MAC Cosmetics launches ‘We All Wear MAC’

MAC Cosmetics has launched a new campaign called ‘We All Wear MAC’ with a star-studded cast to celebrate the release of two new complexion products. The campaign highlights the brand’s shift toward ‘effortless, authentic skin’ and features a diverse group of cultural tastemakers from music, sport, fashion, reality TV, content creation, screen and stage.

Global Creative Director Nicola Formichetti collaborated with photographer Zhong Ling to develop the campaign visuals. Formichetti described the initiative as a celebration of togetherness and a tribute to MAC’s global community, emphasizing that the makeup should feel effortless and allow individuality to shine through.

The campaign includes 12 global stars: singer and rapper Doja Cat, South Korean-American singer Ella Gross of MEOVV, Argentine pop artist Tini, Indian-American singer-songwriter Rhea Raj, Brazilian actor André Lamoglia, Olympic gold medalist hurdler Masai Russell, Japanese model and creator Mikiya, French creator Bách Buquen, South Sudanese model Aker Akway, Japanese model actress and television personality Ahn Mika, Love Island USA breakout star Olandria Carthen, and drag performer Violet Chachki.

MAC’s new Studio Radiance Skin Tint Stick offers sheer, buildable coverage and hydration in a hybrid format, claiming up to 24 hours of wear time. It is available in 20 shades and formulated with 73% skin care ingredients. Director of Makeup Artistry Terry Berber said the product draws inspiration from the early 1990s, when skin was minimally dressed but super-polished, resulting in an easy-to-achieve natural finish that is neither overly radiant nor matte.

The Studio Radiance Serum-Powered Cushion Foundation is also part of the launch, though specific details about its formulation or shades were not included in the source. Both products are launching in APAC and China only.

The source also mentions that tickets are now available for the 25th anniversary of the Pure Beauty Awards, scheduled for 15 October 2026 at the Grosvenor House Hotel in London, UK. This information is included as related content but is not part of the MAC campaign details.

MAC Cosmetics is owned by the Estée Lauder Companies, which is referenced in the campaign’s description of its strategic focus on authentic skin beauty.

The campaign is rolling out globally, aiming to reflect MAC’s inclusive beauty philosophy through real-life personalities whose personal styles and routines are highlighted as uniquely their own.