Pre-launch › Hype acceleration · 12 Aug 2026 · T−100
Stila becomes the official makeup partner
Stila launched a limited collection on its site and Ulta.com, with Ulta stores due from 16 October. Shades are named after characters, and Collins approved names and packaging. Some fans on Instagram compared the tie-in to Capitol consumerism.
Why it matters
Accounts of how it began differ. Stila's CMO says Lionsgate came to the brand at the book launch; another report says the film's makeup designer asked for Stila products.
AnalysisDetails
- Date
- 12 Aug 2026 · T−100
- Phase
- Pre-launch › Hype acceleration
- Category
- Brand partnership
- Markets
- United States, United Kingdom
- Led by
- Partner-led
- Partners
- Stila Cosmetics, Ulta Beauty
- Channels
- E-commerce, Retail, Instagram, TikTok Shop
Sources 3
- Stila Cosmetics Debuts 'Sunrise on the Reaping' Makeup CollectionEntertainment Now · 12 Aug 2026 · entertainmentnow.com · SecondaryVerifies: Collection released 12 August on Stila's site and Ulta.com, Ulta stores from 16 October; Collins approved names and packaging
- Stila Cosmetics paints Panem through The Hunger Games: Sunrise on the Reaping collectionCosmetics Business · cosmeticsbusiness.com · SecondaryVerifies: Stila named Official Make-up Partner; Lionsgate approached Stila when the book launched, before casting (CMO Mary Rodrigues)
- Fans hungry for 'Sunrise on the Reaping'The Post (Ohio University) · thepostathens.com · SecondaryVerifies: Merch line dropped in late June with prices; fan criticism of the Stila tie-in in Instagram comments; Entertainment Weekly cover shoot
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