Frozen yogurt is having a moment again—and no one is noticing more than the beauty industry. This summer, skin care and supplement brands alike have been swirling themselves into the froyo craze, trading traditional campaigns for topping bars, co-branded cups and lines around the block.
The '90s-era treat is enjoying a rebirth as a lighter, healthier dessert that fits neatly into the high-protein wellness wave. Walk past Mimi's or Go Greek and you'll see it firsthand: The line is the longest in New York right now, with the same energy usually reserved for a hyped sneaker drop or a viral bakery. Even legacy chains are capitalizing on the moment: TCBY, the 45-year-old brand once ubiquitous in American malls, is staging a comeback, leaning into that nostalgia while courting Gen Z and Gen Alpha with customizable menus and limited-time offerings.
As the category heats back up, these beauty brands shared why they look at frozen yogurt less as a simple, sweet indulgence and more as a full-on marketing canvas.
Lemme
Lemme is going the most literal route, transforming its newest supplement launch into an edible topping. The brand has built its identity around the idea that wellness should feel like a "treat rather than a chore," and its new Lemme Skin Firming & Hydrating Gummy Rings ($40)—a candy-inspired take on the classic peach ring—double down on that.
The tropical fruit gummy is powered by a clinically studied Skin Smoothing Complex featuring Ceramosides, which the brand says help replenish a key building block of the skin barrier that naturally declines with age, alongside hyaluronic acid and vitamins C and E. The Gummy Rings launched this week on LemmeLive.com, with a three-day takeover in New York at cult-favorite Mimi's Frozen Yogurt, letting guests top their froyo with the gummies in person—a line so in-demand that Lemme founder Kourtney Kardashian herself was spotted waiting in it alongside everyone else.
“I’ve always loved brands that take something familiar and make it feel fresh again, which is exactly what Mimi’s has done with frozen yogurt,” says Simon Huck. “There was a natural connection because we built Lemme Skin with the same philosophy, using the highest-quality ingredients, real science, and still creating an experience that feels like a treat.” The collaboration, he adds, lets Lemme “step outside the vitamin aisle and show up where our community is genuinely excited to go”—introducing the brand to new customers, while giving existing fans something unexpected.
Kiehl’s
Kiehl’s took a different angle, pairing froyo with sun protection instead of skin-care-as-supplement. Starting the last week of June and through the end of the month, the brand is teaming up with internet-famous Go Greek on a limited-edition Better Summer Swirl cup—Banana Swirl frozen yogurt with coconut, pineapple, cacao drizzle and cookie crumble—which came with a sample of Kiehl’s Better Sreen UV Serum SPF 50+ ($69). Co-branded froyo carts are also setting up shop every Wednesday outside select Kiehl’s stores in Los Angeles and New York, handing out samples to the first 100 customers.
"The partnership really came from a shared desire to create a fun, culturally relevant summer experience that naturally connects back to our Better Screen UV franchise," says Petrina Koh, Kiehl's U.S. general manager. "We saw frozen yogurt experiencing a resurgence, so it felt like an authentic way to participate in a conversation consumers were already having."
Rather than introduce Better Screen through a traditional campaign, Koh says the goal was to turn SPF discovery into something people could actually experience and remember, reaching Kiehl's existing community while giving new consumers—especially younger ones who discover brands through lifestyle moments rather than ads—an accessible entry point.
Saltair
When Saltair launched its new Coral Coast collection earlier this summer, the objective was to deliver what the brand calls “immersive scent” storytelling. “The team explored ways to hero its key notes—juicy guava, creamy coconut and water lily,” the brand shares. “Partnering with a food and beverage brand felt like a natural opportunity to create a multisensory experience for our customers and introduce Saltair to new communities. We were looking for something refreshing and fruity that captured the feeling of endless summer, and frozen yogurt immediately came to mind.”
When evaluating potential partners in the brand's top markets, Go Greek stood out as the perfect fit. “Not only were they expanding their footprint across the U.S., but they also share our commitment to premium, high-quality ingredients. It felt like an authentically aligned partnership, and we were so happy to bring it to life together as their first beauty collab.”
The collaboration was also a chance to reach two audiences at once. “We were excited to introduce Saltair to a new audience through Go Greek's customer base, while also giving our existing community something unexpected and fun to engage with. As our first-ever brand partnership, it was a special milestone for us.”
The activation launched across 10 Go Greek locations in Southern California, New York and Miami, and the response outpaced projections. “We produced 25,000 custom Coral Coast bowls, which sold out within the first two weeks—much sooner than expected—leading us to extend the partnership.”
Korres
Korres, meanwhile, didn’t need to work too hard to manufacture a connection to frozen yogurt, since it’s been baked into the brand’s identity from the start. Its collaboration with Go Greek centers on a “protein inside and out” concept via a Greek Glow bowl topped with olive oil and honey, paired with a sample of the brand’s Greek Yogurt Probiotic Foaming Cream Cleanser ($32).
“Greek yogurt is deeply rooted in the Korres story,” the brand shares. “Our first formula was inspired by the traditional Greek remedy of applying cold yogurt to sun-stressed skin, so the ingredient has always represented more than a health food trend for us; it runs through the DNA of Greek culture. We are the only brand that uses real, edible Greek yogurt in skin-care formulas, and this felt like a perfect way to celebrate that with consumers in a relatable way.”
The activation has real numbers behind it, too: Korres estimates it reached around 2,500 consumers across New York, Los Angeles and Miami, with each participant walking away with the special bowl, co-branded packaging and a deluxe sample. “We wanted to take the fun, curated experience of an ‘influencer event’ and make it available to consumers,” the brand says. “It is a small unboxing moment built directly into their frozen yogurt run.”
Trend or Here-to-Stay?
Ask any of these four brands whether frozen yogurt qualifies as a genuine trend, and the answers converge: This isn’t a fluke, but a business opportunity built for right now. “What’s interesting isn’t just that frozen yogurt is back, but why it’s back,” Huck says. “People are looking for indulgences that feel good and still align with how they want to take care of themselves.”
Likewise, Koh frames it as something bigger than a single season. “It’s part of a broader shift in consumer behavior rather than a standalone trend. People are gravitating toward experiences that feel familiar, comforting and shareable.” Plus, she lists what is perhaps the greatest (and most obvious) marketing benefit of them all: “Its visual, customizable nature makes it especially well-suited for social platforms.”
Saltair agrees, calling it a “category that's experiencing lasting momentum and connection,” rather than a fleeting resurgence. “We love seeing social media videos of the long lines as a Saturday night activity with friends. It also shows that people are valuing connection and IRL experiences with their communities, which we certainly champion.”
