Fel Beauty has tapped actor Jon Heder for a new campaign, leaning into Heder’s iconic Napoleon Dynamite character to bring the concept to life.
The campaign, which introduces Fel Beauty’s Kissylips Comfy Hydrating Therapy Lip Mask, includes multiple references to nostalgic 2004 comedy Napoleon Dynamite and the film’s namesake character, played by Heder.
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The campaign is built around Dynamite’s complaint that his "lips hurt real bad”, positioning Kissylips Comfy Hydrating Therapy Lip Mask as the solution to his sore lips.
Heder and Fel Beauty also integrate nods to the cult-favourite character through dance moves and 1980s-inspired wardrobe choices.
The campaign marks Fel Beauty’s first collaboration.
Fel Beauty, which first launched in December 2025, was founded by beauty industry veteran Jaimee Holmes.
Prior to launching the brand, Holmes held roles with several major beauty brands and retailers like Sephora, Benefit Cosmetics, Perricone MD, Too Faced, Kendo and actress Gwyneth Paltrow’s lifestyle and wellness brand Goop.
Lead image: WikiMedia Commons: By Gage Skidmore from Peoria, AZ, United States of America - Jon Heder - uploaded by maybeMaybeMaybe
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