Bliss is turning 30 and bringing one of its most nostalgic beauty icons back to life to celebrate. If you’ve been following the brand on social, you may have caught a few teasers hinting at the return of a familiar face — and now we can officially share that Bliss Girl is back.

Born as a spa in NYC’s SoHo neighborhood in 1996, Bliss became the beauty destination for New Yorkers. Along the way, Bliss Girl – the illustrated character who appeared throughout the brand’s iconic ’90s and early-2000s catalogues and creative – became the face of Bliss’ playful approach to beauty.

Now, after essentially being “frozen in a catalogue” for the past 20 years, Bliss Girl is stepping off the page and into New York City in 2026.

Played by comedian Veronica Kwiatkowski, Bliss Girl will star in a 10-episode social series imagining what happens when she steps out of the catalogue after two decades and finds herself navigating modern-day NYC.

A few highlights:

• The series follows Bliss Girl navigating modern-day NYC for the first time – from learning how to use Apple Pay and going on a bad date to discovering what else has changed since she was last seen in the pages of a Bliss catalogue. She may still know everything there is to know about skincare and Bliss, but she has a lot to learn about everything else that’s changed.
• The longtime Bliss fan and quintessential New Yorker Bethenny Frankel will make a special appearance in one episode of the series.
• Bliss Girl will visit Magnolia Bakery to pick up her 30th birthday cake, bringing together two iconic New York-born brands that both got their start in 1996 and are celebrating three decades this year.
• Bliss also reunited with Steven Campbell, the original illustrator behind Bliss Girl, to reimagine the character for 2026 while staying true to the look and spirit fans remember.'
• The celebration will continue IRL this October with a 30th anniversary consumer pop-up in NYC, bringing the milestone back to the city where Bliss was born.

Image courtesy of Bliss