With Love Island returning in only four months, now is the perfect time to study the islanders' brand partnerships.

What happened this past summer is the blueprint for what's coming next.

Let's break down the partnerships and the marketing lessons we can learn from them.

Why Love Island Brand Partnerships Hit Different in 2025 

Love Island isn't just a dating show anymore. It's a content factory. 

Brands didn't wait for the season to end. They jumped in during the middle of the season. Viral moments became campaigns before the buzz faded. It was all about speed. Since the audience was already talking, they didn't have to create the conversation. Brands just joined in, immediately creating relevance.

The best Love Island brand partnerships this summer worked because they felt natural. They matched the contestants' personalities and leaned into couple dynamics. Brands gave fans something they could actually buy. No forced fits. No random products. Just brilliant, fast marketing that turned attention into sales.

Nicolandria x Kulani Kinis, NYX, and Agua de Kefir

Nicolandria was the couple of the season. Period.

Fans were obsessed with them. These Love Island brand partnerships saw that obsession as an opportunity.

Kulani Kinis nailed it by featuring both Nic and Olandria. Nic was already modeling for Kulani, so the fit made sense. But including Olandria? That's what took it from a standard post to a viral campaign. Fans wanted "Nicolandria." Kulani Kinis gave them precisely that.

Agua de Kefir turned their partnership into entertainment. It didn't feel like an ad. It felt like content people wanted to watch. When your campaign becomes shareable, your audience distributes it for you.

NYX went even further. They spotted a memorable moment between the islanders on the show and turned it into a product opportunity. Using items already on their shelves, they created the "Nicolandria Lip Combo" as a named product. This turned the couple into a product you could shop.

Marketing lesson: Couple branding isn’t just a shortcut to storytelling. It’s an opportunity to bundle and sell!

Amaya Espinal x Poppi  

Amaya's hype was huge. And Poppi didn't waste a second of it.

Poppi built buzz around Amaya while she was still in the villa by hijacking her hype. They posted a faux drink based on her nickname, "Amaya Papaya", which became their most liked instagram post, solidifying Poppi’s place in the Love Island conversation.

No official sponsorship or money spent. Just brand awareness that rode the wave of existing hype.

After the show ended, Poppi actually collaborated with Amaya to create a real, limited-edition drink, Amaya’s Island Colada. Poppi centered the product around Amaya's vibe. This time, it was a hard product launch.

Poppi didn't have to manufacture interest. Amaya and Poppi already had the momentum. They just packaged it and made it available to buy.

Marketing lesson: When pop culture hands you the hype, don't let it pass by. Turn it into something tangible. 

Huda x Call of Duty and HUDA Beauty

Huda had partnerships that were expected and partnerships that were almost too perfect.

Call of Duty: Black Ops 7 was a surprise move on her part. The randomness of that collab created conversation. People shared it because it was so unexpected. Other big names like Jake Paul only added to the conversation.

This type of partnership expanded COD's brand and immediately introduced it to new audiences through Love Island.

The expected partnership headline? Huda x Huda Beauty. The name alone, "Huda x Huda", explains itself instantly. Viewers were already predicting this partnership while Huda was in the villa. The fit was so perfect that it felt inevitable.

Even when the partnership ended early due to controversy, it still created even more buzz. Some people praised Huda Beauty. Others boycotted. But either way, their brand awareness skyrocketed.

Marketing lesson: Surprise creates attention. Perfect alignment creates buzz. And buzz creates awareness, whether the reaction is positive or negative.

Jeremiah Brown x Chipotle

Chipotle rightfully earned their chronically online title with this partnership. 

"Jeremiah's Dream Burrito… Cute" referenced a viral moment in the show. And people love trying viral orders shared by other customers. This partnership blended a fandom with consumer habits. If someone already eats at Chipotle, the barrier to buy Jeremiah's order is almost zero. Viral moment + viral consumer habit  = the perfect marketing opportunity. 

The "named item" matters too because it feels official. When Jeremiah got voted out, fans wanted to support him. Buying his custom Chipotle bowl became an easy way to do that. Chipotle turned fan loyalty into sales by making support simple and actionable.

Marketing lesson: Turn fan loyalty and fleeting moments into action. Give people a simple way to show their support.

So what do all these successful Love Island brand partnerships have in common? They turned attention into action. 

These brands didn't just use contestants for clout. They built full campaigns around their story, identity, and fandom in record time.

Nicolandria showed the power of couple branding. Fans follow narratives built during the show. Once the season ended, their brand deals became the only way for fans to check in on the couple.

Amaya and Poppi showed how to turn hype into an actual product drop. Setting the new gold standard.

Huda’s brand deals proved how powerful the right partnership strategy can be. Call of Duty didn't just reach its existing gamers. And Huda Beauty didn't only capitalize on the perfect name match. They each tapped into Love Island's massive fanbase through Huda. Both brands accessed different sides of Huda's appeal and audience. This demonstrated that the right partnership doesn't appeal to one established audience. They unlock a variety of audiences on both sides.

Jeremiah and Chipotle showed how to turn fleeting moments into real sales. By combining the moment and fan support, brands create an actionable way for fans to show up for who they love when they love them. 

The key takeaway? Fans were craving more of their favorite islanders' stories after the season ended. These partnerships fed that hunger. These brand partnerships offered fans another way to stay connected to the people they'd invested in all summer. 

Next summer, expect even more. More limited drops. More couple campaigns. More unexpected crossovers.

Because Love Island brand partnerships aren't only working. They're rewriting how influencer marketing happens as they’re being introduced to viewers.

🪽 Written by Caroline Gantt