Originally reported by Daniel-Yaw Miller via SportsVerse
The Rise of Beauty in the Arena
When Topicals launched in 2020, the beauty industry wasn’t looking to sports for inspiration. Fast-forward to 2025, and the disruptive LA-based skincare brand has become a case study in how to tell beauty stories through the lens of sport—successfully.
While brands like Glossier made headlines as early movers—partnering with the WNBA in 2020—many others have since failed to break through in this increasingly saturated space. Topicals, however, seems to have cracked the code. Not by trying to be sporty, but by understanding culture, elevating athletes who reflect it, and launching with intention.
“Smoothest In The Game”: A Case Study in Precision Marketing
For its newest product launch—a retinol-infused exfoliating body bar—Topicals didn’t simply slap together a jersey-themed campaign. Instead, it activated WNBA guard Lexie Brown, NBA forward Jarred Vanderbilt, and USC college standout Rian Forrester for a campaign rooted in authenticity, storytelling, and product relevance.
The result? “Smoothest In The Game”—a campaign that connects high-performance skincare with the high-performance athletes who live in the spotlight, sweat under bright lights, and embody physical vulnerability and excellence simultaneously.
Rather than relying on traditional endorsements, Topicals leaned into athletes who resonate with its audience. This wasn’t about marquee names. It was about alignment. Athletes whose style, voice, and values match Topicals’ DNA.
The Untapped Opportunity in College Sports
One of the most compelling elements of this campaign was its strategic use of college basketball. Despite the explosive growth of NIL (Name, Image, Likeness) deals, many beauty brands still hesitate to enter the collegiate space beyond product seeding.
Topicals went deeper—creating content with real visual results (before and after), and connecting with programs like USC that carry passionate fanbases and culturally influential athletes. It’s a marketing lane that remains shockingly underutilized, despite the youth-led shift in influence across sports and beauty.
Why Sports Work for Beauty
Athletes are walking testimonials. They live under a microscope—physically, emotionally, and stylistically. For a skincare brand, their bodies aren’t just platforms—they’re proof points.
Topicals has leveraged this dynamic to not only introduce products but generate relevance—a currency in short supply for most emerging brands.
And they’ve done so while preserving brand integrity. No gimmicks. No superficial crossovers. Just smart, culturally connected marketing that understands how sport functions not just as entertainment—but as influence.
Want to Break Into Sports Culture the Right Way?
At 365247, we specialize in culturally intelligent sponsorship and brand storytelling. If you’re in beauty, fashion, or lifestyle—and considering a move into the sports space—we can help you:
- Identify the right athletes and leagues that match your brand ethos
- Build campaigns that resonate, not replicate
- Activate in the NIL space with purpose and measurable ROI
- Craft a sports strategy that’s more than just a jersey collab
Consult with us today to design your next campaign through the lens of sport, culture, and commercial creativity.
CREDIT: This article is based on reporting and insights originally published by Daniel-Yaw Miller in SportsVerse.
IMAGE: Topicals
