ikon Pass ski resorts over the upcoming years, recently marking its presence with a pop-up in Park City.
Across the spectrum of beauty—sunscreen, deodorant, and skincare—the emphasis on product performance resonates among brands involved in ski activities. “For us, performance is vital,” states Salt & Stone’s chief marketing officer Abby Tellam, noting the brand’s collaborations with a range of athletes in motorsports, basketball, and golf.
While combating windburn, dry air, and UV rays are major priorities for skincare brands, other beauty and wellness labels are diving into the ski trend, even if they lack a direct connection to the sport. In wellness, Cowboy Colostrum sponsors the extreme sports event X Games, while Moon Juice has produced a ski-themed hot chocolate gift box. Though hands are often gloved on the slopes, Manucurist has successfully launched their Après-Ski nail colour collection this January.
High-Elevation Branding
Beauty brands have not neglected the aspirational fantasy that comes with sports marketing, as skiing joins other elite activities like tennis and Formula One racing in brand narratives.
Influencers are instrumental in promoting ski-core beauty, filling social media feeds with frostbite makeup trends, chic ski outfit showcases, and pictures featuring fur hats, champagne, and fondue. Ulta Beauty recently hosted creators in Park City, while Supergoop and Kiehl’s also include influencer-driven campaigns in their ski promotions.
“When we invite creators into any form of hospitality, we aim to ensure it aligns with a luxe experience, reflecting the brand’s identity,” explains Kiehl’s general manager John Reed.
Although the ski beauty messaging emphasizes performance, its marketing still seeks to evoke aspiration. Utu’s branding was crafted by Yorgo Tloupas, renowned for his creative direction at French ski label Black Crows for a decade, and his work with luxury and fashion brands.
Brands are flocking to the slopes, even as skiing increasingly becomes a luxury pursuit. Participation in the sport remains stagnant in the U.S., according to National Ski Areas Association data, as costs rise and global temperatures challenge the viability of ski resorts. Many once-bustling European mountains have transformed into “ghost resorts” due to diminished snowfall.
Yet, aspirational ski-related content has surged, spurred by Eileen Gu’s high-profile endorsements for luxury brands leading up to the 2024 Olympics, alongside the excitement surrounding this year’s games.
With the Olympics set to commence, brands show no inclination to retreat. The Olympic trademark remains closely guarded, remarks Reed, yet promotions based in resorts can effectively harness enthusiasm to take to the slopes. Post-Olympics, brands are committed to a long-term presence.
“Engaging with winter sports, or snow itself, is a strategy we intend to maintain,” states Tellam. “It’s not a one-off event.”
