MAC Cosmetics introduces its new We All Wear MAC campaign, bringing together a wide cast of personalities to support the launch of the Studio Radiance Skin Tint Stick. The project follows last year’s I Only Wear MAC campaign and marks the latest work from creative director Nicola Formichetti, who joined the company in 2025.
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Brand ambassador Doja Cat returns for the campaign alongside Aker Ajak, André Lamoglia, Anh Duong, Bach Buquen, ELLA of MEOVV, Masai Russell, Mikiya, Olandria, Rhea Raj, Tini and Violet Chachki.
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Formichetti developed We All Wear MAC around the idea of belonging. The campaign brings different personalities together within a colorful visual world, using individuality as the starting point for a wider focus on community. According to Formichetti, the concept builds on MAC’s long-standing interest in personal expression while bringing its cast together through a shared visual direction.
Music also plays an important role in the campaign film. Björk’s “All Is Full of Love” provides the soundtrack and served as one of Formichetti’s inspirations while developing the project. He used the track to establish an emotional sense of togetherness across the film and accompanying still images.
The new campaign follows I Only Wear MAC, Formichetti’s first project for the brand, which featured Kris Jenner, Gabbriette and Doja Cat and promoted Studio Fix Fluid SPF 15. Built around graphic black-and-white imagery, the campaign drew on MAC’s 1990s visual codes through strong faces and direct compositions.
For We All Wear MAC, he expands that approach through color and a broader sense of community. Vibrant shades replace the previous campaign’s monochrome palette, while the title shifts attention from the individual toward a collective identity. Formichetti describes the new work as an evolution of the confidence and directness established through I Only Wear MAC, now expressed through a more emotional and open visual language.
The campaign also introduces a new product category within MAC’s complexion offering. Studio Radiance Skin Tint Stick arrives as the first skin tint stick in the Studio Fix franchise and comes in 20 shades. MAC developed the formula with 73 percent skin care ingredients, including daikon radish seed and açaí extracts.
