M·A·C Launches I Only Wear M·A·C Lipstick Campaign

M·A·C has launched its I Only Wear M·A·C Lipstick campaign, celebrating famous lip looks from around the world while spotlighting new additions to its matte lip portfolio across Powder Kiss and M·A·Cximal.

The campaign supports the rollout of two new Powder Kiss Hazy Matte formulas designed to deliver a softly blurred matte finish, alongside M·A·Cximal Silky Matte shades positioned for a bolder, full coverage statement. Newness also includes Powder Kiss Lip + Cheek Mousse, a multi use liquid mousse created for a monochromatic look across lips and cheeks.

Powder Kiss marks the first lip campaign from M·A·C’s Global Creative Director, Nicola Formichetti, who partnered with photographers Inez and Vinoodh to bring the creative to life. Formichetti said, “Working with Inez and Vinoodh is like bringing in visual architects. Their work lives in that beautiful space between fashion, art and narrative – which is exactly where I like to play.”

M·A·C has cast Ella Gross to represent Powder Kiss Hazy Matte Lipstick in Stay Curious, while Doja Cat fronts the M·A·Cximal Silky Matte Lipstick message in Lady Danger, framing the campaign as two modern matte interpretations that encourage experimentation with texture, finish and artistry.

The new lip launches are available at all M·A·C locations and online at MACcosmetics.co.uk.