From Groundbreaking Launch to Award-Winning Hit: P&G Celebrates Beyond the Gates' Blockbuster First Year

Have you been Beyond the Gates yet? Let us take you behind the scenes.

In February 2025, P&G excitedly returned to our soap opera storytelling roots with the debut of Beyond the Gates. We teased a fresh, compelling series that would delight audiences with rich characters, intricate plots, and a groundbreaking approach to daytime drama. One year later, the show is a hit and we’re celebrating everyone who has made its success possible! Beyond the Gates has not only captivated millions of viewers but has also earned critical acclaim as it blazes an unrivaled trail in television.

Celebrating a Year of Milestones

This first year of Beyond the Gates has been one of historic achievements. The show's authentic, compelling stories quickly connected with viewers, leading to strong ratings success and a consistently growing audience nationwide. The show was also named as one of the “10 Best Shows of 2025” by Entertainment Weekly! This enthusiastic support led to more exciting news: Beyond the Gates has been renewed for a second season, which is already well underway! If you haven't yet immersed yourself in the fascinating world of the Duprees, now is an excellent time to catch up on the latest developments.

Beyond the Gates airs weekdays on CBS at 2 PM ET and streams on Paramount+.

Adding to this monumental first year, we are thrilled that Beyond the Gates won the fan-driven Essie's Choice Award at the 2026 Essence Black Women in Hollywood Awards! The annual event brings together iconic industry figures and rising talent whose careers exemplify both creative and leadership impact in entertainment. The show was also nominated for two acclaimed NAACP Image Award nominations! The NAACP Image Awards are a premier celebration of outstanding achievements and performances of people of color in the arts and other industries. Beyond the Gates received nominations for Outstanding Drama Series and Outstanding Hair Styling.

To earn multiple award nominations and win in its inaugural year is a testament to the show's exceptional quality, powerful narratives, and the outstanding performances of its talented and dedicated cast and crew. These honors also highlight the show’s already profound cultural impact and its groundbreaking role in television today.

Connecting with Creators and Community

In addition to Beyond the Gates’ Image Awards nominations, P&G was a leading sponsor of the 57th NAACP Image Awards, which was broadcast live on BET and CBS on February 28, 2026. The show highlighted how P&G partners with visionary creators to amplify new voices and untold stories that widen the screen, ensuring authentic representation across every platform that reaches consumers. We also support the next generation of creators through our HBCYOU Program, an ecosystem that uplifts future leaders and innovators, continuing our steadfast support of HBCUs.

To celebrate Beyond the Gates and the creators who reach the communities we serve, we hosted a P&G “What Moves You” content studio before the NAACP Creative Honors. This dedicated creators’ space was a feature of awards week, fostering authentic cultural conversations, connecting P&G with leading Black creatives – including stars from the series. The content studio was hosted by media personalities Anisa Breneé and Kenny Burns, two cultural influencers who engaged with nominees and showcased our collaboration with BET and the NAACP, as well as P&G brands like Olay Body and Tide.

A popular feature of the space was the "What Moves You" portrait studio, where over 200 honorees, including members of the Beyond the Gates cast, received professional portraits, with television hosts like Sherri Shepard and influencers such as Scott Evans, as well as Queen Collective director Contessa Gayles, sharing their experiences with large social media communities. The content studio not only celebrated the impact of Beyond the Gates but also showcased P&G's commitment to amplifying new creative voices.

Watch highlights from the Beyond the Gates cast on the blue carpet.

The NAACP Image Awards is available for viewing on demand on Paramount+.

A Fun Look Back at Our Storytelling Legacy!

Beyond the Gates success and our creative partnerships deeply connect with P&G's rich and long-standing legacy in the world of soap operas and our inclusive storytelling roots – a tradition that has entertained, informed, and sparked conversations across generations. This connection extends to many of our beloved household brands. From the fresh scents of Febreze to the sparkling clean of Cascade and the dependable power of Tide, P&G products have been an integral part of the fabric of daily life portrayed in these dramas.

Have you spotted any familiar P&G brands in the beautiful homes or bustling kitchens of Beyond the Gates?

To honor this history and the vibrant new chapter Beyond the Gates represents, we gathered with the cast and director for a fun "Soap Opera Quiz" feature. It's a delightful dive into iconic moments and behind-the-scenes lore from P&G's storied history in the genre. Find out who knows the most!

Reaching All Our Consumers

Beyond the Gates is a shining example of P&G's commitment to Widen The Screen, our expansive content creation, talent development, and partnership platform. Through Widen The Screen and programs like its Queen Collective, we tell more inclusive stories that authentically reflect and engage the billions of consumers we serve worldwide with brand storytelling that represents the rich tapestry of everyday life.

Thank you for being such loyal viewers and the reason why we’ve embarked on this incredible journey. We look forward to many more seasons of engaging drama, nominations and achievements, and dynamic storytelling with Beyond the Gates!

Watch Beyond the Gates weekdays on CBS at 2 PM ET and streaming anytime on Paramount+.

You can also learn more and explore P&G's legacy of superior brand experiences through inclusive consumer connections.

Did you know P&G pioneered the soap opera and even won an Emmy for Lifetime Achievement in soap opera creation?

From radio dramas to captivating daytime television series, P&G and Irna Phillips, known as the “Queen of Soap Operas,” revolutionized advertising by weaving our brands into compelling stories that captivated audiences and built lasting connections. Together, we sparked a cultural phenomenon by bringing entertaining, everyday stories into consumers’ homes — and this innovative spirit continues to drive us today.

Welcoming a New Era of Brand Storytelling

Building on this legacy, P&G Studios is partnering with CBS Studios and NAACP Ventures to introduce the next generation of soap operas with Beyond the Gates, the first American daytime soap opera to feature a predominantly Black cast since 1989.

Beyond the Gates premiered Monday, February 24, 2025, and airs weekdays on CBS at 2 PM ET and streams on Paramount+!

This groundbreaking series centers around the Dupree family, who navigates the ups and downs of life in the vibrant community of Fairmont Estates. Beyond the Gates explores universal themes that connect with all our consumers, such as family, love and community.

Just like the classic soap operas fans remember, Beyond the Gates is brought to the screen by the everyday P&G brands people know and love, such as Tide, Febreze, Cascade and many more. These brands are part of consumers’ daily lives, and now, they're part of this exciting new story.

Watch P&G historian Shane Meeker as he shares how soap operas weren't just entertainment; they connected our daily use products to more audiences in a new and exciting way!

Connecting More Consumers to Our Brands

Our commitment to representing and reflecting everyone we serve has been a core part of how our brands leverage the power of storytelling to connect with all audiences.

P&G soap operas have a long history of "firsts," including featuring Cicely Tyson as the first Black actress on daytime television in Guiding Light and James Earl Jones as the first African American man in a recurring role on As the World Turns. Beyond the Gates honors this rich history of storytelling with incredible actors in front of the camera, as well as an inclusive team bringing the series to life behind the scenes, including visionary and award-winning producers, showrunners, costume design royalty and more. This helps widen the screen through powerful and entertaining stories that reach and resonate with all consumers.

Beyond the Gates isn’t just a nod to our legacy; it's our continued commitment to broaden the spectrum of everyday stories that reflect all the people we serve every day.

Learn more and explore P&G's legacy of superior brand experiences through inclusive consumer connections.

And test your knowledge of soap opera history when you watch the cast of Beyond the Gates take the “P&G Invented the Soap Opera” quiz!

Beyond the Gates airs weekdays on CBS at 2 PM ET and streams on Paramount+.