When the NCAA approved Name, Image, and Likeness (NIL) partnerships, most people predicted changes in endorsement deals, recruiting battles, and athletic department budgets. Few expected the ripple effect we’re now seeing across skincare, grooming, and cosmetic aesthetics.
For aesthetic-medicine and cosmetic-surgery practices, this cultural shift represents a unique moment: athletes are becoming more conscious of how they look, more interested in preventive cosmetic care, and more open about the role confidence plays in their public identity.
Personal Branding Impacts The Bottom Line
The modern college football player is no longer just a student-athlete. He’s also a content creator, a brand ambassador, and in many cases, a recognizable personality with a sizable online following.
A 2025 University of Florida study noted that many college athletes “see themselves not just as competitors, but as influencers whose appearance is part of their brand.” This marks a major identity shift — especially for football players, who the study found were more likely than athletes in other sports to adopt an influencer mindset.
With that mindset comes new pressure. Athletes who never worried about close-up photos are now filming skincare routines, posing for high-resolution portraits, and posting daily content viewed by thousands.
The spotlight is constant and constant exposure naturally leads to a heightened awareness of skin health, grooming, and overall appearance.
Cosmetic Treatments as Part of On-Camera Readiness
As NIL deals have pushed athletes into constant on-camera environments, many have begun treating basic cosmetic maintenance the same way they treat strength training or hydration as part of staying professionally prepared.
Media departments at several Division I programs report that players increasingly ask about solutions for acne triggered by sweat and chin straps, sun damage from outdoor practices, and razor irritation that shows up harshly under HD lighting. While most athletes stick to non-invasive options like facials, light-based treatments, and dermatologist-guided skincare routines, the interest reflects a broader cultural shift: appearance is no longer a taboo topic in male-dominated sports.
For athletes who may film weekly brand content or appear in local sponsorship ads, looking polished isn’t vanity, it’s part of the job, and cosmetic professionals are becoming unexpected partners in helping athletes meet the demands of their growing public image.
Brands are Already Capitalising on NIL
Football players are not alone in this trend. Across college sports, beauty and wellness partnerships are emerging quickly.
A standout example is the CeraVe NIL campaign, which enlisted UCLA football player Devin Kirkwood to showcase a simple, athlete-friendly skincare routine. It wasn’t glamorous; it was realistic — addressing sweat, friction, sun exposure, and long training hours.
His participation signaled a cultural shift: football players are openly discussing skin concerns once brushed aside as part of the sport.
Kirkwood himself expressed excitement to work with a skincare brand at the time: “I was excited to work with CeraVe because their products are recommended by dermatologists and known for being effective.” he stated.
Another player, Raven Johnson of South Carolina basketball signed a widely publicized NIL deal with Parfait, a beauty-tech hair company offering secure, sport-ready wigs.
Johnson commented on the partnership: “I’m so grateful that beauty brands are partnering with women athletes … that means a lot to me.”.
While these two only make up a small fraction of what now are numerous partnerships in the NIL space, they were ground-breaking at the time and set the standard for opening up cosmetic partnerships with college players. As players look to make their mark on a new era, beauty companies will play a huge role in the shift.
Disclaimer: *This guide is intended for informational purposes only and should not be considered as medical advice. Always consult a qualified healthcare professional before making any decisions related to cosmetic surgery or other medical procedures.
