Urban Decay Taps Viral Horror Star M3gan for New Product Partnership
Watch out; there's a killer Urban Decay partnership on the loose.
Ahead of the highly anticipated release of 'M3gan 2.0' on Friday, the affordable makeup brand launched a chilling collaboration with Universal Pictures and the film's beloved, blond-haired murderess: M3gan. The AI doll, who went viral back in 2023 when the original movie dropped, was tapped to promote Urban Decay's All Nighter Setting Spray, a smudge-proof and transfer-resistant formula that locks in makeup for up to 16 hours.
More from WWD
Billie Partners With Charli XCX-beloved Accessories Company Ian Charms to Release Bush Positive Swimwear
Lana Del Rey Channels Retro Glam with '60s-inspired BumpIt Hairstyle at Her Concert in Wales
All the Beauty Retail Expansions of 2025
'We're thrilled to be partnering with Universal Pictures on 'M3gan 2.0.' The unique and unapologetic nature of M3gan aligns perfectly with Urban Decay's DNA, and we're excited to bring this collaboration to life in a way that showcases our iconic products — designed for you to stay flawless, no matter what chaos unfolds,' said Fernando Febres, head of U.S. marketing for Urban Decay.
In a 30-second clip on YouTube, M3gan is seen sitting calmly on set, with her demonic blue eyes and innocent voice. 'Being me isn't easy. Not only do I have to save the world, I have to look this good doing it. Thankfully, I have my Urban Decay Setting Spray for a look that stays and slays,' the doll says.
This partnership will include an in-person activation on Wednesday in Los Angeles, influencer partnerships and exclusive Urban Decay glam for actress Jenna Davis at the film premiere.
'M3gan 2.0' is the second installment in the sci-fi film series, which will see the doll reawaken to kill for good this time as a villainous weapon called Amelia threatens the future of the human race.
Launched in 1996, Urban Decay was designed to be a mechanism for self-expression, with the punk and Gothic customer in mind. No surprise, the beauty brand's heyday was the 2010s, bolstered by the launch of its auspicious Naked Palette collection, which amassed over $1 billion in sales until it was discontinued in 2018. A little over a year ago, Urban Decay re-released the original Naked eye shadow palette, comprised of shimmery earth tones and misty gray hues.
Urban Decay also joined forces with WNBA star Cameron Brink in 2024 for a multiyear partnership. As the official sponsor of the Los Angeles Sparks, Brink's team's partnership wasn't a total surprise. 'Partnering with Urban Decay is incredibly important to me because it represents more than just beauty — it's about investing in authenticity,' Brink said in a statement. 'Their commitment to individuality and originality aligns perfectly with my values, inspiring consumers to embrace their uniqueness.'
Best of WWD
ColourPop x Lilo & Stitch Collaborate on Mischievous Island Adventures Collection in New Campaign [PHOTOS]
Lunar New Year Collections to Know: Details on Fashion, Jewelry and More Brands Embracing the Year of the Snake
Valentine's Day Collections to Know: Details on Fashion, Makeup, Jewelry and More Brands Giving Products a Touch of Love, Live Updates
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Forbes
11 hours ago
- Forbes
‘M3GAN 2.0' Reviews: Is AI Robot Sequel Programmed For Success?
M3GAN (Amie Donald, voiced by Jenna Davis) in "M3GAN 2.0." M3GAN 2.0 — the sequel to the 2022 horror hit starring Allison Williams — is new in theaters this week. Read on to find out what critics have to say about the movie. Directed by M3GAN filmmaker Gerard Johnstone, M3GAN 2.0 plays in Thursday previews before opening in theaters nationwide on Friday. The official summary for M3GAN 2.0 reads, 'Two years after M3GAN, a marvel of artificial intelligence, went rogue and embarked on a murderous (and impeccably choreographed) rampage and was subsequently destroyed, M3GAN's creator Gemma (Williams) has become a high-profile author and advocate for government oversight of A.I. "Meanwhile, Gemma's niece Cady (Violet McGraw), now 14, has become a teenager, rebelling against Gemma's overprotective rules. Unbeknownst to them, the underlying tech for M3GAN has been stolen and misused by a powerful defense contractor to create a military-grade weapon known as Amelia (Ivanna Sakhno), the ultimate killer infiltration spy. "But as Amelia's self-awareness increases, she becomes decidedly less interested in taking orders from humans. Or in keeping them around. With the future of human existence on the line, Gemma realizes that the only option is to resurrect M3GAN (Amie Donald, voiced by Jenna Davis) and give her a few upgrades, making her faster, stronger, and more lethal. As their paths collide, the original AI icon is about to meet her match.' M3GAN 2.0 also stars Brian Jordan Alvarez and Jen Van Epps, who return from the 2022 film as Gemma's tech team members Cole and Tess. New to the cast for the sequel are Aristotle Athari, Timm Sharp and Jemaine Clement. The review embargo for M3GAN 2.0 was lifted on Wednesday. As of the publication of this article, the film has earned a 62% 'fresh' rating from Rotten Tomatoes critics based on 61 reviews. RT's Critics Consensus and Popcornmeter score from verified user ratings is still pending. What Do Individual Critics Have To Say About 'M3GAN 2.0'? John Nugent of Empire Magazine is among the top critics on Rotten Tomatoes who gave M3GAN 2.0, writing, 'M3GAN 2.0 is more absurd, self-aware silliness: a riot of timely tech paranoia, with almost no horror but a ton of successful comedy. Slay, queen!' Robbie Colin of the Daily Telegraph (UK) also got a charge out of M3GAN 2.0, writing on RT, 'This uproarious (if not especially scary) sequel has the measure of the task at hand's silliness, and leans into it with infectious glee.' The film also received a 'fresh' rating on RT from Clarissa Loughrey of the Independent (UK), who writes, 'M3GAN 2.0 is, admittedly, a pretty bizarre conflagration of tones and ideas. But so were most of the Child's Play films ... and the rollercoaster effect of never quite knowing what genre [Gerard] Johnstone might pull from next is a key part of the fun.' On the flip side, David Fear of Rolling Stone gives M3GAN 2.0 a 'rotten' review on RT, writing, 'Her model is 2.0. The overbaked, underwhelming, narratively restless movie itself is 0.0 percent watchable.' David Rooney of The Hollywood Reporter also gives M3GAN 2.0 a 'rotten' review on RT, writing in his summary, 'A convoluted mishmash with shades of Terminator 2: Judgment Day, Mission: Impossible and the Austin Powers franchise. There are amusing moments reminiscent of the original, but in terms of tone and coherence, the movie loses its way.' Alison Foreman of IndieWire isn't a fan of M3GAN 2.0, either, writing in his 'rotten' review on RT, 'M3GAN's greatest asset was never her heart, but her lack of one. It's somewhat baffling, then, that she is easily the most likable character in a lineup of algorithmically hateable humans.' Rated PG-13, M3GAN 2.0 plays in Thursday previews before opening in theaters nationwide on Friday.
Yahoo
11 hours ago
- Yahoo
Daisy Campbell lands Casualty role after Emmerdale axing
Daisy Campbell has joined the cast of Casualty. The 21-year-old actress was axed from her role as Amelia Spencer on the ITV soap Emmerdale in 2024 after 13 years on the show but will return to the small screen in an episode of the BBC's medical serial on Saturday (28.06.25). Daisy will play the guest character of Georgina Birch in the programme but details about her alter ego and plot are being kept under wraps until the episode airs this weekend. The actress was axed from Emmerdale after Amelia was left without any family connections in the village and she admits that she didn't depart the show by choice. Daisy, who was just seven years old when she was cast in the programme, told the Daily Mirror newspaper: "It wasn't my choice to leave Emmerdale and it was a shock at first. "Being in Emmerdale is all I have ever known. "I've spent the whole of my childhood growing up in the soap and it felt daunting." Campbell found it emotional filming her final scenes on Emmerdale but admits that she felt "at peace" once her exit played out last December. She told "It was so sad, I was dreading those last two weeks because I hate crying in front of people if it's not for a scene. It was really, really emotional. "[In] my second week [of filming] I felt like I had the first week to grieve and in my second week I was like, 'Okay I need to go now'... "[It was] a whirlwind of emotions, it can be kind of exhausting because one minute you're up and one minute you're down but I feel better now, I feel at peace." Emmerdale bosses explained to Daisy that they had run out of storylines for her character and she "totally" understood their reasoning. She said: "Once they [the producers] explained, I totally got it. "There is nowhere to take Amelia and I understand that. "I feel incredibly lucky to have been in the soap for 13 years and to have been handed so many opportunities at such a young age."
San Francisco Chronicle
12 hours ago
- San Francisco Chronicle
Review: ‘M3gan 2.0' is clever about AI, but its tired plot wastes a smart premise
The least that can be said for 'M3GAN 2.0' is that it concerns itself with real things. Though it's more or less a comedy — as well as a cyber thriller and an action film — it's grounded in something serious: the threat posed by artificial intelligence. The movie doesn't sugarcoat the situation. It stipulates that every technological advance since the beginning of time has been used for military purposes and then postulates what would happen when AI gets more advanced and more weaponized. It also reminds us, in vivid terms, of what we already know — that we, as a species, are 'catastrophically unprepared' for this and that capitalism won't save us. Indeed, this time the profit motive may be leading all of us off the proverbial cliff. Further, almost in passing, it shows some of the dangerous seductions of AI such as a disabled man who can suddenly walk or a tech billionaire who becomes more productive thanks to a chip in his brain. Ever since the industrial revolution, every generation has needlessly worried that, in the future, technology will fundamentally change what it means to be human. But it's hard not to see how that concern will be proved valid, once people start lining up to become cyborgs. So all this is to say that 'M3GAN 2.0' is too smart and on target to be dismissed, and it's even more worthy of respect because it offers no obvious solution. It imagines a very-near future in which all the choices will be bad. (It would be interesting to see how this film is regarded in 50 years, assuming the AI overlords allow people to see it.) But as a movie? As a work of entertainment? Eh, it's OK. It has a good opening, and then falls off. It never completely falls apart, but it's a close call. Think 'Terminator 2: Judgment Day' meets the 'Venom' series. In the first film, 'M3GAN,' the eponymous AI doll was the menace. But this time, as in the second 'Terminator,' the former villain is now fighting on the side of humanity. The current threat is Amelia (Ivanna Sakhno), an advanced AI machine that was developed by the U.S. military. Amelia has gone rogue, and her goal is to find her way to a motherlode of AI knowledge. Once she gets plugged into that, she will have the ability to destroy the world. Have you already guessed where this is going? You have a rampaging, humanoid evil AI entity, and nothing can stop it, except for — maybe, if we're lucky — another rampaging, humanoid AI entity, working for the side of good. This is essentially the story of 'Venom: Let There Be Carnage' and about a dozen other superhero movies, with a climax involving two non-human entities battling it out for the future of the universe. It's ironic that a movie so adventurous in its thinking should prove so imitative and pedestrian in its plotting, but that's what we have in 'M3GAN 2.0.' Still, it has the benefit of being funny, although it gradually loses most of its humor in the second half. There are sight gags, wisecracks and unexpected pop culture allusions. (A reference to the Kate Bush song, 'This Woman's Work,' is particularly funny.) It's a weird combination. 'M3GAN 2.0' leaves you bored, but also leaves you thinking.
