Wicked: For Good – the follow-up to last year’s theatre-show-turned blockbuster motion picture – is hurtling towards its release date on 21 November – painting the beauty industry with a fresh wave of green and pink in its wake.
The first film, starring singer Ariana Grande as Glinda and actress Cynthia Erivo as Elphaba, became an instant smash hit, grossing an estimated US$750m at the box office worldwide and making it one of the most profitable Broadway musical adaptations ever.
But the buzz before the 2024 film’s release also had a palpable effect on beauty, sparking a wave of Wicked- themed product launches and marketing activations.
The trailer for Wicked: For Good, released on 25 September, has received more than 2.9 million views in just two weeks, highlighting the potential for beauty to restake its claim on the sequel.
Several collaborations from businesses large and small have already been released this year, with brands such as Essie, It Cosmetics and Farmacy Beauty creating new products ahead of the film’s launch.
This also includes Grande’s own beauty brand r.e.m. Beauty and its new Wicked: For Good Makeup Sets, alongside a duo of themed fragrances themed around the main characters, which launched in October 2025.
Brands are preparing to put their chips on the table all over again, but how much of an impact did the original Wicked film actually have on the beauty industry the first time around?
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.