Behind MAC Cosmetics’ New ‘We All Wear MAC’ Campaign and Skin Tint Launch

MAC Cosmetics is back at it again with a star-studded foundation campaign.

One year after the brand's viral "I Only Wear MAC" campaign — which was the first by creative director Nicola Formichetti after he joined the company in 2025, and featured celebrities from Kris Jenner to Gabbriette — the brand is unveiling an ultra-colorful "We All Wear MAC" campaign to promote its Studio Radiance Skin Tint Stick launch.

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"For me, 'We All Wear MAC' is about belonging," said Formichetti, who tapped brand ambassador Doja Cat as a returning talent for the campaign, as well as new faces including influencers Olandria Carthen and Bach Buquen; Olympic gold medalist and track athlete Masai Russell; Argentine singer Tini; drag queen Violet Chachki, and more.

"We have always celebrated individuality and this campaign evolves that idea by bringing all these individuals together in a way that feels beautiful, positive and full of color," continued Formichetti.

The campaign film is set to Björk's "All Is Full of Love," which was a source of inspiration for Formichetti in establishing an emotional undercurrent of togetherness for the film and still imagery.

While "I Only Wear MAC" was in black and white and promoted the brand's Studio Fix Fluid SPF 15, "We All Wear MAC" features vibrant hues across the color spectrum and highlights the newest addition to MAC's Studio Fix franchise: an inaugural Skin Tint Stick.

"[For 'I Only Wear MAC'] I wanted to…reconnect with the essential codes of MAC: The graphic black-and-white aesthetic of the '90s, strong faces, pure imagery and no distraction," said Formichetti. "One year later, 'We All Wear MAC' is the natural evolution. We kept the confidence and directness of the first campaign, but moved from 'I' to 'we' — from individual identity to love, community and collective belonging. The first campaign re-established our elevated visual language; this one expands that world into something more colorful, emotional and open."

Coming in 20 shades, the skin tint is priced at $38 and features a 73 percent skin care formula with ingredients including daikon radish seed and açaí extracts.

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