In a remarkable showcase that blends athleticism and beauty, gymnast Lily Smith recently embodied the spirit of innovation while promoting Rimmel London’s new Thrill Seeker Mega Lift mascara. Performing on a double-height balance beam situated 52 stories above the vibrant skyline of New York City, Smith demonstrated her extraordinary skills in a breathtaking 90-second routine. This partnership marks the first collaboration between Red Bull and Rimmel London, linking an energy drink known for fueling high-octane athletes with a cosmetics brand that’s empowering self-expression.
Smith, a five-time national All-American gymnast, designed the routine herself, taking the performance to new heights—literally. The beam was 9.5 feet tall, significantly exceeding the standard height found in competitions, adding an exhilarating element of risk to her artistry. The routine was a fusion of rhythmic gymnastics and classical ballet, illustrating not only her physical prowess but also the theme of “artistry under extreme conditions.” This approach reflects a philosophy that aligns with Red Bull’s ethos—pushing boundaries and challenging limits in every domain.
Speaking on the experience, Smith expressed her excitement about performing in such an unconventional setting. She explained how this challenge resonates deeply with her personal journey in gymnastics, where pushing boundaries and embracing creativity are essential. As she prepares for the competitive landscape ahead of the 2026 season, she sees this extraordinary performance as a source of inspiration and strength to remain confident and fearless in her endeavors.
Janine Fernandes, Rimmel London’s vice president of global marketing, echoed Smith’s sentiments, heralding the collaboration as a defining moment for the brand. She emphasized that Smith’s daring spirit resonates with Rimmel’s long-standing commitment to empowering individuals through bold self-expression. With a rich history dating back to 1834, Rimmel is eager to explore new horizons, both in beauty and beyond, showcasing how innovation can lead to extraordinary achievements.
Despite its legacy and contribution to Coty Inc., Rimmel is currently undergoing a review of its brand strategy. This scrutiny comes as Coty examines its mass color cosmetics division, which is valued at $1.2 billion, along with several brands under its umbrella—even those with significant cultural impact like CoverGirl and Max Factor. The assessment, spearheaded by Citi, aims to explore a variety of options, including partnerships or potential divestitures, a move designed to adapt to shifting market dynamics.
Meanwhile, Red Bull continues to support athletes across various sports, not only in gymnastics but also in disciplines like cycling, skateboarding, and climbing. As witnessed most recently, the Brazilian skateboarder Sandro Dias made headlines by breaking a world record for the highest skateboard drop-in, achieving an astonishing 70 meters. This further establishes Red Bull’s commitment to synergy between extreme sports and adventurous achievements, enriching both physical performances and brands like Rimmel that thrive on boldness and creativity.