MAC strips down with “I only wear” foundation campaign

MAC Cosmetics has launched a global “I only wear MAC” campaign, spotlighting its Studio Foundation line through visuals of celebrities wearing “nothing but MAC foundation.”

The campaign aims to promote the foundation line’s performance and inclusivity in its wide range of shades. It works by drawing consumer attention to complexion, MAC’s core brand strength.

The initiative builds up to September 27, which the brand is calling MAC Match Day. The global in-store event will take place across over 500 freestanding stores. Consumers can participate in product giveaways, shade-matching activities, masterclasses, and celebrity appearances.

The campaign ties into MAC’s heritage promise “All Ages, All Races, All Genders,” and aims to amplify the brand’s work in complexion innovation.

Models and celebrities are featured in pressure tests, such as sweating, dancing, and exercising, to highlight the products’ durability and versatility.

“[The campaign] captures everything MAC Studio is known for — high-performance formulas that deliver all-day excellence for every skin tone, every moment, every look. I’m excited for fans everywhere to experience the campaign and find their perfect Studio match,” says Aïda Moudachirou-Rebois, SVP and global general manager at MAC Cosmetics.

In her first role as global brand ambassador, musician Doja Cat will front the campaign with Kris Jenner, Gabbriette, Kiko Mizuhara, and Kristen McMenamy, among others.

Product line-up

The campaign showcases MAC’s Studio foundation line. One of the products featured is MAC’s Studio Fix Fluid SPF 15 foundation. The brand says the product is available in 67 shades, provides oil control and hydration, lasts 24 hours, and is waterproof.

MAC’s Match Day event on September 27 spans over 500 freestanding stores globally.Another product shown in the campaign is the Studio Fix Powder Plus Foundation, which is also waterproof and available in 67 shades, but offers 12-hour shine control.

Also featured is MAC’s Studio Radiance Serum-Powered Foundation, which taps into the skinification of makeup trend. It is available in 59 shades and contains 33% skin care ingredients, including a 10% hyaluronic acid solution.

Personal Care Insights reported on Ipsy’s 2025 Beauty Discovery Report earlier this year, which reinforced the skinification shift. The report highlighted that serum-style complexion products are now outpacing traditional foundations as consumers favor makeup with functional benefits, like skin care.

MAC’s selection for the campaign positions the Studio line as a comprehensive complexion system that balances coverage, durability, and skin care benefits.