BeautyMarketing

MAC Pairs ‘We All Wear MAC’ Campaign With a $38 Skin Tint Stick

MAC’s global campaign connects celebrity and creator visibility with a sheer-coverage complexion product in 20 shades.

Published: Sep 5, 2026 2:35 AM

By Ifrah Nadeem

BeautyMarketing

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BeautyMarketing

MAC Pairs ‘We All Wear MAC’ Campaign With a $38 Skin Tint Stick

Source: MAC Cosmetics / LinkedIn.

MAC Cosmetics is pairing its new We All Wear MAC campaign with the debut of Studio Radiance Skin Tint Stick, linking a global talent lineup to a specific complexion launch. The campaign announcement names Doja Cat, Tini, Olandria Carthen, Bách Buquen and Ella Gross among the cast.

Global Creative Director Nicola Formichetti developed the campaign with photographer Zhong Lin. Its focus on individual expressions of skin radiance gives the brand a common message across a varied cast, while the product provides a direct next step for shoppers.

A Product Behind the Campaign MAC’s US product page lists the 8-gram stick at $38 and describes a range of 20 shades. The brand positions it as a serum-skin tint hybrid with sheer, buildable coverage and a radiant finish. The portable format is central to the proposition.

A stick can be applied directly and blended, making the demonstration of use an important part of the retail story. The creative campaign can introduce the idea, while product pages and store teams need to explain shade selection, coverage and application.

From Attention to a Complexion Purchase The launch gives MAC a way to connect high-visibility talent with a lighter-coverage complexion offer. That is a merchandising choice as well as a marketing one: the newness is not only who appears in the imagery, but which product the attention is intended to support…

MAC Cosmetics: global campaign and skin-tint debut — source photograph 2

MAC Cosmetics: global campaign and skin-tint debut — source photograph 3

MAC Cosmetics: global campaign and skin-tint debut — source photograph 4

MAC Cosmetics: global campaign and skin-tint debut — source photograph 5

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