Guy Fieri debuts clean-shaven look for Super Bowl ad

The longtime Food Network star reveals the reason behind his radical new appearance.

Jan. 28, 2026 at 9:07am

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Guy Fieri, the famous Food Network personality known for his spiky bleached hair and goatee, surprised fans earlier this month when he debuted a clean-shaven look. In an exclusive interview with People magazine, Fieri revealed that the new look is for an upcoming Super Bowl commercial for home appliance maker Bosch.

Why it matters

Fieri's signature look has been a key part of his on-screen persona for over 15 years, so this dramatic change has sparked significant interest and curiosity among his legions of fans. The Super Bowl ad represents a high-profile opportunity for Bosch to reach a massive audience.

The details

Fieri said the clean-shaven look is specifically for the Bosch Super Bowl commercial, which he described as a "big, bold, and unexpected" ad that will air during the big game. The commercial is meant to showcase Bosch's new line of home appliances. Fieri has worked with Bosch in the past, so the partnership made sense for this high-profile ad spot.

  • Fieri debuted the new look on January 22, 2026.
  • The Bosch Super Bowl commercial is set to air during the 2026 Super Bowl on February 2.

The players

Guy Fieri

A famous American restaurateur, author, game show host, and television personality who has hosted various TV shows on the Food Network since 2006, including "Diners, Drive-Ins and Dives".

Bosch

A German multinational engineering and technology company that produces a wide range of products, including home appliances.

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What they’re saying

“New Year. New Guy. New Look.”

— Guy Fieri

What’s next

Fieri's new clean-shaven look and the Bosch Super Bowl commercial are expected to generate significant buzz and discussion among his fans and the general public in the lead-up to the big game.

The takeaway

Guy Fieri's dramatic transformation showcases the power of celebrity partnerships and the importance of standing out during the highly competitive Super Bowl advertising landscape. While his signature look has been a key part of his brand for years, Fieri is willing to shake things up to help promote a major brand like Bosch.