M•A•C Cosmetics is setting the stage for a powerful new chapter with I Only Wear M•A•C—a campaign that strips beauty down to its core: skin, strength, and self-expression. At its center is the brand’s iconic Studio foundations, celebrated for their ability to deliver performance that holds up under any condition.
The campaign also marks the first creative project led by M•A•C’s new Global Creative Director, Nicola Formichetti. Known for his daring approach and eye for boundary-pushing artistry, Formichetti reimagines M•A•C through a sleek black-and-white lens captured by world-renowned photographers Inez & Vinoodh. The result is a series that feels both timeless and contemporary, showcasing skin in its purest form.
Formichetti explains, “With I Only Wear M•A•C, I wanted to create images that were pure and timeless. This cast represents the diversity of the M•A•C community, all dressed in nothing but M•A•C foundation. In a world that is very divided, M•A•C is going back to its roots—All Ages, All Races, All Genders—united in harmony.”
Spotlight on Doja Cat and Gabbriette
At the forefront of the campaign are two cultural powerhouses who embody M•A•C’s bold spirit.
- Doja Cat: Taking on her new role as M•A•C Global Brand Ambassador, the Grammy-winning artist brings her fearless creativity to the campaign. Wearing Studio Fix Fluid SPF 15 in NC20, Doja demonstrates the foundation’s flexibility as she moves with high-energy choreography. Her bold artistry mirrors the formula’s staying power, proving it’s made to move with you.
- Gabbriette: With her darkly glamorous aesthetic, Gabbriette represents the new wave of style icons reshaping culture. In the campaign, she
wears Studio Fix Fluid SPF 15 in C4 while commanding the heat of a kitchen, baking, and decorating a custom M•A•C cake. The result? A striking demonstration of endurance and beauty that thrives even under pressure.
The Extended Cast
Joining Doja Cat and Gabbriette is a remarkable lineup of cultural icons and tastemakers, including Kris Jenner, Bach Buquen, Amar Akway, Kiko Mizuhara, Devyn Garcia, Kristen McMenamy, and Cortisa Star. Together, they reflect the campaign’s message: when your foundation performs at the highest level, it’s the only thing you need to wear.
Foundations That Perform
The I Only Wear M•A•C campaign underscores what has made Studio foundations iconic for decades—high-performance formulas designed to last. With a wide range of shades, finishes, and benefits, each foundation is designed to suit every skin type, tone, and lifestyle.
- Studio Fix Fluid SPF 15: 67 soft matte shades. Oil-controlling, hydrating, 24-hour wear. Waterproof.
- Studio Fix Powder Plus Foundation: 67 blur-matte shades. Shine control for up to 12 hours. Waterproof.
- Studio Radiance Serum-Powered Foundation: 59 radiant shades. 24-hour hydration with 33% skincare ingredients.
“M•A•C Studio has always been about artistry and endurance,” says Aïda Moudachirou-Rebois, SVP and Global General Manager, M•A•C Cosmetics. “This campaign honors our inclusive legacy while showcasing the excellence of high-performance formulas that truly stand the test of time.”
Join the Movement
M•A•C is inviting beauty lovers everywhere to embrace their skin, test the power of Studio foundations, and share their looks with the world. Be part of the conversation at @MACcosmetics using #IOnlyWearMAC.
