Prime Highlight
- First Aid Beauty has secured a major global sports partnership as the official skin care brand promoting Team USA at the Olympic and Paralympic Winter Games Milano Cortina 2026.
- The partnership supports the brand’s rebranding push by linking high-performance sport with everyday, problem-solving skin care.
Key Facts
- First Aid Beauty will supply its Ultra Repair Cream to all Team USA Olympic and Paralympic athletes competing in Italy.
- Olympic snowboarder Jamie Anderson and Paralympic cross-country skier Sydney Jo Peterson will serve as official brand representatives.
Background
First Aid Beauty has secured a major global sports partnership after being appointed the official skin care brand promoting Team USA at the Olympic and Paralympic Winter Games Milano Cortina 2026.
The Procter & Gamble-owned brand said it will support American athletes competing across venues in Lombardy and Northeast Italy, where cold, dry, and extreme winter weather often affects skin health. As part of the agreement, First Aid Beauty will supply its Ultra Repair Cream to all Team USA Olympic and Paralympic athletes.
Paralympic cross-country skier Sydney Jo Peterson and Olympic snowboarder Jamie Anderson will serve as official brand representatives. They will appear in brand campaigns and take part in promotional activities during the Winter Games.
Catherine D’Aragon, chief executive of First Aid Beauty, called the sponsorship a landmark step for the company. She said the partnership reflects the shared values between athletes and the brand, including discipline, performance, and dedication.
This collaboration marks First Aid Beauty’s first activation at the Olympic and Paralympic Winter Games under P&G’s long-standing sponsorship programme. The company said the deal also supports its broader rebranding effort, which focuses on delivering problem-solving skin care for people of all genders, ages, and backgrounds.
In a statement, the brand said Team USA athletes will be among the first to experience its new brand direction as it enters a fresh chapter in its identity.
The move comes as beauty and personal care brands increasingly look to connect with global sporting events. In December 2025, dry shampoo label Batiste named two-time Olympic snowboard champion Chloe Kim as its global ambassador. Kim, who won her first Olympic gold at the age of 17, will lead the brand’s marketing campaigns around major sports moments this year.
With the Milano Cortina Games drawing closer, First Aid Beauty aims to build awareness by linking high-performance sport with everyday skin care needs.
