‘Wicked’ Collabs Are Everywhere—Here’s How the Marketing Magic Happens

There’s something about the Wicked movie that’s just so spellbinding. Whether it’s the tale of two at-odds witches turned besties, the can’t-help-but-sing-along score, or the message of self-acceptance and overcoming adversity that appealed to you, there’s no denying that this movie franchise has viewers locked in.

But the magic doesn’t stop in the theater. It feels like the movie has made its way not only into hearts… but also closets, pantries, vanities, and more, with the lengthy list of brands that have curated their own pink- and green-colored collabs. From bath bombs and face masks to sweat sets and lip glosses, it couldn’t be easier to make Emerald City part of your everyday life. Which leads us to the question, how do these Wicked collaborations come to be?

To spill all of the secrets behind collabs—from first inception to sitting on shelves—we tapped several experts from Ulta, Lush, WetBrush, and Kiss (who each have Wicked collabs of their own). Ahead, they share a glimpse of the collaboration process, along with some behind-the-scenes scoop on which products customers are most drawn to.

How Do ‘Wicked’ Brand Collaborations Come to Fruition?

As far as who starts it (NBC Universal or the brands themselves), it goes both ways. Among the four brands that we tapped here, all of them emphasized the importance of choosing collaborators with a shared vision. “At Kiss, we look for partnerships that bring pop culture to life in a way people can actually wear,” says Kristin Giarrusso, the global marketing director at Kiss. “Sometimes we reach out to tastemakers in fashion, beauty, and entertainment for collaborations. Other times, they reach out to us.” She adds that, “working with NBC Universal and the Wicked team gave us the opportunity to bring the magic of Oz into everyday beauty moments in a way that feels bold, creative, and wearable.”

Meanwhile, Kaitlin Reinhart, the vice president of merchandising at Ulta Beauty, says, “These collaborations start with a shared vision of how we want the partnership to come to life. At Ulta Beauty, our main goal is to celebrate the magic of self-expression and individuality, and for that to be portrayed in every product.” In terms of Wicked in particular, she says that it was clear that after the first movie took off the way that it did, there was no question about moving forward with a partnership for the second.

As for the timeline, many of these collaborations take months to get from ideation to store shelves. The original Wicked movie was released in November 2024, giving brands exactly one year before the second movie hits theaters. And it was the success of the first film, whether they collaborated on the first iteration or not, that pushed brands to gear up for the second movie’s release, which is arguably going to be even bigger than its predecessor. “These collaborations usually take about 9-12 months from concept to launch,” explains Giarrusso, “From design to packaging, it’s a detailed process.”

Choosing the Most Relevant Products

Whether it’s a sparkling new shade that’s only available in the Wicked edition or a product that’s brought out of retirement, the brands agree they like to offer something unique within a collab—beyond just specialty packaging. Not only does this attract new customers, but it also encourages loyal customers to shop the collab, even if they already have most of the products.

This exclusivity can also be enticing to those who may not be huge fans of the core IP, but want to add the limited-edition shades or products to their collection. “We always start with our best-selling, most-loved brushes,” explains Amanda Moskowicz, executive vice president at Beauty by Imagination (Wet Brush). “For Wicked, we took inspiration directly from the film’s visuals and characters, infusing each brush with the story’s energy, colors, and motifs.” Similarly, Giarrusso says that Kiss’s product and design teams were inspired by “the shimmer of Glinda’s world, the moody greens and metallics that evoke Elphaba, even little nods to the Emerald City,” which is apparent in their varying designs of press-on nails and lashes.

Meanwhile, at Lush, inspiration can strike from within. The brand’s Kalem Brinkworth notes that they have a Wicked superfan on their team, who helped bring the collaboration to life. He says that while they’re always prioritizing new launches within collaborations, they’ve noticed the importance of bringing beloved products back, too. “For the first time with a collab launch, we’ve brought back two favourite items from last year’s range (Glinda’s Wand Bubble Bar and Elphaba’s Broomstick Bubble Bar).” These customer faves made their return “alongside a brand new product (All Roads Lead To Oz Soap) as a Lush Club (app) exclusive, providing a unique offering to our own dedicated fan base.”

The Appeal for Consumers

There’s no denying that Wicked is a huge cultural phenomenon, but what makes shoppers want to have an actual piece of Wicked merch? In many cases, people are actually willing to branch out from brands they know and love in the name of getting in on the Wicked magic. I spoke to one shopper who bought Farmacy’s Wicked Clean Kit because she saw an Instagram video of Broadway actress, Mary-Kate Morrissey, using the brand’s Green Clean Makeup Removing Cleansing Balm to remove her Elpheba stage makeup, but had never used the brand before. From a brand perspective, this is a great way to attract new, loyal consumers.

In that instance, there was a first-person element that made her want to shop the collab, but the fact that so many of these partnerships are only available for a limited time is also a driving force. Knowing that these special edition products have a short run encourages consumers to shop while they can, so they don’t miss out.

In terms of this partnership in particular, Reinhart points out, “Wicked is such a culturally resonant story that celebrates individuality, friendship, and personal transformation–themes that deeply align with Ulta Beauty’s mission.

“For many of our guests, these collections are more than products–they’re a way to express excitement for the film and connect with its message in a more personal and tangible way.” Reinhart furthers, “Some guests may see these limited-edition items as collectibles or keepsakes, while others want to wear the looks to the movie or channel their favorite characters.”

And it doesn’t hurt when there’s a special tie in with Glinda, herself. Ulta carries Ariana Grande’s makeup and fragrance brands, which Reinhart says are perfect for creating character-inspired looks. Check out the Ulta-exclusive r.e.m Beauty Elphaba Makeup Set and Glinda Makeup Set, or spray the Ariana Grande Wicked Elphaba Enchanted Eau de Parfum or Glinda Bubbly Pink Eau de Parfum.

Lush is also taking the demand for Wicked experiences beyond product development. Beyond the shoppable Wicked collection, the brand has also dreamed up an immersive Book A Bath experience that’s offered at their Lexington Avenue Lush Spa in NYC. For the second year, in honor of the Wicked movie, you can “escape reality inside this Wicked-themed bathroom for 30 minutes with this self-led immersive bathing experience,” says Brinkworth, who flags that the experience features all-new and updated products for the movie’s second iteration.

So really, it’s all about extending that experience beyond the theater itself. For consumers, a brand collaboration is really like having merch, like owning a piece of the film you can carry with you. It stretches that already magical theater experience into so much more.

‘Wicked’ Collaborations to Shop