At lengthy, lengthy, lengthy final, the individuals who put sports activities programming collectively are getting the trace that girls are invested within the large (and little) video games, too. In 2020, NFL Commissioner Roger Goodell shared that the league had reached an all-time excessive of 187.3 million followers—and that 47% of them had been girls. Just like the variety of Chiefs Purple magnificence merchandise in Taylor Swift‘s private assortment, that quantity has solely grown from there.
With that being mentioned, it was about time for the world to make an apparent connection and begin extensively specializing in the magnificence features of the trade.
In 2023, e.l.f. had made their soccer advert debut with a spot that had Jennifer Coolidge selling Energy Grip Primer. Earlier than the advert, the product bought as soon as each eight seconds. After, it was as soon as in each 3.5.
Tremendous Bowl LVIII in 2024 gave us extra of a touch at what was to return within the magnificence and sports activities area, when manufacturers like NYX and CeraVe additionally paid out for adverts with celebs like Cardi B, Decide Judy, the Fits forged, and Michael Cera sharing their messages. Since then, we have seen Sephora go all-in on girls’s basketball and watched Olympic viewers obsess over Ilona Maher‘s rugby recreation lipsticks and Sha’Carri Richardson’s gold-medal profitable nails.
Additionally value noting? Hailey Bieber‘s first public showcase of her Rhode Lip Telephone Case was on the 2024 recreation.
@rhode/Instagram
At Tremendous Bowl LIX, which went down on Sunday, February 9 on the legendary Caesars Superdome in New Orleans, magnificence manufacturers as soon as once more capitalized on everybody‘s funding within the large recreation with an array of adverts and refined nods to their merchandise. In addition to the truth that Travis Kelce’s lush head of hair was a significant dialog level on the recreation (Google searches for “Travis Kelce hair” appeared to spike round 9:24 p.m. EST—however that is a dialog for later), we noticed nationwide commercials from the likes of Cetaphil and Dove. Different stars within the magnificence area like NYX Skilled Make-up and e.l.f. Cosmetics as soon as once more joined the enjoyable as properly.
Forward, discover out which magnificence manufacturers made use of the advert area this 12 months—and what they determined to speak.
NYX Skilled Make-up x DraftKings
For his or her newest Tremendous Bowl second (final 12 months that they had Cardi B selling their Duck Plump lip gloss), NYX Skilled Make-up launched a brand new program referred to as Large Fats Kiss. The social-first marketing campaign marked the first-ever make-up model collaboration with sports activities playing firm DraftKings.
Starring Brittany Broski and that includes the model’s viral Fats Oil Lip Drip, adverts inspired each magnificence fans and soccer followers (and, ideally, people who find themselves each) to call the chances on some less-bet-on-but-often-discussed elements of the sport, like who would possibly obtain the “largest, fattest kiss of the evening.” Free contests could possibly be discovered on DraftKings’ web site and app, providing followers a shot to win a share of $60,000.
“NYX Skilled Make-up is a model rooted in leisure, always searching for methods to disrupt norms and by no means afraid to take dangers as we pioneer new paths for magnificence,” mentioned basic supervisor Yasmin Dastmalchi. “With The Large Fats Kiss, we’re redefining how magnificence exhibits up in sports activities and creating an unforgettable cultural second for followers to have interaction in all over the place.”
Ulta x SZA
As one among halftime present performer Kendrick Lamar’s shock friends, SZA partnered with Ulta to supply a full breakdown of her look—she knew we would be asking.
Posted to her Instagram, the unique advert confirmed make-up artist Deanna Paley and hair stylist Devante Turnbull laborious at work on her glam with merchandise from K18, NARS, ghd, Profit, and Charlotte Tilbury. SZA even supplied a sneak peek at her personal lip line, which she mentioned is coming very quickly.
“I simply love Ulta Magnificence a lot,” she explains within the clip, calling the shop “all-encompassing” earlier than throwing out their tagline. “The chances are stunning.”
e.l.f. Cosmetics
e.l.f. is not any stranger to the Tremendous Bowl, and this 12 months they hit the ball of out the park (fallacious sports activities metaphor, however you get it) but once more. This time, the model launched the e.l.f Time Present, which livestreamed on the model’s social channels and featured commentary from What the Soccer podcast host Suzy Shuster, Insecure star Yvonne Orji and drag queen Heidi N. Closet. Throughout the recreation, the model additionally premiered its new “e.l.f. Von Zehn” spot on Tubi’s free recreation stream.
e.l.f. Cosmetics x The Pet Bowl
e.l.f. was simply as invested within the pet bowl this 12 months as they had been with the massive recreation. This time round, they tapped Joey King to star of their business, which aired in the course of the Animal Planet particular.
Because it turned out, e.l.f. was the Pet Bowl’s Official Beauty Companion. Alongside providing a characteristic on their web site to allow you to spherical up your buy to the closest greenback in help of Finest Pals Animal Society, they made a $25,000 donation to the group to help their efforts serving to pets and folks impacted by the California wildfires.
Earlier than the massive recreation(s), King was additionally noticed strolling 4 ready-to-adopt canine alongside a bag stuffed with limited-edition Pawer Grip Primer Canine Toys.
Hellmann’s
Hellmanns is not a magnificence model. Although they did put out that mayo-inspired (and sold-out?!) Will Levis No.8 perfume final August and accomplice with nail artist Sigourney Nuñez to create a “Mayo Mani” impressed by their Chipotle SKU final Might, I will not give it to them.
Nonetheless, their 2025 Tremendous Bowl advert will get a particular shoutout for doing such a superb job of promoting Meg Ryan‘s lipstick. Within the extremely antiipated clip, she reprised her function as When Harry Met Sally‘s Sally Albright diving right into a mayo-full sandwich at Katz’s Deli. Although we’re undecided what product she selected for the shoot, her make-up artist Jo Strettell has beforehand gotten that signature pink look with Iris & Romeo’s Energy Peptide Lip Balm in Rose.
Cetaphil
Lil Wayne was feeling delicate about not being invited to carry out on the Tremendous Bowl halftime present. Fortunately, Cetaphil was there to supply just a little consolation.
For the enduring model behind the TikTok-favorite mild pores and skin cleanser‘s large recreation spot, Lil Wayne could possibly be seen providing some Cetaphil to anybody in a delicate scenario. Armed with lotions, lotions, and cleansers, he saved followers from getting turned down for the kiss cam, assembly the dad and mom, and being left with a giant verify at dinner.
“We’re all a lil’ delicate,” he says within the clip.
It is true! And all of us love Cetaphil.
Dove
Dove’s 30-second spot featured an cute little woman run run operating down the sidewalk. “At 3, these legs are unstoppable,” it learn. “At 14, she’ll assume they’re insufferable.”
In the long run, the model referred to as out the truth that one in each two women who stop sports activities are criticized for his or her physique kind. “Let’s change the way in which we speak to our women,” they wrote, including a Hold Her Assured hashtag.
Whereas it was a strong message that made me wish to seize some lotion (or the model’s new physique serums) for my very own pricey legs, they did not cease there. Forward of the sport, Dove partnered with Sports activities Illustrated to launch Sports activities reIllustrated, a special-edition journal that celebrated younger feminine athletes. It was distributed forward of the sport and can run as a particular part in SI’s March concern.
Dolce Glow
@alix_earle/Instagram
Naturally, seeing what the women of the NFL would present up in was an vital a part of yesterday’s viewing alternatives. Superstar spray tan artist Isabel Alysa Vita was accountable for crafting the glow for therefore many attendees, together with Olivia Culpo, Alix Earle, NFL broadcaster Colleen Wolfe, Chiefs WAGs Brittany Mahomes and Gabby Esposito, and Eagles WAGs Brooke Dickerson and Meghan Payton.
