Ulta Beauty, DC Studios, Warner Bros. Pictures Supergirl tie up powered by digital and in-store activations
Ulta Beauty has announced an exclusive partnership with DC Studios’ feature film, Supergirl, coming to cinemas on 26th June from Warner Bros. Pictures.
The summer long campaign features actress Milly Alcock, starring in the dual role of Supergirl/Kara Zor-El, and celebrates the film's central message of self-discovery and personal empowerment.
“Our partnership with Supergirl connects us to one of this year's biggest cultural moments, while empowering our guests to express themselves boldly through beauty,” says Kelly Mahoney, Chief Marketing Officer at 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.”
The tie up includes a custom promotional campaign spot running on social media, streaming, linear TV, and cinema, along with immersive in-store experiences at select Ulta Beauty retail stores, and an exclusive digital buying guide featuring a lineup of products, including a multi-branded beauty collection centred around three signature beauty looks inspired by Supergirl's journey.
"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,” says 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.”
Starting on 7th June, all Ulta Beauty locations will feature dedicated retail displays organised by the three signature Supergirl inspired beauty looks, highlighting an assortment of products from Ulta Beauty Collection, Joico, Sol de Janeiro, and OPI that help bring the rebel aesthetic to life. Customers who spend at least $30 on Joico products in-store will also receive a free limited edition Joico x Supergirl cosmetic bag.
People can also experience immersive large scale window vinyl’s designed by Supergirl: Woman of Tomorrow comic book artist Bilquis Evely, 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). Additionally, 12 stores across New York City (Chelsea) and Mexico will showcase Supergirl’s graffiti inspired energy through digital experiences.
On 22nd June, 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 for beauty enthusiasts, courtesy of Ulta Beauty Artist Collective makeup artists, along with brand partner activations from Joico and more.
2026 RTIH Innovation Awards
Physical retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
