Tree Hut is taking its joy first self care message from the TikTok feed to the Super Bowl, debuting its first ever Big Game commercial built entirely around creators from its own community. The campaign, powered by the Uncontain Yourself platform, doubles down on expressive, colorful self care and rejects minimal, one size fits all beauty.
Super Bowl LX Debut For America’s No. 1 Body Scrub Brand
The 30 second Uncontain Yourself spot will air on February 8 during Super Bowl LX, streaming nationally on Peacock and running on regional broadcast in Dallas Fort Worth, New York City, Los Angeles, Chicago and Miami. For the Coppell, Texas based body care brand, it marks a major milestone following a recent rebrand and brings its digital native personality onto one of the most watched moments in pop culture.
Already known as America’s No. 1 body scrub brand, Tree Hut is using the Super Bowl to introduce its fun first self care POV at scale and invite consumers to rethink what beauty can look like. The spot positions the shower as a sensorial escape rather than a strict, minimalist routine, translating the energy of the #EverythingShower trend to broadcast TV.
Creator Led Ad Rewrites The Self Care Script
Long fueled by creator content, Tree Hut approached its Super Bowl debut as an amplification of its community, not a pivot to traditional celebrity driven advertising. The commercial stars seven social media standouts and #EverythingShower champions, Paul Fino, Lanie Kristin, Olivia DeJarnett, Courtney Quinn, Valeria Stephanie, Emily Lula May and Lisi German, chosen for their long standing relationship with the brand and role in shaping its online community.
“Our goal was to take Tree Hut to a bigger stage without losing the brand’s voice…By centering our first Super Bowl spot on creators, we stayed true to our community-driven roots while bringing ‘Uncontain Yourself’ to life in a bold, expressive way. Tree Hut turns everyday routines into moments of sensorial joy, and this spot is an invitation to stop holding back and fully embrace the fun.”, said, Luis Garcia, Chief Marketing Officer at Tree Hut.
Pushing Back Against Minimal ‘Clean Girl’ Beauty
The Uncontain Yourself campaign explicitly pushes back against the rigid, muted “clean girl” aesthetic that has dominated beauty feeds in recent years. In the spot, the creator cast shows that beauty does not have to follow a 10 step, ultra minimal script; instead, self care can be bold, colorful, and deeply personal.
Directed by Dave Meyers and Mia Barnes and led by creative agency Bakery, the film leans into striking visuals, movement, and immersive sensory cues to bring Tree Hut’s brand vision to life. From textures and lathers to saturated color and expressive styling, the aesthetic mirrors the content that helped the brand go viral on social platforms.
Community At The Center, On And Off Screen
“Tree Hut grew from real people loving, sharing, and talking about the products,” said Kerrie Heckel, Executive Creative Director and Partner at Bakery. She also added that “Bakery wanted to celebrate that connection, which made bringing real fans, creators, and longtime community members to the national stage a must. Their creativity and authenticity helped bring the idea to life in a way that no celebrity endorsement could, and we can’t wait for fans, new and old, to see the spot.”
To extend that community feel beyond the broadcast, Tree Hut will share behind the scenes content and real‑time reactions across social on game day, plus flash giveaways inviting fans to join in as the action unfolds. That dual screen strategy keeps the brand’s strongest channel, social media, at the heart of its biggest media buy to date.
New Launches: From Whipped Shave Butter To Hydraglow
The Super Bowl moment coincides with a fresh wave of product innovation designed to pull in first time shoppers while delighting loyal fans. The spring lineup brings Uncontain Yourself to life through Whipped Shave Butter, Lip Oils, and a Daily Moisturizing Scrub, plus Hydraglow Body Lotion and Foaming Gel Wash, now offered in convenient pump packaging.
