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The three-year partnership underscores the growing convergence of beauty, wellness and sports, officials say.
December 3, 2025
By: Lianna Albrizio
Associate Editor
Aquaphor has long been Gen Z’s slam dunk when it comes to netting moisture.
The dermatologist-recommended healing brand owned by Happi Top 50 Company Beiersdorf has clocked in more than 115 million TikTok tags. Now, Aquaphor is paying it forward as the official skincare partner of UConn Men’s and Women’s Basketball for the 2025–2027 seasons.
The three-year partnership underscores the growing convergence of beauty, wellness and sports. Aquaphor will integrate directly into athletes’ recovery routines and Name, Image and Likeness-driven digital storytelling. As beauty brands look for more culturally embedded ways to reach Gen Z, Aquaphor’s move into National Collegiate Athletic Association sports marks a significant jump toward lifestyle crossover and multi-channel brand expansion.
Together, Aquaphor and UConn will build a new model for athlete-centered partnerships, integrating emotional well-being, physical care and performance — both on and off the court. Fans will see the collaboration through player-led social content, co-branded merchandise, and courtside branding.
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