Cheryl Stuns in Three Looks for NIVEA Epigenetics Campaign Behind the Scenes

Cheryl is front and center in a new NIVEA Epigenetics campaign, appearing in three behind-the-scenes looks that blend high fashion with skincare-forward messaging. The singer, 42, is photographed in variations that range from sleek and edgy to polished and chic, underscoring the brand’s emphasis on skin health and science. The shoot, captured on Thursday, features Cheryl in a black leather shirt paired with a figure-hugging pinstripe pencil skirt, finished with gold hoop earrings and voluminous caramel waves. The styling choices are designed to highlight a radiant complexion while maintaining a contemporary, club-ready silhouette.

For the second look, Cheryl changes into a classic black leather trench coat cinched at the waist with a belt. The ensemble is paired with black pointed heels and oversized sunglasses, presenting a tougher, more modern vibe while keeping the focus on skin and glow. The third look rounds out the session with a chic mini shirt dress that she wears while posing on a chair, completing a trio of outfits that span from edgy to refined. A candid black-and-white snap among the frames shows her wearing the trench coat look, adding a timeless dimension to the campaign photography.

News of the collaboration came earlier this month, when Cheryl was announced as the face of NIVEA’s new Epigenetics range. In conjunction with the launch, she spoke about her long history with NIVEA and her excitement to partner on a product described by the brand as a smart, gentle serum that supports the skin’s youthful radiance. The company and Cheryl have positioned the line as part of a broader narrative about trust in a bottle and the science of skin aging, aligning her personal skincare journey with Epigenetics-based messaging. The star has publicly celebrated NIVEA as a trusted staple in her routine, noting that the new serum represents a meaningful evolution in how she cares for her complexion.

In a separate video released earlier this month, Cheryl revisited a timeline of her career to reflect on how her skin care has evolved. She looked back at archival images from her Girls Aloud days, describing how stage makeup, long tours, and dehydration influenced her skin in earlier years. She recalled learning from peers about foundation bases and skincare routines, including memories of a thick blue NIVEA cream that once featured in their routine. The reflection continued with a later solo performance era, where she acknowledged that aging and experience had reshaped her approach to skincare, urging younger women to start caring for their skin sooner and to consider SPF and consistent routine as part of long-term glow.

The campaign has also rolled out teaser content that hinted at a major unveiling. A clip showed Cheryl stepping out of a car into a studio, where she sat with a newspaper bearing lyrics from her 2009 song Fight For This Love. The teaser concluded with a bold message suggesting a new era for the brand, and social posts hinted that the full campaign would arrive the following day. NIVEA’s team described Cheryl as the ideal ambassador to tell a genuine, relatable skincare story, emphasizing the enduring trust users place in the brand.

The Epigenetics line, including the new serum, aligns with a broader industry emphasis on science-based skincare and personalized routines. Cheryl’s involvement underscores NIVEA’s attempt to fuse celebrity influence with a narrative about data-driven skin health and a modern, real-world skincare journey. She has described the serum as a game-changer—smart, gentle, and capable of restoring a radiant glow that recalls her younger days while reflecting her current, more mature approach to skincare.

Overall, the back-to-back looks and the accompanying narrative frame Cheryl’s return to the spotlight as not just a performer, but a skincare storyteller who bridges pop culture, science, and personal experience. The three outfits—leather and pinstripes, a tailored leather trench, and a sleek mini dress—offer a visual tour of how Epigenetics-inspired care can translate into style statements, reinforcing the idea that skincare and personal style can evolve together over time.