First Aid Beauty has been appointed as the official skin care brand promoting the USA team at the Olympic and Paralympic Winter Games 2026.
The sub-brand of Procter & Gamble (P&G) will support athletes in the extreme winter conditions, and supply Team USA and all Olympic and Paralympic athletes with its Ultra Repair Cream.
Sydney Jo Peterson, Paralympic cross-country skier, and Jamie Anderson, Olympic Snowboarder, will also serve as official brand representatives throughout sporting events – which takes place at locations across Lombardy and Northeast Italy.
"We could not be more proud to sponsor Team USA at Milano Cortina 2026, and this partnership is especially meaningful as it marks our very first collaboration in the world of sports," said Catherine D'Aragon, CEO of First Aid Beauty.
"The emotions of sport, the pursuit of performance and the relentless effort athletes put into their craft deeply resonate with us.
“At First Aid Beauty, we hold ourselves to the same standard: we approach skin care with the same heart, discipline and intention that athletes bring to their sport.”
The move marks First Aid Beauty's first Olympic and Paralympic Winter Games activation under P&G's sponsorship.
The skin care brand claimed it is a milestone moment, as it rebrands with a continued focus on “delivering problem-solving skin care for consumers of any gender, race or age”.
A statement from First Aid Beauty read: “Team USA will be among the first to experience this next chapter of the brand's identity.”
First Aid Beauty is not the only brand tapping the excitement around the global winter sporting event this year.
Dry shampoo brand Batiste revealed two-time Olympic Snowboard Champion Chloe Kim as its newest Global Ambassador in December 2025.
The American snowboarder, who won her first gold at just 17 years old during the 2018 Winter Olympics, will be fronting brand campaigns and marketing content.
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