Bliss, the spa and skin care brand, has brought back ‘Bliss Girl’, one of its nostalgic beauty marketing icons, to celebrate its 30th anniversary.

The illustrated character, who appeared throughout the brand’s iconic 1990s and early-2000s catalogues and store windows, returns in 2026 in a ten-episode social series on Instagram and TikTok.

Comedian Veronica Kwiatkowski will star as ‘Bliss Girl’, who steps out of the catalogue after two decades and finds herself navigating modern-day New York City, US.

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The humorous marketing campaign follows Bliss analysing what made the brand distinctive from the beginning to celebrate its 30th anniversary, Emily Woods, GM at Bliss, told Cosmetics Business.

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Source: Cosmetics Business (https://www.cosmeticsbusiness.com/)

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