2010–2019: Parks and Recreation and other roles
In 2010, he appeared in the biography of the Brat Packers called: Brat Pack: Where Are They Now? He also appeared on The Tonight Show with Conan O'Brien. That same year, he partnered with 44 Blue Productions to develop a reality television pilot titled Potomac Fever, intended to follow the lives of young professionals in Washington, D.C. A pilot was commissioned by the E! network, but the series was not picked up for full production and ultimately did not air. In July 2010, it was announced that Lowe would be providing the voice for the superhero Captain Marvel in the animated series Young Justice. It was also announced in July 2010 that Lowe would become a series regular on the series Parks and Recreation. He portrayed Chris Traeger, the relentlessly upbeat city manager of the fictional town of Pawnee, Indiana, for four seasons, before his character was written out of the show in 2014. He was so pleased with the show and his guest appearances on season 2 that he agreed to become a full-fledged cast member. He reprised the role in the 2015 series finale, "One Last Ride", and in the 2020 special episode "A Parks and Recreation Special".
In 2011, Lowe guest starred in a recurring role on Showtime's comedy Californication. Lowe featured as the troubled but in-demand actor Eddie Nero – a character based upon "about ten people," according to Lowe but somewhat contradicted by sources at Showtime itself – employed to portray Hank in a film version of his book, Fucking and Punching. In 2011, Lowe wrote a memoir titled Stories I Only Tell My Friends, which was released in May 2011. During his promotional tour for Stories I Only Tell My Friends, Lowe told Australian radio show The Kyle & Jackie O Show that during his five-day press visit to Australia in 1990, he was so badly affected by the overuse of painkillers that the only two things he remembers from the trip were being at the Sydney Zoo and getting a tattoo, although he states in his book that he does not remember getting the tattoo. In 2014, Lowe wrote a second book titled Love Life, which was released in April that year. He uses stories and observations from his life in a poignant and humorous series of true tales about men and women, art and commerce, fathers and sons, addiction and recovery, and sex and love.
In 2014, Lowe starred in a pilot for the single-camera comedy The Pro as Ben Bertrahm, a former professional tennis player. The pilot was not picked up for series. He also narrated The '90s: The Last Great Decade? on the National Geographic Channel, which aired in July of that year. In 2015, Lowe starred in the satirical thriller Pocket Listing Lowe has been a commercial spokesman for DirecTV since fall 2014. Commercials featuring Lowe contrast him with some alternate, less appealing form of Lowe, who instead has cable. The advertisements were pulled in April 2015 after the National Advertising Division, acting on a complaint by Comcast, found DirecTV's claims about its customer satisfaction, quality, and ranking to be less than truthful. In February 2015, Fox announced they had greenlit a pilot for the comedy The Grinder starring Lowe and Fred Savage, and directed by Jake Kasdan. The series, in which Lowe starred as a washed-up actor starting a new career as a lawyer, was cancelled after one season. In November 2015, Lowe voiced Simba in the television pilot movie The Lion Guard: Return of the Roar. Lowe continued to voice Simba for its subsequent series The Lion Guard. In December 2015, Lowe was honored with a star on the Hollywood Walk of Fame. His star is located in front of the Musso and Frank Grill on Hollywood Boulevard. In 2015, Lowe launched Profile™, a men's skincare product line. The line features a collection of five antiaging products specially formulated for men. It is currently sold at Nordstrom stores and online. The product collection includes a cleanser, a shave gel, an aftershave serum, a moisturizer, and an eye serum in the price range of $24.50 to $59.50. In 2016, Lowe launched a fragrance product line called 18 Amber Wood with the Profile™ brand.
On August 27, 2016, a Comedy Central Roast TV special was recorded and aired on September 5, 2016, with Rob Lowe as the Roastee and David Spade as Roast Master. Amongst the Roasters were Jewel, Nikki Glaser, Ralph Macchio, Pete Davidson, Peyton Manning, Rob Riggle, Jimmy Carr, Ann Coulter and the "Roast Master General" Jeff Ross. On April 21, 2017, KFC released a campaign featuring Lowe as astronaut Colonel Sanders giving a JFK speech spoof/homage about launching the Zinger chicken sandwich into space. Lowe said in a statement that when he was a child, his grandfather took him to meet Harland Sanders. In late autumn 2017, Lowe began a reality series with his two sons, 24-year-old Matthew and 22-year-old Jon Owen, on A&E titled The Lowe Files. With the exception of the hour-long pilot, the series featured 30-minute road trips with the Lowe boys, and occasional TV guest stars known in the field, investigating common urban myths and legends that Rob has loved since he was a young boy and has shared with his boys throughout their growth. Some of the topics being explored are Bigfoot/Sasquatch, the alleged unidentified "submerged" objects that may have a base off the coast from Los Angeles, alien abduction, and ghosts and their direct responses to stimuli. The series debuted on August 2, 2017, and lasted one season. Lowe has said he hadn't planned on more than one season because of scheduling difficulties.
On January 3, 2018, Atkins Nutritionals announced Lowe as a new brand spokesperson. Due to his "low carb lifestyle," Lowe was selected for a series of multimedia ads that were still appearing in 2024. In October 2018, it was announced that Lowe would star in an ITV series, Wild Bill, about an American policeman who moves to Boston, Lincolnshire, with his daughter. While the show was cancelled by ITV after one season, there were hopes it would be picked up by Netflix or Hulu at a future date. Also in 2018, he made his directorial debut with the television film The Bad Seed, a remake of the 1956 film of the same name. On March 19, 2019, Lowe began hosting the Fox competition series Mental Samurai where he also served as a producer. It lasted two seasons.