In February 2020, Roberts won the first series of ITV's The Masked Singer UK, masked as Queen Bee and in 2021, Roberts returned in the final of the second series as a guest judge. She later returned in the third series final in 2022 to perform a duet masked as Queen Bee with Markus Feehily masked as Robobunny.

Queen Bee was revealed to be Nicola Roberts after Joel Dommett announced that she had won the show. Roberts’ name had been included in a number of guesses made by the panel and viewers throughout the competition. As the panel praised Roberts’ voice, the singer shared: “Literally last time I sang like this must’ve been Popstars: The Rivals.