Beauty plays it safe at the Super Bowl 2026

By Alessandro Carrara | Published: 4-Feb-2026
Marketing

Following a subdued presence from the beauty industry in 2025, Cosmetics Business explores how this year’s crop of adverts stacks up

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The Super Bowl, the US’ most popular annual sporting event, is set to kick off on 8 February, bringing with it fresh new opportunities for beauty brands to advertise their products.

Beauty has found an unlikely home at the event’s illustrious half-time show, having been at the centre of several viral moments over the past few years.

This includes the likes of Rihanna’s Fenty Beauty moment, which saw the nine-time Grammy Award winner unveil a new setting powder during her performance in 2023.

But following a subdued presence from the beauty industry in 2025, how does this year’s crop of adverts stack up?

To 'win' in the Super Bowl ad break, brands typically strive to create something “special, surprising, and audacious”, Paul Domenet, Creative Strategy Director and Partner at Free The Birds, tells Cosmetics Business.

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