Bliss Celebrates 30th Anniversary with Bliss Girl

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.

Bliss Girl became an icon at the time of its launch in 1996. The Bliss Girl appeared throughout the brand’s catalogues and creative and embodying its playful approach to beauty. 

Emily Woods, General Manager of 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.”

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. The brand’s iconic products and advice will also be interspersed. 

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.

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.