Artists don’t get paid for the Super Bowl halftime show, but this year Rihanna found a way to make money 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 in the middle of her 13-minute show to easily do a few touch-ups. The product costs about $34.
Alongside a hugely successful music career, Rihanna has built a multi-billion dollar beauty and fashion empire in recent years and clearly couldn’t pass up the opportunity for product placement.
Of course, traditional commercials during the Super Bowl can cost anywhere from $6 million to $7 million for a 30-second slot.
But her makeup break wasn’t the only stunning moment — she also rubbed her tummy while debuting her surprise baby bump.
Her rep confirmed she’s expecting baby number two after the show.
The Savage x Fenty founder welcomed her first child with rapper A$AP Rocky in early May last year.
Viewers and fans took to social media to applaud Rihanna for using her beauty brand live on stage in what marked her first live TV performance in five years.
Tribute: Rihanna, 34, pocketed her Fenty Beauty brand during her Super Bowl LVII halftime performance on Sunday amid the Kansas City Chiefs vs. Philadelphia Eagles game
Good news! Shortly after the singer’s concert wrapped, the star’s rep confirmed she’s expecting baby number two
As she confidently strutted down the long stage in the middle of the football field at State Farm Stadium in Arizona, Rihanna pulled out a powder pack from her brand Fenty Beauty, which she launched in 2017.
The beauty wore a form-fitting red jumpsuit that was left partially open, along with a bright red bodysuit that showed off her growing baby bump as the crowd cheered on her from the stands.
Her brunette tresses were slicked back into a stylish ponytail, allowing the strands to fall straight down to define the sides of her face.
The Umbrella singer paused to touch up her makeup with the brand’s powder before quickly closing the pact, which she handed to a backup dancer while retrieving her mic from another.
Social media users were quick to delve into the perfect product placement, with one posting in a tweet: “There’s nothing cuter for 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: “NOT SHE USES THE FENTY INVIS MATTE IN THE MIDDLE OF THE PERFORMANCE I LOVE HER SM.”
One fan typed, “One thing about Miss Rihanna is that she will always promote fizzy beauty,” while also including a clip of the star applying the powder.
A second fan jokingly wrote, “Really 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 closing the pact, which she handed to a backup dancer while taking a mic from another
Reaction: One social media user wrote on Twitter: “NOT SHE USING THE FENTY INVIS MATTE IN THE MIDDLE OF THE PERFORMANCE I LOVE HER SM.”
Support: One fan wrote, “One thing about Miss Rihanna is that she will always be promoting Fenty Beauty,” while also including a clip of the star applying the powder
During a recent interview with Elle last year, Rihanna gushed about her brand being available to consumers at Ulta Beauty stores right now.
The talented singer and businesswoman explained, “Fenty Beauty, our brand, is for everyone,” adding, “We want everyone to feel included…”
Speaking about the decision to start a beauty brand, the star told Essence, “You have all these ideas of things you want for yourself and to me, beauty was a natural fit because makeup is a is such a big part of my career and image.’
The star continued, “I’ve wanted to do a line for years, but it needed to be believable, something that industry professionals and girls around the world would respect.”
Aside from Ulta, Rihanna’s brand can also be found in stores like popular beauty store Sephora.
During her halftime show on television, the mother of one, soon to be two, sang a string of hits including Work, Umbrella, Diamonds and also Pour It Up.
As she demonstrated her incredible skills on the big stage while being surrounded by a stadium full of fans including close friend Adele, her boyfriend A$AP Rocky also supported the Barbados-born star from the sidelines.
Having fun: Pop culture commentator Gibson Johns joked, “Really obsessed with Rihanna turning her #HalftimeShow into a Fenty Beauty commercial.”
Businesswoman: The Barbados-born star launched her beauty brand in 2017, telling Elle, “Fenty Beauty, our brand, is for everyone,” adding, “We want everyone to feel included…”; Seen in Phoenix earlier this month
Proud Supporter: A$AP Rocky, with whom she shares her first child, was spotted cheering on Rihanna from the sidelines during her performance
The couple welcomed their first child, a son, in May last year after announcing baby number one was on the way in January 2022.
At the time, a source close to Rihanna told People that she was more than “excited to be a mom.”
The insider added, “Everything Rihanna does, she does in her own way on her own schedule, and having a baby is no different,” adding that both she and rapper A$AP Rocky “just like every other couple’ are expectant parents.’
“Yes, they happen to be famous, but they are just the cutest, craziest young couple expecting kids.”
Not long after her performance, fans began speculating that the singer was pregnant, which her rep soon confirmed on Sunday, not long after her halftime show.
Earlier Thursday, Rihanna spoke about taking on the coveted role of headlining the Super Bowl Halftime Show during a panel in Phoenix, Page Six reported.
“As scary as that was, because I haven’t been on stage in seven years, there’s something exciting about the challenge,” she explained, adding some of her motivations for taking on the “challenge.”
“And it’s important for me to do that this year. It is important for representation. It’s important that my son sees that.”
Growing family: The couple welcomed their first child, a son, in May last year after announcing baby number one was on the way in January 2022; the two were spotted out in Beverly Hills in January
Maternity: The Umbrella hitmaker welcomed her first child, a son, with rapper A$AP Rocky last year in May 2022