MAC has tapped “outspoken cultural icons” Martha Stewart, Julia Fox, Tiffany “New York” Pollard, Beabadoobee and Odell Beckham Jr. for its latest campaign titled “I Only Wear MAC.”
Highlighting the brand’s expanding line of nude lipsticks and liners — including revived fan favorite shades — the five stars strip down to model MAC’s versatile range of neutrals.
“We wanted to ignite a conversation that extends far beyond beauty,” said MAC’s global creative director Drew Elliott. “We’re proving that MAC nudes are not just about blending in — they’re about standing out and sparking pop-cultural chaos.”
Julia Fox for MAC Cosmetics.
MAC Cosmetics
The MAC Nudes lineup consists of 20 shades designed to complement every skin tone. From cool-toned beiges to rich chestnuts, lipsticks come in a variety of finishes (silky matte, shiny sheer and sleek satin, to name a few), satisfying every color craving. Rounding out the collection is a new pigment-packed palette of six neutral eye shadows.
With striking “caught in the moment” visuals, MAC’s new campaign highlights the brand’s celebration of bold individuality.
“What I love about this concept is that it celebrates nude shades in a cool and edgy way,” Elliott told WWD via email. “Nude shades are timeless, but what we’re seeing in 2025 is a much more diverse, multifaceted approach to what ‘nude’ means. We really wanted to show that nude isn’t just a neutral — it’s a statement.”
“I Only Wear MAC” celebrates the return of iconic hues like Fleshpot and Acting Natural, along with new daring combinations, adding a personalized, dynamic touch to the traditional nude lip.
At WWD’s L.A. Beauty Forum in 2023, Elliott elaborated on MAC’s culturally relevant branding. One of the company’s key strategies involves keeping up with current makeup trends, some of which are front and center in the Nudes campaign.
Martha Stewart for MAC Cosmetics.
MAC Cosmetics
“One trend that’s been gaining a lot of momentum is this idea of ‘personalized nudes,’” Elliott explained. “Instead of trying to fit a certain mold, people are customizing their nude looks to better suit their personality, their style and their unique complexion. We’re seeing more emphasis on different finishes, too.”
These days, effortless looks have mostly replaced the heavily contoured, high glamour makeup styles of previous years.
“It’s more about enhancing what you already have, and that’s where nudes shine,” Elliott added, referencing Fox’s subtle, yet edgy lip combo featuring the Stone lip pencil, and Beabadoobee’s selection of Signature Move, an ode to Gen Z’s penchant for dewy finishes.
MAC has also tapped into an ongoing obsession with ’90s nostalgia, introducing a new lip liner shade, Cool Spice, a mauve-tinged brown inspired by the decade’s minimalist trends.
Shop the MAC Nudes collection at maccosmetics.com/mac-nudes.
Odell Beckham Jr. for MAC Cosmetics.
MAC Cosmetics
