Topicals x billionaire boys club: The rise of skincare as a cultural object
Crédits: @topicals
On this December 2025, skincare and streetwear collided in a way that shows how deeply beauty and fashion are converging in Gen Z and Millennial culture. Skincare brand Topicals partnered with legendary New York streetwear label Billionaire Boys Club (BBC) to release a special edition of the viral Faded Under Eye Mask , and it’s quickly become more than a skincare product: it’s a trend piece, a fashion statement, and a sign of what’s next in culture !
More Than a Beauty Product, its A Cultural Capsule
This collaboration marks Topicals’ first major crossover with a streetwear brand, and it’s no accident that BBC was the partner. Founded by Pharrell Williams and NIGO, Billionaire Boys Club has been a cornerstone of global streetwear culture for decades, blending fashion, music, and art into every collection. BBC’s ethos expressed in the idea that « wealth comes from heart and mind, not just money », which really resonates with Topicals’ mission to demystify skincare and make it culturally relevant !
The limited-edition eye masks are packaged in BBC’s signature cosmic blue and feature the iconic Spaceman logo, turning a skincare item into something visually resonant with streetwear aesthetics.
Why is this collab so relevant ?
This partnership reflects a broader trend in cross-industry collaborations that blur the lines between beauty and fashion. Brands are no longer operating in silos, instead, they’re creating cultural moments. According to industry analysts, beauty brands partnering with fashion and lifestyle labels is becoming an important strategic way to capture Gen Z attention and expand cultural relevance !
But the Topicals x BBC collab stands out because it doesn’t just slap a logo on packaging and call it a day, it rassemble 2 distinct communities ! Topicals comes from the skincare world and is beloved for its inclusive, culturally aware formulations, while BBC comes from a subculture, in originality, exclusivity, and self-expression. Their joining reflects how young consumers today think about identity: individual, intersectional, and social-media native.
So how did Self-Care became a Streetwear Accessory?
What has helped the Faded Under Eye Mask transcend beauty product status is how people are wearing it. On TikTok and Instagram, users aren’t hiding their patches, they’re styling them as part of outfits, pairing them with hoodies, daily outfits, casuals joggers to make it look like an « unbothered » an chill fit !
Some creators even treat them like temporary accessories, almost like « eye-jewelry », and share videos where the patches add a playful, aesthetic element to everyday looks. This mirrors how other patch-type beauty products (like acne star patches that went viral as aesthetic accessories) became symbols of identity and fun, not just skincare !
This shift from clinical skincare to visible fashion moment highlights how beauty products can play into a hype culture that places value on recognizability, exclusivity, and online virality. Much like how limited drops from streetwear brands like BBC or Supreme became social badges of status, this collab taps into a similar mindset, where products signify cultural participation.
A Trend With Social Currency
Unlike traditional beauty routines hidden in your usual bathroom, today’s skincare is social ! Literal content people show off on TikTok, Instagram & more ! The Topicals x BBC masks fit perfectly into this landscape: they look distinctive in photos, spark conversation, and signal membership in both beauty-enthusiast and streetwear communities.
Teenagers and young adults especially enjoy turning everyday self-care into content moments. As seen with brands that gamified skincare, like Starface, whose pimple patches became a social status accessory, the Topicals BBC masks are part of that evolution: they’re meant to be seen.
What Comes Next?
The success of the Topicals x BBC release suggests a future where beauty products aren’t just functional but cultural artifacts. Products that reflect identity, style, and community. As collaborations between fashion labels and skincare brands continue, we’ll likely see more products that bridge lifestyle categories, blurring what’s beauty and what’s fashion !
In this moment, the Topicals x Billionaire Boys Club collab doesn’t just serve under-eye skincare needs, it tells a story about how young consumers want to express themselves in a world where skincare, fashion, and social identity are intertwined !!
So what about you, are you about to rock these soon ?
Written by Sara GUREWAN
