- Ulta Beauty and DC Studios have joined forces to celebrate the upcoming Supergirl film, starring Milly Alcock, rolling out three curated makeup looks: Power Glam, Grunge Romance, and Iconic Shimmer, each inspired by the iconic heroine's bold personality.
- The collection spans products from the ULTA Beauty Collection, OPI (including a dedicated "OPI x Supergirl" nail lacquer line), Sol de Janeiro, and Joico, covering lip stains, cream eyeshadow sticks, and protective hair treatments, with virtual try-on available via Ulta's GLAMlab app feature.
- The campaign organizes beauty recommendations into distinct character-inspired "looks," expanding beyond a traditional product launch to position fandom-driven cosmetics as part of a broader entertainment and self-expression retail trend.
- Milly Alcock stars as Kara Zor-El in Supergirl, directed by Craig Gillespie, which hits theaters internationally on June 24, 2026, and opens in North America on June 26, 2026, in theaters and IMAX.
Milly Alcock is the face powering one of the summer’s most high-profile entertainment-beauty crossovers. Ulta Beauty and DC Studios officially announced an exclusive Supergirl-inspired partnership on May 27, 2026, featuring Alcock as the campaign’s lead.
The collaboration brings three curated makeup looks to life: Power Glam, built on bold blue eyeshadow and felt-tip liner; Grunge Romance, a smudged and blurred berry aesthetic; and Iconic Shimmer, a playful, high-shine take on heroic beauty.
Products span the ULTA Beauty Collection, OPI’s dedicated Supergirl nail lacquer line, Sol de Janeiro, and Joico, with shoppers able to virtually try on the looks through Ulta’s GLAMlab feature.
This marks Ulta’s latest major entertainment tie-in, following its 2024 partnership with Universal Pictures for Wicked, which featured brands including OPI and was anchored by Ariana Grande.
The retailer has also leaned into celebrity-aligned launches as the exclusive home of Beyoncé’s Cécred and Shakira’s Isima haircare lines.
This is Alcock’s first known partnership with Ulta Beauty. On the endorsement front, the Australian actress previously fronted Nodaleto’s “Steal The Show” Spring 2023 footwear campaign, an early signal of her crossover appeal beyond screen work.
Much like Austin Butler’s deal fronting YSL Beauty’s MYSLF Intense fragrance which leaned into his cinematic image, this Ulta partnership is built on Alcock’s cultural momentum as a superhero lead.
Similarly, the trend of actors anchoring beauty campaigns tied to their on-screen personas echoes moves like Colby Minifie’s Liquid Death activation as her Ashley Barrett character, where identity and role blur into a single brand moment.
Beyond the film, Alcock also starred alongside Julianne Moore and Meghann Fahy in Netflix’s dark comedy limited series Sirens in 2025, cementing her as one of the most in-demand actresses of her generation heading into Supergirl‘s global release.
Takeaways
This campaign is a textbook example of how studios and beauty retailers are rewriting the entertainment marketing playbook.
Rather than a standard promotional poster or trailer push, DC Studios and Ulta Beauty are giving fans a wearable, shoppable entry point into Kara Zor-El’s world, long before they even buy a ticket.
For Milly Alcock, stepping into a beauty campaign of this scale, weeks before her solo franchise debut, signals that her star power is being positioned well beyond the screen.
It also continues Ulta’s smart strategy of attaching itself to cultural tentpoles, from Wicked to Beyoncé to now Supergirl, as a way to stay at the center of the pop culture conversation.
Does a beauty campaign tied so tightly to a character’s identity risk overshadowing the actress’s own personal brand or does it actually amplify it? Will Ulta Beauty’s pivot toward entertainment-linked launches become its defining marketing strategy going forward?
