M·A·C AND DOJA CAT LAUNCH NEW LIPSTICK LINE

M·A·C

Summary:

• M·A·C releases three new lipstick formulas under the 'I Only Wear M·A·C Lipstick' campaign
• Products include a hazy matte lipstick, a lip and cheek mousse, and a silky matte lipstick
• First campaign led by new Global Creative Director Nicola Formichetti

M·A·C Cosmetics expands its Powder Kiss collection with three new products. The company positions these releases as tools for personal expression. Doja Cat fronts the 'I Only Wear M·A·C Lipstick' campaign.

The Powder Kiss line adds two formulas to its existing range. Both products aim to deliver matte finishes through different approaches. The first product, Powder Kiss Hazy Matte Lipstick, offers a diffused finish in one application. The formula weighs less than traditional lipsticks. The texture mimics powder and provides instant hydration. Users get a soft, blurred effect without additional blending.

M·A·C also introduces the Powder Kiss Lip + Cheek Mousse. This liquid foam formula works on both lips and cheeks. The product creates monochromatic looks across the face. On lips, the mousse delivers 10 hours of moisture. On cheeks, the product provides a sheer, blended wash of color. The dual function aligns with current beauty trends favoring multi-use products.

The third release, M·A·Cximal Silky Matte Lipstick, takes a different direction. These lipsticks feature high pigment loads. The formula provides eight hours of hydration. The color lasts for 12 hours without reapplication. The finish stays matte while maintaining comfort on the lips.

The campaign marks a shift for M·A·C. Nicola Formichetti takes the lead as Global Creative Director. This campaign represents his first major project in the role. Formichetti brings his background in fashion and editorial work to the cosmetics brand.

The collection targets users who view makeup as a form of communication. M·A·C frames lipstick as more than a beauty product. The company presents color as a way to convey mood and identity. The range offers options for different preferences. Some users prefer subtle, blurred color. Others choose bold, saturated tones.

Each formula addresses specific needs. The Hazy Matte Lipstick suits those who want a soft focus effect. The Lip + Cheek Mousse serves people who want efficiency in their routine. The M·A·Cximal Silky Matte works for users who need long wear and full coverage.

The Powder Kiss collection started as a single product line. The brand now extends the concept across multiple textures and uses. The original Powder Kiss lipstick gained attention for its lightweight feel. The new additions build on this foundation while introducing different application methods.

M·A·C positions the launch within broader beauty movements. Monochromatic makeup has grown in popularity. Products work across multiple areas of the face. This reduces the number of items people need. The approach also simplifies application for those with less experience.

The campaign highlights viral lip trends. Social media drives much of current makeup innovation. Users share techniques and looks online. Brands respond by creating products suited to these methods. M·A·C acknowledges this relationship between digital culture and product development.

Formichetti's appointment signals a new direction for the brand. His work spans music, fashion, and visual arts. The collaboration with Doja Cat fits this cross-disciplinary approach. The artist has influence in both music and beauty spaces.

The three products launch together as a cohesive range. Prices and availability vary by region. M·A·C sells through its own stores, counters in department stores, and online channels. The brand maintains a presence in over 90 countries.