Beauty on ice: Skin care and cosmetics brands score big with NHL partnerships
Two major partnerships are making waves in the world of beauty, skincare, and sports as both e.l.f. Cosmetics and Tareen Dermatology join forces with NHL franchises to promote inclusivity, health, and community support for the 2024-25 hockey season.
As the 2024-2025 NHL season gets underway, two beauty and skin care brands are stepping onto the ice to make an impact both on and off the rink. e.l.f. Cosmetics and Tareen Dermatology have teamed up with top hockey franchises—the Toronto Maple Leafs and the Minnesota Wild, respectively—to launch unique partnerships that blend beauty, health, and community support.
These collaborations highlight a growing trend where the worlds of sports and personal care intersect, with campaigns aimed at promoting inclusivity, skin health, and philanthropy. By joining forces with hockey teams, these brands are not only appealing to a broad fan base but are also setting new precedents for how beauty and sports can work together to uplift communities and encourage wellness.
Both e.l.f. Cosmetics and Tareen Dermatology are using these partnerships to expand their missions—one focusing on fostering inclusivity in sports, and the other championing skin health for athletes and fans alike. The campaigns will be rolled out through a mix of in-arena events, digital initiatives, and social media engagement, allowing each brand to connect with hockey audiences in fresh, meaningful ways.
With this season poised to blend the excitement of hockey with the empowerment of self-care, these collaborations are redefining the role that beauty and wellness can play in the sports world.
e.l.f. Cosmetics partners with the Toronto Maple Leafs
e.l.f. Cosmetics has teamed up with the Toronto Maple Leafs in a first-of-its-kind beauty partnership. The collaboration, known as the "EYES.LEAFS.FACE." campaign, aims to celebrate women in sports and foster inclusivity among fans. Kicking off on October 12, 2024, at the Leafs’ home opener, the campaign will feature in-arena events, digital integrations, and social media initiatives.
“Partnering with the Toronto Maple Leafs, the most globally recognized hockey team, was a natural extension of our commitment to inclusivity,” said Patrick O’Keefe, Chief Integrated Marketing Officer of e.l.f. Beauty in a press statement. In the media release, O’Keefe pointed out that 45% of the Maple Leafs’ fanbase is female, and the campaign is designed to engage these fans in innovative and meaningful ways.
This partnership continues e.l.f. Beauty's long-standing support of women in sports, as the brand has previously partnered with organizations such as the Professional Women's Hockey League (PWHL), the National Women's Soccer League, and the Billie Jean King Foundation, the release confirmed. By aligning itself with the Maple Leafs, e.l.f. is amplifying underrepresented voices in sports and continuing its mission of promoting inclusivity.
Tareen Dermatology joins the Minnesota Wild for health and philanthropy
Similarly, Tareen Dermatology has announced its partnership with the Minnesota Wild for the upcoming NHL season, focusing on promoting healthy skin and community support. Tareen Dermatology, based in Roseville, Minnesota, will serve as a small business partner for the Wild, supporting various philanthropic efforts, including the team’s annual book night, which benefits early learning centers and youth enrichment programs in St. Paul, the company's press release shared.
Dr. Mohiba Tareen, founder and lead dermatologist at Tareen Dermatology, expressed her excitement about the partnership in a press statement: “We are excited to team up with the Minnesota Wild, a team that embodies community spirit through hockey. The shared commitment to philanthropy between Tareen Dermatology and the MN Wild strengthens our partnership.”
Dr. Tareen also highlighted the importance of skin care for hockey players, noting that athletes face unique skin challenges due to equipment friction, lacerations, and other factors. "As dermatologists, we understand the significance of skin care in maintaining overall health and performance on and off the ice," she explained in the media release, citing research from the American Academy of Dermatology that underscores how sports equipment can lead to skin issues such as acne.
Both partnerships emphasize community involvement and health awareness, with Tareen Dermatology aiming to educate fans about the importance of skin care for overall well-being. The partnership will raise awareness about skin health while promoting wellness within the local community.
