Kris Jenner‘s long-anticipated collaboration with MAC Cosmetics has officially arrived, marking a new partnership between the ultra-famous ‘momager’ and one of the world’s leading makeup brands. This week, Jenner made her campaign debut fronting MAC’s Studio Fix Foundation—specifically in shade NC20—through a creative series of social media posts that have set the beauty world abuzz.
Kris Jenner and MAC: A Viral Moment
The collaboration’s social media rollout began on September 17 as MAC Cosmetics teased the campaign on Instagram and TikTok with a video captioned: “This is a case for the FBI.” Jenner’s involvement instantly garnered attention, blurring the line between marketing stunt and genuine celebrity outrage when a teaser image campaign was allegedly leaked ahead of schedule. According to sources, the incident turned out to be a well-planned publicity drive, further elevating the visibility for both Kris Jenner and MAC Cosmetics.
The Message Behind “I Only Wear MAC”
The campaign, titled “I Only Wear MAC”, spotlights Jenner alongside a diverse cast, each “dressed in nothing but MAC foundation.”
Nicola Formichetti, Global Creative Director for MAC Cosmetics, shared, “With ‘I Only Wear MAC’, I wanted to create images that were pure and timeless. This cast represents the diversity of the MAC community, all dressed in nothing but MAC foundation.” Formichetti also added, “In a world that is very divided, MAC is going back to its roots – all ages, all races, all genders – all coming together in sweet harmony.”
Studio Fix Foundations: A Classic Reimagined
Jenner’s campaign arrives on the heels of a major milestone for MAC—more than 30 years since Studio Fix was first launched, the product has now been “completely reformulated, repackaged and, according to MAC Cosmetics, ‘re-engineered’ for the next generation of beauty consumers.” First introduced in 1992, Studio Fix Powder Plus Foundation has built a cult following for its lasting finish and multitasking versatility, making Jenner’s face the perfect ambassador for its reinvention.
Gen X Icons Front Beauty’s Biggest Launches
This partnership also marks a larger trend in beauty marketing: Gen X celebrities and icons have become center stage for prestige and mass brands alike. Earlier this year, Lancôme tapped Martha Stewart to promote La Vie est Belle Vanille Nude in August, while Charlotte Tilbury spotlighted Kim Cattrall for its Pillow Talk Beauty Soulmates campaign. Meanwhile, L’Oréal Paris enlisted Gillian Anderson as its global ambassador in February 2025, and Estée Lauder brought back legendary supermodel Paulina Porizkova, who was the brand’s face from 1988 to 1995.
Why Kris Jenner’s Campaign Matters
By selecting Kris Jenner—one of pop culture’s most recognizable figures—MAC Cosmetics is tapping into intergenerational relevance and the social currency of a star whose influence stretches from Calabasas to red carpets worldwide. In addition to celebrating diversity, the campaign revives MAC’s legacy of star power and gender, race, and age inclusivity.
As Nicola Formichetti makes it clear, the new Studio Fix push is “…pure and timeless…all coming together in sweet harmony.”
Kris Jenner’s Studio Fix debut is set to become a milestone moment not just for MAC Cosmetics or the Kardashian-Jenner fandom, but for the evolution of beauty campaigns at large.
