Rimmel taps gymnast Lily Smith for Thrill Seeker mascara launch

Rimmel London has teamed up with Red Bull to tap gymnast Lily Smith as the face of the launch of Rimmel’s new Thrill Seeker Mega Lift Mascara.

As part of the partnership, the five-time national All-American gymnast performed a daring 90-second balance beam routine 52 stories above street level. The routine, developed independently by Smith, featured challenging maneuvers including a front-toss-pike on a beam that extended 9.5 feet above the rooftop—twice the height of a standard competition balance beam. 

“Partnering with Red Bull on this adrenaline-fueled project, 52 stories above the ground, is an incredible moment for Rimmel,” said Janine Fernandes, vice president of global marketing for Rimmel London.

“Lily’s extraordinary achievement and fearless ambition, mirrors our own 190-year heritage of empowering bold self-expression. Bringing these two powerhouse brands together for the launch of our new Thrill Seeker Mega Lift mascara was a natural fit, and we’re excited to keep pushing the limits, in beauty and beyond.”

Smith will appear across Rimmel’s global campaign for the Thrill Seeker Mega Lift Mascara across social media and digital platforms starting January 2026.

“Performing this routine in such a unique and unusual setting, ahead of my college season, was a total thrill for me and I’m so excited to have had the opportunity, thanks to Rimmel London and Red Bull. This challenge reflects what I strive for in my sport – pushing limits, embracing creativity, and expressing my own style,” said Smith.