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E.l.f. is back at the Super Bowl, highlighting e.l.f.’s Glow Reviver Lip Oil and celebrating positivity, inclusivity, and accessibility.
February 4, 2026
By: Rachel Klemovitch
Assistant Editor
E.l.f. Cosmetics announced it will show up during the Big Game on Sunday, February 8, 2026, with a telenovela-inspired campaign celebrating positivity, inclusivity, and accessibility.
Starring Academy Award–nominated actor and producer Melissa McCarthy, actor and TV doctor Nicholas Gonzalez, iconic telenovela villain Itatí Cantoral, and e.l.f. Glow Reviver Lip Oil, this dramatic telenovela parody delivers the perfect e.l.f. twist.
Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty, said,
“Everything we do at e.l.f. marries having your head in the stars to dream big and putting your feet on the ground to make it happen. We dreamt of pairing the absurdly good benefits of Glow Reviver Lip Oil with the comedy powerhouse of Melissa McCarthy, and the antagonist superpower of telenovela royalty Itatí Cantoral during the most impactful cultural moment of the year. That wish comes true on Sunday when we show up to celebrate with our Latin and Hispanic community in a meaningful way.”
The “e.l.f.enovela” opens with McCarthy’s character awakening in a hospital bed to discover she has only one day to learn Spanish before watching the biggest reggaeton concert in America.
The hero of the story is e.l.f.’s Glow Reviver Lip Oil, which has the perfect pout power for McCarthy’s Rs to roll off her tongue – and her ultra-glossy, juicy lips.
The campaign draws inspiration from a highly engaged cultural conversation surrounding the details of 2026’s Big Game entertainment programming, especially the halftime show.
English-speaking communities embraced the idea of learning Spanish to be fully engaged with one of the most significant and shared-experience cultural events.
E.l.f. Beauty Releases 2025 Impact Report
Dove Champions Girls’ Body Confidence in Super Bowl Ad
Eos Introduces Cashmere Cakes During the Super Bowl
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