Rihanna took a second out of her Super Bowl Halftime Show to promote Fenty Beauty

Rihanna has taken the stage for the Super Bowl LVII Halftime Show and, in typical Bad Gal RiRi style, has used her massive performance to promote her own beauty brand, Fenty.

The Barbadian singer took to the stage with over 200 million people watching around the globe, with her brand managers across her makeup, skincare, and lingerie brands going into overdrive.

She was spotted on-stage touching up her makeup mid-performance with a Fenty compact, before continuing with a collection of her greatest hits.

It's an undoubtedly clever move from the 34-year-old Grammy Award-winning singer and youngest self-made female billionaire.

And hoo boy, is she capitalising on it for the Super Bowl LVII.

Her fashion and beauty brands Savage X Fenty, Fenty Beauty, and Fenty Skin have all had a digital facelift to feature a 'Game Day' section.

The pop queen's lingerie and loungewear brand Savage X Fenty also took the chance to capitalise on her Super Bowl appearance, adding 'Team Fenty' jerseys and sweatsuits to their merchandise.

As per the brand's official Instagram, fans can visit a Fenty pop-up shop in Phoenix until Saturday to nab one of the 'hyper-exclusive' merch items and limited-edition beauty products.

As for her Half Time show, it went off in truly spectacular style, with the performer singing from one of several floating platforms that bore Bad Gal RIRi and her dancers as they flew through the stadium.

She wore an all-red jumpsuit paired with an oversized jacket as she bust out a medley of her biggest hits from the last 17 years, with some no more than little catches of a few key lyrics that were mixed into a non-stop dance mix.

Although fans are still eagerly awaiting new music, there is one thing that is for certain: watching her Half Time show, we all are reminded why she is a beauty, fashion, and musical powerhouse.

All hail Rihanna, Queen of the Super Bowl Half Time Show.