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‘I Only Wear MAC’ celebrates ‘immaculate’ skin with MAC’s Studio foundations.
September 29, 2025
By: Lianna Albrizio
MAC Cosmetics is stripping things back with its bold new, “I Only Wear MAC” campaign, celebrating skin at its most immaculate with MAC Studio foundations.
Its cast of generation-spanning cultural icons and tastemakers include Kris Jenner, Gabbriette and MAC’s latest Global Brand Ambassador Doja Cat. What’s more, the brand’s new Global Creative Director Nicola Formichetti brings his edge to a striking black-and-white series shot by legendary photography duo Inez & Vinoodh.
The “I Only Wear MAC” cast is putting their foundations to the test to prove that when a foundation can do it all, it’s all you need to wear, says marketers, from body-bending dance moves to hot and sweaty kitchens, treadmill martini-shaking and more.
I Only Wear MAC unites a genre-defying, generation-spanning cast of cultural forces who put their foundations through the ultimate tests.
From oil control and sweat resistance to 24-hour wear and skincare-powered radiance, MAC Studio delivers high-performance formulas without compromise. Whether consumers prefer a soft-matte finish or a natural glow, these liquid and powder foundations are designed to enhance, correct and adapt across an unmatched spectrum of shades for all skin tones and skin types.
Studio Fix Fluid SPF 15 comes in 67 soft matte shades. It controls oil and hydrates skin for 24-hour wear and is waterproof.
Studio Fix Powder Plus Foundation comes in 67 blur-matte shades with 12-hour oil and shine control and is waterproof.
Studio Radiance Serum-Powered Foundation is available in 59 naturally radiant shades with 24-hour hydration and 33% skincare ingredients.
Watch a segment of the campaign here:
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