All the First-time Beauty and Wellness Sponsors to Hit New York Fashion Week This Season

This season, New York Fashion Week was a hot spot for a growing number of beauty and wellness brands looking to build buzz. Here, a breakdown of all the first-time players who got in on the spring 2026 shows, from Milk Makeup to Bloom Nutrition and beyond.

 1. Milk Makeup

Milk Makeup at Area by Dick Page.

With the help of makeup artist Dick Page, Milk Makeup took to the runway for the first time at Area. Pink hues — on both the eyelids and the undereyes — were the focal point of the look, crafted using the brand's Lip + Cheek blush sticks. 

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 2. Upneeq

Upneeq

A New York Fashion Week first? Eye drop brand Upneeq joined forces with Alice + Olivia as its prescription eye drop partner, putting its signature drops — said to temporarily perk up low-lying eyelids — to work at the show. 

 3. Sally Beauty

Backstage at the spring 2026 Christian Cowan show.

Sally Beauty sponsored the hair and nail looks at Christian Cowan's spring 2026 show, where bandana-adorned, neck-grazing bobs were the key hair look. "What I like about a bob is that it's a fashion-forward style, but it's also quite practical in many ways. You can kind of get up to anything with a bob," Cowan said. The beauty retailer has activated around fashion week before, but the partnership marked Sally Beauty's first time hitting the runway.

 4. BloomNutrition 

Bloom's Shirley Temple drink at New York Fashion Week.

Poppi isn't the only prebiotic soda brand turning fashion week into its stomping grounds: Bloom Nutrition seeded its product to attendees at Kim Shui, Kate Barton at Sandy Liang this season.

 5. Gotham

Models smoked joints on the runway at Eckhaus Latta, courtesy of Gotham.

Though not technically a fashion week newbie — it has gifted cannabis backstage during previous seasons — New York-based dispensary Gotham teamed with Collina Strada and Eckhaus Latta to feature weed consumption on the runway for the first time. "I might cry. This is amazing," said one model at Eckhaus Latta upon receiving a bag of Gotham goodies.

 6. Kijibae

Kijibae nails at Kim Shui.

Gel nail strip brand Kijibae sponsored the nails at Kim Shui. Founded in 2022, the Los Angeles-based brand tapped celebrity nail artist Sojin Oh to apply and embellish its designs on models backstage.

 7. Morphe 

Morphe makeup at PatBo.

Makeup brand Morphe, best known for its professional-grade brushes, teamed with PatBo to create a minimal-but-make-it-lip beauty aesthetic. Launched in 2008 by Chris and Linda Tawill, Morphe brought Liv Madorma on as its lead artist for the show. Backstage, Madorma's hero product was the Morphe Cheek Thrills palette in every shade.

 8. Aurezzi 

Aurezzi

Aurezzi made a splash this New York Fashion Week as the first oral care brand to hit the runway via its collaboration with Elena Velez. Through the collab, Velez included elements from the luxury oral care brand in her designs, including corsets made from 24K gold toothpaste containers and accessories made from toothpaste tubes and breath spray.

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