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MAC Cosmetics just launched a campaign that looks nothing like the polished, done up beauty ads we are used to seeing. According to reporting on the launch, the brand’s new We All Wear MAC campaign is built around effortless, authentic skin instead, and it is quickly becoming one of the most talked about beauty moments of the year.
Meet the Cast Behind the Campaign
The campaign brought together 12 global stars spanning music, sport, fashion, reality television, content creation, screen, and stage. Brand ambassador Doja Cat returns alongside Love Island USA breakout star Olandria Carthen, Olympic gold medalist hurdler Masai Russell, singer Rhea Raj, Argentine pop artist Tini, and drag performer Violet Chachki, among several other international names.
The Products Driving the Launch
The campaign supports the launch of two new complexion products: the Studio Radiance Skin Tint Stick and the Studio Radiance Serum-Powered Cushion Foundation, with the cushion foundation launching specifically in the APAC and China markets. The Skin Tint Stick marks the first product of its kind within MAC’s long running Studio Fix franchise, arriving in 20 different shades for a wide range of skin tones.
A Formula Built on Skin Care
Rather than positioning itself purely as makeup, the new Skin Tint Stick was formulated with 73 percent skin care ingredients, including daikon radish seed and açaí extracts. According to reporting from Cosmetics Business, the hybrid formula offers sheer, buildable coverage along with hydration, and claims to deliver up to 24 hours of wear time without needing much touch up throughout the day.
The Vision Behind the Campaign
Global Creative Director Nicola Formichetti, who joined MAC in 2025, developed We All Wear MAC around the concept of belonging. “‘We All Wear MAC’ is a celebration of togetherness, a tribute to the incredible global community we are so proud to be part of,” Formichetti said. He added that the makeup was designed to feel effortless, letting each cast member’s individuality shine through rather than covering it up.
The Soundtrack That Set the Mood
Music played a meaningful role in shaping the campaign’s emotional tone. Björk’s “All Is Full of Love” provides the soundtrack for the campaign film and served as one of Formichetti’s key inspirations while developing the project. He used the track specifically to establish a sense of togetherness that carries through both the film and the accompanying still photography.
A Callback to the Early 1990s
Terry Berber, MAC’s Director of Makeup Artistry, explained that the new product draws inspiration from the early 1990s, an era when skin was minimally dressed but still super polished. “The result is an easy to achieve, natural skin finish that’s not overly radiant or matte, with no need for layers or overthinking,” Berber said, describing exactly the kind of low effort, high impact look the campaign is built to showcase.
How This Builds on Last Year’s Campaign
We All Wear MAC follows Formichetti’s first project for the brand, last year’s I Only Wear MAC campaign, which starred Kris Jenner, Gabbriette, and Doja Cat and promoted Studio Fix Fluid SPF 15. That earlier campaign leaned on graphic black and white imagery rooted in MAC’s 1990s visual codes. This new campaign expands that foundation through vibrant color, shifting the spotlight from individual confidence toward a broader, collective sense of community.
Why This Campaign Is Striking a Chord
By replacing an intensely polished, one dimensional beauty standard with a diverse cast wearing sheer, skin like coverage, MAC is directly challenging what “flawless” has traditionally meant in cosmetics advertising. The shift toward authentic, effortless skin reflects a broader trend in beauty right now, one that favors visible individuality over a single, narrow standard of perfection that so many past campaigns have leaned on for decades.
A Campaign Built to Make You Feel Included
At its core, We All Wear MAC works because it treats individuality as the whole point rather than something to smooth over. Between the diverse global cast, the skin care forward formula, and Formichetti’s vision of togetherness, the campaign offers a version of flawless skin that actually looks like real skin. It is a shift worth paying attention to, whether or not you ever pick up the product yourself.