Cheryl appears in a new Instagram video for NIVEA’s Epigenetics Age Rewind Serum, striding into a building in a racy leather trench coat as part of a soft launch that the brand has positioned as the singer’s return to the public eye.
In the clip posted to NIVEA’s official account, the 42-year-old wore angular sunglasses and gold hoop earrings, flicked her hair and entered a spotlit foyer with a confident smirk. The brand’s caption described the product in Cheryl’s words as "so edgy and so different" and said the serum "rewinds visible skin age in just 2 weeks," citing a new ingredient called Epicelline; NIVEA says the Epigenetics Age Rewind Serum is now available in Boots.
The Instagram clip follows an earlier campaign video in which Cheryl revisited photographs from across her career and reflected on how her skin-care routine has evolved. She began by looking at an early performance image from her Girls Aloud years, saying, "Wow, what do we have here. What do I see? I see a lot of youth, and innocence maybe here. On the skin as well as in the eyes." She recounted that before joining the group she rarely used foundation and did not pay much attention to her skin, but that stage makeup and the demands of touring had left her dehydrated.
Cheryl referenced advice from former bandmate Kimberley Walsh, noting that the group often traded beauty tips and that they once used NIVEA’s thick blue cream. She described a later solo period as one in which her makeup and skin suffered from neglect and urged younger women to take care of their skin now so they "will thank yourself." The final image she reviewed was from her performance at the Mighty Hoopla festival in 2021, which she used to underscore a growing interest in the science behind skin aging and epigenetics.
NIVEA unveiled the collaboration last month. The campaign materials emphasize the product’s epigenetic framing and the brand’s claim about the serum’s rapid visible effects, and they feature Cheryl both modeling the product and narrating her skin-care reflections.
The campaign has been framed by media outlets as marking Cheryl’s re-emergence following the death of her former partner, Liam Payne, last October. Cheryl and Payne dated from 2016 to 2018 and are parents to a son, Bear, born in 2017.
NIVEA’s videos and posts have drawn attention from fans and observers, who have commented on Cheryl’s styling and the nostalgic content of the campaign. The company’s rollout continues as the product becomes available through major retailers, with the brand promoting the Epigenetics range as a new direction in its skin-care offerings.