Can Wicked’s magic strike twice in the beauty industry?
Opinion
TikTok is the UK’s fourth-largest beauty retailer. Content creators and the cosmetics industry are bracing themselves for Wicked: For Good, says Siobhan McDade.
The first Wicked film landed when fantasy, shimmer and self-expression were already shaping beauty culture. It didn’t create the aesthetic; it concentrated it.
Emerald eyeshadow, glitter-dusted cheeks and theatrical transformations were already appearing across TikTok before the film arrived in cinemas. Wicked gave that energy a story to belong to.
The timing was ideal.
Beauty was ready for a break from minimalism, and the film’s colourful excess met that appetite perfectly. It was a reminder of how quickly cultural moments spill into beauty conversations when audiences are ready to play. The right story doesn’t just inspire a look; it gives people a reason to express it.
In 2024, the crossover between pop culture and beauty went beyond make-up trends. It became about identity. TikTok turned into the place where audiences didn’t just admire Wicked-inspired looks; they bought them.
In the UK, TikTok is now the fourth largest beauty retailer, with one product sold every second. Trends have moved beyond conversation and into conversion.
That shift helped Wicked become as much of a commercial opportunity as a film moment, showing how entertainment, commerce and self-expression now move in sync.
From sparkle to storytelling
The real takeaway from last year’s beauty moment was connection.
Ariana Grande’s cosmetics brand R.E.M. Beauty showed what happens when cultural relevance and credibility align. After confirming its products were used to create Glinda’s glow, it launched a limited-edition Wicked collection that sold out within days.
Fans weren’t just buying make-up. They were taking part in the story.
That sense of belonging fuelled enthusiasm both online and at the checkout. Everyone wanted to feel a little closer to the fantasy that once defined their teenage years.
Social platforms magnified the excitement. Engagement with Wicked-themed content rose sharply, led by creators who translated cinematic fantasy into everyday beauty. Their interpretations helped people see the story in a new light and brought softness and creativity to what might otherwise have been a fleeting trend.
What began as costume inspiration turned into something more individual. Beauty became a way for people to participate in the story. Even a swipe of green eyeliner before a night out was enough to feel involved.
But will the sequel be a hit at the box office, and in make-up bags again?
The audience has matured and now looks for something deeper. They want to experience the feeling behind Wicked rather than replicate the look. The next phase of Wicked-inspired beauty will come through storytelling that draws on transformation, friendship and belonging.
Creators hold the key
The first film showed how creators could turn enthusiasm into commerce. The sequel will show whether that relationship can strengthen. Beauty marketing now moves at the rhythm of social media, and timing matters as much as tone.
Brands should already be thinking about teaser drops and trailer moments, giving creators space to experiment in real time. Being present at the right moments helps keep audiences engaged as excitement builds.
That flexibility will matter. As attention scatters across platforms, audiences respond to authenticity and warmth more than volume. The creators who shaped ‘Wicked beauty’ the first time will be the ones who can make it resonate again. Campaigns that let them explore the film’s ideas rather than copy its imagery will feel more genuine.
TikTok’s continued growth as a retail platform also plays a significant role. The gap between influence and purchase has almost disappeared. Viewers no longer save looks for later; they buy them instantly. To feel believable, branded content now needs the same spark as organic storytelling.
It also changes how long a trend can live. The moment a creator’s look gains traction, it can sell out products within hours. That pace rewards those who understand timing and storytelling equally. The Wicked sequel gives brands a rare chance to test that balance over months rather than days.
Wicked: For Good’s real opportunity
With Wicked: For Good in cinemas tomorrow, beauty brands will be eager to join the conversation. Success this time will depend on depth rather than speed. The strongest campaigns will capture the emotion that makes Wicked special and use it to build a lasting connection.
That approach calls for creativity built on belonging. A polished campaign can catch attention, but work that reflects how audiences see themselves will stay relevant for longer.
The generation that first embraced Wicked has grown up in a beauty culture and continues to express themselves through it in more personal ways.
The Wicked world might still be green at heart, but its next beauty story will be softer in tone and stronger in connection. It will belong to people who see beauty as a reflection of themselves, not just a product of the moment.
Siobhan McDade is chief publishing officer at Jungle Creations