MAC Cosmetics is adding a dose of heiress energy to its latest Mother’s Day campaign with the introduction of the new “Lipglass Air” Non-Sticky Gloss. Model Amelia Gray stars in the campaign, which plays on the iconic “nepo baby” label with a modern twist. In the ad, she sports a Paris Hilton-inspired tank top reading “Stop Being Sticky,” a playful reference to Hilton’s famous “Stop Being Desperate” shirt, which became a tabloid sensation in the early 2000s. Titled “Born Famous,” the campaign merges nostalgic vibes with a modern edge, reflecting the current cultural fascination with celebrity offsprings while showcasing MAC’s new product.
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The campaign challenges the typical ‘nepo baby’ narrative. Aida Moudachirou-Rebois, SVP and Global General Manager of MAC Cosmetics, explained the direction, stating that the aim was to turn the conversation around “nepo babies” on its head. By centering a high-profile figure like Gray, the brand aims to drive a fresh, bold narrative. “We’ve built a social-first campaign designed to cut through the noise and drive cultural chaos,” Moudachirou-Rebois commented. The juxtaposition of the glossy, high-end product with the playful nod to pop culture results in a campaign that captures attention in the competitive beauty industry.
Joining Gray in the spotlight is her mother, Lisa Rinna, who has also been a longtime fan of MAC. Alongside them are Zaya Wade, daughter of basketball icon Dwayne Wade, and Francesca Scorsese, daughter of renowned director Martin Scorsese. Together, they represent the new wave of celebrity children influencing fashion and beauty, each adding their own touch to the campaign.
The new “Lipglass Air” Non-Sticky Gloss is designed to deliver eight hours of hydration without the usual sticky texture of traditional glosses. The formula is lightweight and buildable, with a range of shades that include names like “Zephyr,” “Snobbish,” and “Aesthetic.” The gloss aims to mimic the appearance of glassy, plumped lips while maintaining a comfortable, non-tacky feel. Retailing for $25 USD, it promises to be a game-changer for those who love the glossy finish but dislike the messiness of traditional formulas.
For Gray, the launch of “Lipglass Air” is a full-circle moment. Growing up in a household where MAC products were a staple, she recalls her childhood surrounded by her mother’s MAC lip glosses. In fact, Rinna’s “Lipglass addiction” was something Gray absorbed from an early age, making this collaboration particularly special. “I can’t be without anything on my lips,” Rinna shared, acknowledging how her affinity for the product has influenced her daughter. Their shared love for the brand makes them ideal partners for the campaign.
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As the two work together once more, Gray and Rinna reflect on the unique dynamic of their relationship. Their collaboration isn’t just about business, it’s about family. For Rinna, working alongside her daughter is a dream come true, while Gray cherishes the opportunity to “do life together” with the woman who raised her.
Rinna has always encouraged her daughter to embrace her natural beauty, and Gray has, in turn, influenced her mother’s approach to makeup. As their careers continue to blossom, the two are grateful for the chance to share both their professional and personal lives. “I’m so blessed that I get to have you. We do it together,” Gray says, reflecting on their collaboration, which brings together beauty, family, and a strong bond over MAC.
