Kiehl’s teams up with Fortnite to make suncare part of play

US – Cosmetics brand Kiehl’s is breaking new ground with a four-week activation inside online video game Fortnite, aiming to embed sun safety into gaming culture.

The campaign highlights Kiehl’s Better Screen UV Serum through a modular takeover featuring four dynamic experiences across two custom maps.

Each game is tailored to different play styles, integrating the sunscreen’s story directly into game play and encouraging a new generation to normalise daily UV protection.

By tapping into Fortnite’s vast, engaged audience, Kiehl’s hopes to redefine how younger consumers think about sunscreen – making it as essential as the devices they use daily.

We explored how brands are embracing innovative methods to encourage consumers to protect their skin in our Future Forecast 2025: Beauty report. This activation exemplifies how beauty brands can use gaming environments to promote wellness messages in culturally relevant ways.