Tree Hut Makes Super Bowl Debut With Influencer-Led Ad
Body-care brand Tree Hut will air its first Super Bowl commercial, starring online creators and promoting a bold, expressive approach to self-care.
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Viral body-care brand Tree Hut is stepping onto the Super Bowl stage for the first time, unveiling a national advertising campaign that encourages consumers to “Uncontain Yourself.”
The 30-second commercial will air on 8 February during Super Bowl LX and stream nationally on Peacock, with additional regional broadcasts in Dallas–Fort Worth, New York City, Los Angeles, Chicago and Miami. Rather than relying on celebrity endorsements, the spot features seven social media creators drawn from the brand’s long-standing online community.
The campaign marks a major milestone following Tree Hut’s recent rebrand and signals its ambition to translate social media momentum into mainstream visibility. Known for colourful packaging and indulgent scrubs, the company says the advert challenges the restrained “clean girl” aesthetic that has dominated beauty culture in recent years.
From playful visuals to energetic performances, the creative positions self-care as joyful, expressive and anything but minimalist.
“Our goal was to take Tree Hut to a bigger stage without losing the brand’s voice,” said Luis Garcia, chief marketing officer at Tree Hut. “By centring our first Super Bowl spot on creators, we stayed true to our community-driven roots while bringing ‘Uncontain Yourself’ to life in a bold, expressive way. Tree Hut turns everyday routines into moments of sensorial joy, and this spot is an invitation to stop holding back.”
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A Creator-First Approach
Tree Hut has built its reputation largely through organic creator content and word-of-mouth enthusiasm. The Super Bowl commercial leans into that heritage, featuring influencers Paul Fino, Lanie Kristin, Olivia DeJarnett, Courtney Quinn, Valeria Stephanie, Emily Lula May and Lisi German—each chosen for their long-time connection to the brand.
Rather than presenting an idealised version of beauty, the advert celebrates colourful, individual expression and rejects rigid routines. The message: self-care does not have to be muted or formulaic.
The campaign was developed by Tree Hut’s creative agency, Bakery, and directed by Dave Meyers and Mia Barnes, known for crafting visually bold, culturally resonant work.
“Tree Hut grew from real people loving, sharing and talking about the products,” said Kerrie Heckel, executive creative director and partner at Bakery. “Bringing real fans and creators to the national stage was a must. Their authenticity helped bring the idea to life in a way no celebrity endorsement could.”
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Bringing TikTok Energy to Television
The brand plans to amplify the moment across social media, sharing behind-the-scenes footage and real-time reactions on Super Bowl Sunday. Flash giveaways and interactive content will invite fans to engage as the game unfolds.
The Super Bowl push also coincides with an expanded product line. Tree Hut is introducing new spring releases, including Whipped Shave Butter, Lip Oils and a Daily Moisturising Scrub, along with Hydraglow Body Lotion and Foaming Gel Wash in pump packaging. New scents will be available at major retailers such as Target, Walmart, Ulta and Amazon.
By taking its creator-driven identity to one of the biggest advertising stages in the world, Tree Hut is betting that the energy of TikTok can translate to mass audiences.
