Embracing Winter: The Rise of Ski-Centric Beauty Brands
As the winter season draws in, a unique trend has emerged in the beauty industry, shifting focus from sun-soaked beaches and poolside lounging to the exhilarating slopes of snow-capped mountains. Brands are increasingly catering to winter sports enthusiasts with products designed to withstand extreme weather conditions. One standout in this movement is Utu, a sunscreen label born from a passion for skiing.
Utu’s founder, Richard Welch, has a history of combining skiing with sun protection. While participating in avalanche training in California, he recognized the need for a mineral sunscreen that could offer superior protection against both harsh sunlight and biting winds. Collaborating with avalanche expert Barbara Wanner, they developed the Hydrating Sun Balm, which boasts an SPF of 50 and is conveniently packaged in a sleek aluminum disc—perfect for snow athletes to stow away in their jackets.
Utu’s Hydrating Sun Balm was created specifically for snow sports. (Utu)
Skiing’s Influence on Beauty Brands
Utu is part of a broader trend where established beauty brands are refocusing their marketing strategies to appeal to winter sports lovers. The rising popularity of “ski-core” culture has seen brands like Kiehl’s and Supergoop creativity reallocate resources toward alpine initiatives. With celebrity athletes such as Eileen Gu drawing attention to snow sports, skiing has become an influential force in fashion and beauty.
For instance, Alterra Resorts recently partnered with beauty brands to enhance the experience of its Ikon Pass program, pushing efforts that aim to engage seasonal skiers. In addition, brands like Batiste and First Aid Beauty are stepping up their presence by sponsoring Olympians and hosting promotional events at ski resorts.
Hailey Bieber stars in a photo shoot tied to Rhode’s pop-up at Big Sky. (Rhode)
Championing accessibility, Supergoop has expanded their ski resort presence, activating several resort partnerships while also giving away Ikon passes to promote inclusivity. Kiehl’s is similarly making strides by becoming a skincare sponsor at multiple resorts, enhancing their presence at iconic locations.
Leveraging Performance and Lifestyle
The main appeal of dermatological brands entering the ski scene lies in their emphasis on product performance. Brands like Salt & Stone highlight their efficacy against windburn, dry air, and UV exposure—common issues for skiers. Their recent campaign, featuring Olympic gold medalist Alex Hall, aims to connect with consumers in a relatable, aspirational manner.
Olympic gold medalist skier Alex Hall in a campaign for Salt & Stone. (Salt & Stone)
While the focus has shifted to performance, the lifestyle fantasy remains prevalent. Influencers play a key role in popularizing this “ski-core” aesthetic, showcasing stylish ski gear alongside trendy après-ski looks. Events hosted by brands encourage a luxurious experience that enhances their identity.
Kiehl’s is teaming up with Ikon Pass to do resort takeovers at five destinations. (Kiehl’s)
Conclusion
The evolution of beauty branding towards ski culture underlines the fusion of functionality and aspiration in marketing. As brands continue to engage with winter sports enthusiasts, the focus remains on performance without sacrificing style. With the Olympic Games on the horizon and a growing interest in skiing and snow sports, expect to see this trend flourish.
For those looking to embrace ski culture without heading to the slopes, integrating products designed for winter conditions into your routine offers both practicality and a touch of luxury. Whether you’re a seasoned skier or an aspiring snow adventurer, the blend of style and performance in today’s beauty products makes them essential for everyone.
