Bliss Marks 30 Years With Bliss Girl Return
Bliss Girl returns as Bliss celebrates its 30th anniversary with a 10-episode New York social series and October pop-up.
Bliss is marking its 30th anniversary by returning the illustrated Bliss Girl character to modern-day New York City through a 10-episode social media series and an October consumer pop-up. The NYC-born, spa-backed skincare brand has cast comedian Veronica Kwiatkowski in the role, bringing a familiar figure from its early catalogs into contemporary city life. Founded in SoHo in 1996, Bliss built its early identity around playful, approachable skincare and self-care. The campaign will also feature a guest appearance from Bethenny Frankel.
A Character Returns To New York
Bliss Girl appeared throughout the brand’s early catalogs, becoming a recognizable expression of its creative approach to beauty. For the new series, the character is presented as having been “frozen in a catalogue” for 20 years before arriving in 2026.
The 10 episodes follow her through humorous New York moments, including learning Apple Pay, going on a bad date and visiting Magnolia Bakery for a 30th birthday cake. Bliss’ Lemon & Sage Body Butter and newer Bliss Pro products will appear as part of the storylines.
Emily Woods, General Manager at Bliss, said:
“Bliss Girl has always represented the playful, unapologetic spirit of Bliss, so bringing her back felt like the perfect way to celebrate 30 years. There’s so much nostalgia and love for the Bliss people remember from our early days in New York. As we bring her back into our brand and marketing, we’re also reestablishing Bliss as the spa brand for today, pairing the personality and heritage that put us on the map with innovations like Bliss Pro that reflect what ‘spa’ means to consumers now.”
Original Illustration Reimagined
The brand has reunited with Steven Campbell, the original illustrator behind Bliss Girl, to update the character for 2026 while retaining the look and spirit associated with the earlier catalogs.
The social series is rolling out across Bliss’ Instagram and TikTok channels. It is designed to reconnect with longtime fans while introducing the character and the brand’s personality to a new audience.
Anniversary Plans Continue
Bliss plans to continue the anniversary program with a consumer pop-up in New York City in October. Other anniversary initiatives have included special BlissWorld.com promotions offering best-selling products for $19.96, a nod to the brand’s 1996 founding year.
The company has also relaunched and evolved its Bliss Pro collection, which it describes as bringing Korean med spa technology into at-home skincare, and returned FabGirl Firm with a newly reformulated formula. Together, the initiatives tie a recognizable piece of Bliss’ New York heritage to its current product range and consumer programming.
