Aveeno and Togethxr, a multimedia company in women’s sports, are joining forces to champion female athleticism in a new digital ’zine, The Strength Issue.
Launching Tuesday, the project will double down on ongoing conversations about women’s bodies, with personal testimonies from Paralympic swimmer Ali Truwit, WNBA player Cameron Brink, American ballet dancer Misty Copeland and soccer star Sophia Wilson. Each athlete will share how they’ve mastered physical and emotional resilience with strong skin.
Misty Copeland for The Strength Issue.
Courtesy of Aveeno
“I am excited to be partnering with Aveeno and Togethxr on The Strength Issue, which embraces and celebrates women’s strength. At times in my life, strength has felt like a contradiction — not seen as strong as a ballerina, yet too powerful as a Black woman. However, strength is how I choose to show up every day: as an athlete, mother, wife, friend and a woman. In a space where my body and overall presence have been scrutinized, rather than conform, I’ve used my body as proof that ballerinas are athletes and, to me, that’s strength,” Copeland told WWD.
WNBA player Cameron Brink for The Strength Issue.
At the core of the Aveeno brand are the same principles of strength, said Kristen Hurley, head of commercial at parent company Kenvue, nodding to its bestselling regenerative oat technology that works to “strengthen the skin from within.”
“Strength is really the commonality between the brand and Togethxr and the program,” she continued. “The beauty of this partnership is that I think there’s a strong role and voice for Aveeno, but it’s about this bigger topic that we can feature and highlight.”
Ali Truwit for The Strength Issue.
Courtesy of Aveeno
When narrowing down the list of powerhouse women, Aveeno and Togethxr selected the individuals who were constantly challenging expectations and pushing boundaries, in and out of the arena.
“These women are the best in their game, but they’re not just athletes — they’re leaders and mothers and founders and mentors, and they’ve accomplished so much. We were looking for an opportunity to highlight these multidimensional, multifaceted women, and I’m so thrilled with the partners that we ended with,” Hurley said.
Sophia Wilson for The Strength Issue.
Courtesy of Aveeno
From brand sponsorships to athlete ambassadorships, beauty’s alliance with women’s sports has been ramping up. Ulta Beauty unveiled its inaugural Beauty Roster in February; CeraVe and Nutrafol became the official sponsors of the National Basketball Association and Major League Baseball, respectively, last fall, and Sephora signed on as the official partner of the off-season basketball league, Unrivaled, at the top of 2025. Of course, the 2026 Winter Olympics and Paralympic Games just closed out as well, but before they did, Procter & Gamble ensured each athlete received a product kit with First Aid Beauty, SK-II and more.
The timing of this launch is not lost on Aveeno. “Women in sports are having a big moment, and we are so excited to be a part of celebrating that,” Hurley said. “The intersection of strength with women’s sports and your skin feels obvious, and we know it’s something that’s a big part of the cultural conversation that we wanted to be a part of.”
