Performers don’t get paid for the Super Bowl halftime show, but this year Rihanna found a way to cash in by shamelessly promoting her own beauty brand during her performance.
The B*tch Better Have My Money hitmaker, 34, could be seen pulling out her Fenty Beauty By Rihanna Invisimatte Blotting Powder compact for a few touch-ups in the middle of her 13-minute show. The product sells for around $34.
Along with a hugely successful music career, Rihanna has built a billion-dollar beauty and fashion empire in recent years and clearly couldn’t pass up the opportunity to place a product.
Of course, traditional Super Bowl banner ads can cost anywhere from $6 million to $7 million for a 30-second slot.
But her makeup break wasn’t the only wow moment—she also rubbed her tummy while debuting her surprise baby bump.
Her representative confirmed that she is expecting baby number two after the show.
The Savage x Fenty founder welcomed her first child in early May of last year with rapper A$AP Rocky.
Viewers and fans took to social media to applaud Rihanna for wearing her beauty brand live on stage, which was her first live television appearance in five years.
Paying tribute: Rihanna, 34, rocked her brand Fenty Beauty during her Super Bowl LVII halftime performance Sunday in the middle of the Kansas City Chiefs vs. Philadelphia Eagles
Happy news! Shortly after the singer’s concert ended, the star’s representative confirmed that he is expecting baby number two
Strutting confidently across the long stage in the middle of the football field at State Farm Stadium in Arizona, Rihanna pulled out a powder pact from her Fenty Beauty brand, which she launched in 2017.
The beauty could be seen wearing a figure-hugging red jumpsuit that was left partially unzipped along with a vibrant red jumpsuit that showed off her growing baby bump as the crowd cheered her on from the stands.
Her brown locks were swept back into a sleek ponytail, allowing the strands to fall straight to skirt the sides of her face.
The “Umbrella” singer paused to touch up her makeup with the brand’s powder before quickly closing the pact she handed over to one backup dancer, while retrieving her microphone from another.
Social media users were quick to address the perfect placement of the product, with one tweet writing: “There’s nothing more Rihanna than Rihanna reapplying Fenty powder in the middle of her Super Bowl halftime show.”
Another wrote in all caps followed by a humorous meme, “DID NOT WEAR THE FENTY INVISIMATTE IN THE MIDDLE OF PERFORMANCE. LOVE HER SM.”
One fan wrote, ‘one thing about miss rihanna is that she will always promote fenty beauty’, while adding a clip of the star applying the powder.
A second fan jokingly wrote: “Truly obsessed with Rihanna turning her #HalftimeShow into a Fenty Beauty commercial.”
Smooth: The “Umbrella” singer paused to touch up her makeup with the brand’s powder before quickly sealing the pact she handed to one backup dancer, while taking a mic from another
Reaction: A social media user wrote on Twitter, ‘DID NOT WEAR THE FENTY INVISIMATTE IN THE MIDDLE OF THE PERFORMANCE. I LOVE HER SM’
Support: One fan wrote, ‘one thing about miss rihanna is that she will always promote fenty beauty,’ while adding a clip of the star applying the powder
During a past interview with elle Last year, Rihanna raved about her brand, which had just become available to consumers in Ulta Beauty stores.
The talented vocalist and businesswoman stated: ‘Fenty Beauty, our brand, is for everyone’, adding: ‘We want everyone to feel included…’
Opening up about the decision to launch a beauty brand, the star told Essence“You have all these ideas of things you want for yourself, and for me, beauty just came naturally because makeup is such a big part of my career and image.”
The star continued: “I’ve wanted to do a line for years, but it had to be believable, something that industry professionals and girls all over the world would respect.”
Apart from Ulta, Rihanna’s brand can also be found in stores like the popular beauty store Sephora.
During her live televised halftime show, the mother of one, soon to be two, sang a string of hits including Work, Umbrella, Diamonds and also Pour It Up.
While showing off her incredible skills on the big stage surrounded by a stadium full of fans, like her close friend Adele, her boyfriend A$AP Rocky also supported the Barbados-born star from the sidelines.
Having fun: Pop culture commentator Gibson Johns quipped, “Truly obsessed with Rihanna turning her #HalftimeShow into a Fenty Beauty commercial.”
Businesswoman: The Barbados-born star launched her beauty brand in 2017, telling Elle: ‘Fenty Beauty, our brand, is for everyone,’ adding: ‘We want everyone to feel included…’; seen earlier this month in Phoenix
Proud supporter: A$AP Rocky, with whom he shares his first child, was seen cheering on Rihanna from the sidelines during her performance.
The couple welcomed their first child, a son, last year in May, after announcing baby number one was on the way in January 2022.
At the time, a source close to Rihanna told Rihanna People that she was beyond ‘excited to be a mom’.
The source added: “Everything Rihanna does, she does it her way on her own schedule, and having a baby is no different,” adding that both she and rapper A$AP Rocky are, “just like any other pair of future parents.’
“Yes, it turns out they are famous, but they are the cutest and most cheerful young couple who are expecting children.”
Not long after her performance, fans began to speculate that the singer was pregnant, which her rep confirmed shortly after her halftime show on Sunday.
Earlier Thursday, Rihanna had opened up about taking on the coveted role of headlining the Super Bowl halftime show during a panel in Phoenix, it reported. Page six.
“As scary as it was, because I haven’t been on stage in seven years, there’s something exciting about the challenge of all of this,” she explained, adding some of her motivations for taking on the “challenge.”
And it’s important for me to do this this year. It is important for representation. It’s important that my son sees that.
Growing family: The couple welcomed their first child, a son, last year in May, after announcing baby number one was on the way in January 2022; the two seen in January in Beverly Hills
Motherhood: The Umbrella hitmaker welcomed her first child, a son, last year in May 2022 with rapper A$AP Rocky