Is Heineken a Beauty Brand Now?
Heineken just crashed the beauty party. The beer giant has dropped a new skin cream called the Heineken Smootheriser, which promises to keep your face as silky smooth as the Heineken Silver lager. And weirdly, we're intrigued.
If you've been paying attention, unexpected crossovers have been happening for years. Food brands doing makeup? Streetwear dropping homeware? It's all fair game these days. The more left-field the connection, the better. Case in point: Rihanna’s Fenty x Ketchup collab, Nail’s Inc. and US cheese brand, Velveeta.
To be fair, Heineken isn’t new to this game. The brand is known for backing up its headline-grabbing humor with innovation to deliver products that surprise us. Last year, for example, they teamed up with Nokia and Bodega to create The Boring Phone and used the moment to call out social media addiction in a way that got people talking to each other IRL.
But, as Nabil Nasser, Global Head of Heineken, put it: “The Heineken Smootheriser is not just about jumping on the latest trends. It’s about [creating] a memorable crossover that gets people talking whether they’re into beer, skincare, or both. After all, when something is as smooth as Heineken Silver, why stop at beer?”
And he's not wrong. In 2025, the brands winning aren't playing it safe—they're the ones making you do a double-take. So, what could be next? A full Heineken beauty line? Beer-infused shower gel? Hop extract hair masks?
The Heineken Smootheriser dropped on April 1 in sleek, premium packaging featuring Heineken Silver branding. For now, the rollout is exclusive to Cambodia and Taiwan, but perhaps a wider release will follow.
