Mermaids pimping for beauty products! This makes much more sense to me than mermaids selling coffee or mens' shirts, considering mermaids are known for their beauty and their vanity.
Too Faced released a Mermaids Treasure collection featuring a pretty blue bag with a mermaid on it. One of their Bronzers also has a mermaid on it.
The vintage fragrance Ondine is name after the mythical Ondine a beautiful water nymph/mermaid. I'm not sure whether this is on purpose or they just chose a pretty name. None of the ads I've found for the fragrance seem to allude to the mermaid.