The NYC-born, spa-backed skincare brand brings its beloved Bliss Girl character back to life in modern-day New York City through a new social series and IRL experience celebrating 30 years of Bliss.
NEW YORK, Sept. 1, 2026 /PRNewswire/ — Bliss is celebrating its 30th anniversary by bringing back Bliss Girl, the iconic illustrated character that became synonymous with the brand’s early catalogues, and its creative, playful approach to beauty.
Founded as a spa in New York City’s SoHo neighborhood in 1996, Bliss quickly became a beauty destination known for making skincare and self-care fun, approachable and results-driven. Bliss Girl became an icon of that era, appearing throughout the brand’s catalogues and creative and embodying its playful approach to beauty. Thirty years later, Bliss is bringing her out of the archives and into a new era.
For her return, Bliss Girl is stepping out of the catalogue and into present-day New York City through a 10-episode social content series. After essentially being “frozen in a catalogue” for the past 20 years, she suddenly finds herself navigating life in 2026 — and while she knows just about everything there is to know about skincare and Bliss, she has a lot to learn about everything else.
Played by comedian Veronica Kwiatkowski, Bliss Girl will encounter a series of funny and relatable NYC moments, from learning how to use Apple Pay and going on a bad date to visiting Magnolia Bakery for her 30th birthday cake. Bliss’ skincare expertise, iconic Lemon & Sage Body Butter, and new Bliss Pro items will be naturally woven throughout her adventures, bringing the character’s signature beauty know-how into the modern era. Bethenny Frankel, another quintessential New York personality and longtime fan of Bliss, will also make a special appearance in one episode.
As part of Bliss Girl’s return, the brand also reunited with Steven Campbell, the original illustrator behind the character, to reimagine her for 2026 while staying true to the look and spirit fans remember.
“Bliss Girl has always represented the playful, unapologetic spirit of Bliss, so bringing her back felt like the perfect way to celebrate 30 years,” said Emily Woods, General Manager of Bliss. “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.”
The social series will roll out beginning today across Bliss’ Instagram and TikTok channels, inviting longtime fans to rediscover Bliss Girl while introducing the iconic character and Bliss’ distinct personality to a new generation.
Bliss will continue its 30th anniversary celebration this October with a consumer pop-up in New York City, bringing the milestone back to the city where the brand was founded. For the latest updates on Bliss Girl and the brand’s 30th anniversary celebrations, follow Bliss on Instagram and TikTok.
Additional milestones celebrating Bliss’ 30th anniversary this year have included special promotions on BlissWorld.com, offering best-selling products for $19.96 in a nod to the brand’s founding year; the relaunch and evolution of the Bliss Pro collection, bringing cutting-edge Korean med spa technology into accessible, at-home skincare; and the return of ’90s cult-favorite FabGirl Firm with a newly reformulated formula.
About Bliss
Founded in Soho, NYC in 1996, Bliss is a spa-backed skincare brand known for delivering innovative, pro-grade formulas designed to make skincare feel effortless, effective, and fun. All Bliss products are cruelty-free, vegan, and formulated without parabens, phthalates, SLS, or SLES.
Instagram: @Bliss
Facebook: /BlissWorld
TikTok: @Bliss
Press Contact: Bliss@abmc-us.com
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