Ali Condon
People are still reeling after Rihanna's Super Bowl halftime show last weekend, and it's having a major impact on her beauty brand.
If you've watched the performance (how could you not have?) you may have noticed the moment Rihanna paused to touch up her make up with one of her Fenty Beauty products:
If you're looking for specifics, Rihanna was using the Invisimatte Instant Setting + Blotting Powder.
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Being the successful make up mogul she is, this was undoubtedly done on purpose.
If you were performing on the world's biggest stage, why wouldn't you take a second to plug your booming beauty empire? It's just good business.
And boy, did it have an impact.
After the iconic halftime show - Rihanna's first live performance in seven years - searches for Fenty Beauty went up by a whopping 833% according to Cosmetics Business.
With around 110 million people tuning in to watch, the Super Bowl is one of the biggest days of the year for businesses looking to advertise, with brands like M&M's, Dunkin' Donuts, and Doritos pulling out all the stops for cinematic 30-second ads.
But Rihanna earned more than any of them for Fenty Beauty with that simple three-second plug during her performance.
According to Launchmetrics, Fenty Beauty's Media Impact Value (MIV) soared by $5.6 million (£4.6m) just 12 hours after her halftime show, as well as $2.6 million (£2.1m) in MIV for her lingerie brand Savage x Fenty.
As well as that, Rihanna earned an extra 1.5 million Instagram followers, bringing her total follower count up to 142 million.
When you put all that together, it sort of makes up for the fact that Rihanna didn't directly make money from the legendary performance.
According to the NFL policy, the league covers all costs related to the production of the halftime show, which includes travel expenses - but that doesn't include paying the singers for performing.
Typically, when an artist hears they're getting paid for their work in 'exposure', they'll run a mile.
But when it's Super Bowl level exposure, it's 100% worth it.
When she wasn't dancing her butt off, promoting her beauty company, or reminding sceptics that she can really sing, Rihanna used her halftime show to break the internet all over again and announce that she was pregnant with her second child.
It was just over a year ago that Rihanna and her partner A$AP Rocky sent fans into hysterics for the first time with their pregnancy shoot on the streets of New York City.
Now, nine months after welcoming her baby boy, Rihanna is expecting once again - making her halftime show one to remember.