Holly Gehrig is a beauty pageant contestant and the main antagonist of the Smallville comic book story "Beauty".
Holly participated in beauty pageants for years since she was a little girl. Her mother and grandmother were both Miss Smallville making Holly the third of three generations to attempt to win the pageant. She was childhood friends with Lana Lang before she stopped doing pageants. When the meteor shower struck Smallville, Holly was caught in it and was mutated gaining the ability to melt objects with an acidic touch.
In 2002, the Miss Smallville pageant was being held and everyone from Smallville High were volunteering. Lana and Chloe discussed how at one point in time, Lana was a contender in beauty contests, though this was a long time ago. Clark and Pete mill about helping. Pete points out to Clark that he is ogling Lana, but Clark points out to Pete that he is ogling Holly Gehrig. Holly saw Pete and greeted him with a smile. Chloe wanted to interview one of the contestants about the dark side of pageants and when she was speaking to Rachel, her mother, Brenda, showed up and took her away in a snooty huff. Suddenly everyone heard a scream from the dressing room. Going to investigate, the group found Holly, her dress and teddy bear burned, with the words "QUIT NOW" etched into her mirror.
Lana helped Holly up and told Chloe about her family legacy of winning the Miss Smallville pageant. Holly said she wouldn't be doing pageants but she needed the scholarship money. Pete tells Clark he suspects Brenda and Rachel, but Clark doesn't think a beauty pageant would be enough to drive someone to threats. Later Holly sent Brenda a letter telling her that she would be able to find the person behind the pageant sabotage if she met her under the stage. She tricked Brenda, trapping her and Pete by shutting the door on them where they found themselves in a sewer. Chloe did some investigation and told Lana that she found out that Rachel is a chemist. Lana, however, still believed the best in Rachel, and refuses to consider that she was behind the sabotage.
Lana went to Rachel's dressing room, only to find Holly putting her hand through the mirror with an acid touch.