Irish Beauty Brand ‘The Smooth Company’ Gains Unexpected Super Bowl Exposure

Dublin-based beauty company, The Smooth Company, experienced a surge in visibility after its “Mane Master” product was used by hairstylist Mariah Montes during the Super Bowl LVIII halftime show featuring Bad Bunny on February 11, 2026. The unexpected exposure, occurring during the performance of bride Eleisa Aparicio and groom Thomas Wolter’s wedding ceremony on the field, has generated significant buzz for the Irish firm.

Organic Placement at a Global Event

The Smooth Company’s product was utilized to style Eleisa Aparicio’s hair during the Super Bowl halftime show. Founder Aine Kennedy expressed her surprise, describing the moment as “probably the most surreal thing to happen to our business so far.” The company emphasized that this was not a paid placement or brand deal, but rather a result of professional stylists like Mariah Montes choosing to use their products organically. Montes, a Los Angeles-based hairstylist, is known to be a fan of The Smooth Company’s Mane Master.

Rapid Social Media Impact

Following the Super Bowl performance, The Smooth Company reported reaching a quarter of a million views across its social media platforms. The company, founded by Aine Kennedy in her attic, now distributes its products in over 70 countries and was recently recognized as the EY Emerging Entrepreneur of the Year. The unexpected exposure has been described as a “pinch me moment” for the Irish business, given the Super Bowl’s status as the most-watched broadcast globally.

Hairstylist’s Choice

Mariah Montes initially planned to style Aparicio’s hair down, but after a rehearsal, she suggested pulling some strands back to ensure the bride’s face was fully visible during the ceremony. She chose to use “The Mane Master” to achieve the desired sleek look. Montes shared behind-the-scenes footage of the preparation process on social media, further amplifying the product’s visibility.

Company Response and Future Outlook

The Smooth Company shared clips of the Super Bowl moment on its social media accounts, expressing excitement and disbelief. The company’s founder, Aine Kennedy, highlighted the significance of the event for the four-year-vintage business and its community. The unexpected exposure is expected to have a lasting impact on brand awareness and sales.