Beauty Capitalises on Wicked Film Adaptation

Published 14 November 2024

Author

2 min read

Celebrating the first of a two-part feature film adaptation of the Broadway musical Wicked (hitting screens on November 22), beauty brands are launching cosmetics collections based on the immersive world of Oz. We highlight key examples of commercial licensing opportunities capitalising on the first release (part two set for 2025).

US-based beauty brand R.e.m. (founded by American singer/actress Ariana Grande, who stars as Galinda Upland in the movies) dropped a limited-edition make-up collection. Centred on the land of Oz, products include the Ozdust Eyeshadow Palette and Tulip Field Lip Stain.

The former features 12 longwearing and high-impact colours encompassing shade-shifting duo-chromes, rich metallics and velvety mattes based on captivating scenes – from icy blue to playful pink and punchy greens. Meanwhile, character-dedicated sets for Galinda and Elphaba provide everything needed to recreate a full-face look inspired by their contrasting visual aesthetics.
Always quick to jump on blockbuster franchises, British beauty brand Lush is marketing a Wicked-themed self-care collection of 14 shower, bath and body products. For example, the Pink Fizzes Good With Green bathbomb tells a story of two halves, with sparkling green swirls peeking through the pink. And the intricately moulded Emerald City soap pays tribute to the vivid green capital with cinnamon, lime and a deep, warming labdanum resin for a bewitching scent.

r.e.m beauty

Lush

r.e.m beauty

Lush	r.e.m beauty

US nail company OPI developed a polish collection featuring spellbinding crèmes and shimmers inspired by the film. Yellow Brick Road is a bright pearlescent yellow reminiscent of the shimmering path that lights the way to the Emerald City, while Ozmopolitan is an enchanting dark green and bronze with a dimensional pearl finish.
Wicked-inspired skincare comes courtesy of US brand Beekman 1802 with an assortment of hydrating body sprays, blemish patches and bodycare gift sets. The I Look Good in Green Milky Mud Mask plays on velvety colours from the films, while the Defy Gravity Whipped Body Cream uplifts with notes of midnight iris and moonflower. Meanwhile, the Pink Goes Good with Green Moisture Mist for Body is a hydrating bi-phase moisture mist featuring both green and pink hues that combine when shaken.

Opi

Cynthia Erivo with Opi x Wicked nail colours

Opi

Beekman 1802

Opi

Cynthia Erivo with Opi x Wicked nail colours

Opi

Beekman 1802