Overview

• Nivea released a brief Instagram film on August 18 showing Cheryl entering a studio, hiding behind a newspaper dated “August 2025,” before revealing the message “A New Era, Tomorrow.”
• The campaign embeds visual Easter eggs—lyrics from her 2019 single “Fight For This Love,” her tribal hand tattoo and a reference to her X Factor catchphrase—to celebrate her career highlights.
• It marks Cheryl’s first public outing since ex-partner Liam Payne died last October, after which she focused on raising their son Bear and, according to tabloid reports, administering Payne’s estate.
• Unnamed TV insiders tell The Sun she is in advanced talks to join ITV’s The Voice alongside will.i.am, though neither the network nor Nivea has confirmed her involvement.
• Earlier this year a man alleged to have stalked Cheryl was jailed, underscoring the security concerns that contributed to her months-long withdrawal from public life.