Fel Beauty has enlisted actor Jon Heder for a new marketing campaign, drawing on his iconic role from the 2004 film Napoleon Dynamite to promote its Kissylips Comfy Hydrating Therapy Lip Mask.
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The campaign showcases various references to the film and its main character, with Heder highlighting the humor of Dynamite's line about his "lips hurt real bad." This positions the new lip mask as the remedy for such woes.
In addition to the central message, Heder incorporates dance moves and a wardrobe inspired by the 1980s, further connecting the campaign to the cult classic.
This collaboration represents Fel Beauty’s inaugural campaign. Founded by veteran beauty industry professional Jaimee Holmes in December 2025, the brand has roots in major names including Sephora and Goop, the wellness brand created by actress Gwyneth Paltrow.
In other news, tickets are now available for the 25th anniversary of the Pure Beauty Awards, scheduled for 15 October 2026 at Grosvenor House Hotel in London, UK, recognizing this year's achievements in the beauty industry.