Ulta Beauty teams with D.C. Studios in omnichannel ‘Supergirl’ promo
The nation’s largest beauty retailer will run a promotional campaign tied into the upcoming ‘Supergirl’ film across digital and physical channels.
Ulta Beauty is entering an exclusive omnichannel partnership with the D.C. Studios feature film “Supergirl,” coming to theaters on June 26, 2026, from Warner Bros. Pictures. The integrated campaign features actress Milly Alcock, starring in the film in the dual role of Supergirl/Kara Zor-El and includes a custom promotional spot running on social media, streaming, linear TV, and cinema running through mid-July.
In addition, the promotion offers an exclusive digital buying guide featuring products including a multi-branded beauty collection centered around three looks inspired by “Supergirl.” Customers will also be able to purchase limited-edition animated “Supergirl” x Ulta Beauty digital gift cards exclusively at Ulta.com.
In-store activations
Starting June 7, 2026, all Ulta Beauty store locations will feature dedicated retail displays organized by the three “Supergirl”-inspired beauty looks – “Power Glam,” “Grunge Romance” and “Iconic Shimmer,” highlighting an assortment of products from Ulta Beauty Collection, Joico, Sol de Janeiro, and OPI. Customers who spend at least $30 on Joico products in-store will also receive a free limited-edition Joico x “Supergirl” cosmetic bag.
Immersive large-scale window vinyls designed by “Supergirl: Woman of Tomorrow” comic book artist Bilquis Evely will be installed at five Ulta Beauty locations in New York City (Herald Square), Dallas (Inwood Village/Lovers Lane), Los Angeles (Westwood, Santa Monica), and Chicago (Michigan Avenue). In addition, 12 Ulta Beauty stores across New York City (Chelsea) and Mexico will showcase digital “Supergirl”-inspired experiences.
And June 22, 2026, in celebration of the “Supergirl” world premiere, Ulta Beauty will host local events in New York City (Chelsea), Los Angeles (Empire Center Burbank), Dallas (The Shops at Park Lane), and Chicago (Michigan Avenue) featuring glam touch-up stations with Ulta Beauty Artist Collective makeup artists, as well as brand partner activations from Joico.
“Our partnership with “Supergirl” connects Ulta Beauty to one of this year's biggest cultural moments, while empowering our guests to express themselves boldly through beauty,” said Kelly Mahoney, chief marketing officer of Ulta Beauty. “This summer, we're showing up in-store, on-screen, and through in-person events in a way that's unmistakably Ulta Beauty – bringing together brands across our unparalleled assortment to inspire our guests to create their own version of Krypton’s rebel girl beauty.”
In another female-centered media partnership, Ulta Beauty served as the official beauty and retail partner of pop superstar Beyoncé’s "Cowboy Carter Tour" in spring 2025. The collaboration included the exclusive launch of Beyoncé’s Cecred hair care line, as well as exclusive access to Cowboy Carter Tour-inspired beauty looks, curated product assortments, immersive experiences, and Beyoncé’s beauty brands.
[READ MORE: Ulta Beauty partners with Beyoncé's 'Cowboy Carter' tour]
"Supergirl’s story is all about rewriting the rules, discovering who you are, and owning it unapologetically. I love that Ulta Beauty gives everyone the freedom to experiment, embrace their most authentic self, and unleash their inner rebel,” said Milly Alcock. “I’m so excited to team up for this campaign because I hope we can empower everyone everywhere to rock their look and find their power all summer long.”
Founded in 1990, Ulta Beauty is the largest specialty beauty retailer in the U.S. and operates more than 1,500 stores across the U.S. and is also expanding its presence internationally through its subsidiary, Space NK, a luxury beauty retailer operating in the U.K. and Ireland, its joint venture in Mexico, and its franchise in the Middle East.
