Are Beauty Brands Finally Trickling Into Golf?

I am such a brand-obsessed person, but not in the way you think.

It has less to do with what's new and buzzy for the sake of fitting in or following trends, but more rooted in how brands are showing up in interesting, unconventional, and unexpected ways. And to me, the best examples of this come through in beauty and fashion.

Remember how excited we all were when Aimé Leon Dore released a golf capsule? That was a quintessential brand move that piqued my interest, and the latest one percolating around in my mind is Supergoop coming on as the official sun care partner of the PGA TOUR. This move also signals that the brand has brought on Justin Rose as its golf ambassador, joining Maria Sharapova as another high-profile athlete on their roster.

I mean there's no better market for a sunscreen company than golfers. I can tell you right now, that I'm a Supergoop loyalist. Their unseen screen has been a staple in my skincare and make up routine for the past six years, because it's not just any old sunblock, it's a high-quality, light-weight product that feels more like a luxury than a chore.

Supergoop are pioneers in creating non-greasy, invisible formulas that have completely eliminated the white cast typical of sunscreen. It's the kind of SPF that golfers will flock to because it won't leave our hands a mess, unable to grip a club properly and it doesn't have that slightly overwhelming manufactured scent that makes you smell like a beach.

This is a win-win across the board, and the only question that I have is when will more beauty brands embrace golf?

In an story for Sports Illustrated, Rose said had a cheeky, yet very real take on why suncare and this partnership in particular makes sense for the moment. "The [TOUR] guys are in better shape, so maybe there’s a bit more vanity out there. I see guys in the locker room, first thing before they’re heading out for the day, or in the fitness truck, wherever there’s a mirror, they’re applying sunscreen. It’s a huge part of the day."

RELATED: The Best Suncare Products for Golfers

Vanity is maybe a step too far, but taking care of ourselves has never been this lucrative. I mean all the beauty routines people create for themselves has allowed these companies to flourish—making the global skincare industry worth well over $120 billion in 2025 alone, and that number is expected to grow in 2026.

Golf's unique position as a lifestyle sport leaves so much opportunity and space for more beauty brands to enter the fold and do so with authority.

Just last month, Tarte Cosmetics, a popular makeup brand, introduced their foray into golf through a special collab with one their head of global marketing who also owns a golf apparel brand with her husband.

I'm choosing to believe that none of this is an accident. The influx of non-traditional partners will continue to take over and I welcome this one with open arms.