M.A.C wants to bring the “Future Forward.” After working with megastars like Rihanna, Mariah Carey, and Lady Gaga over the years, the cosmetics brand has announced a new campaign starring Tinashe, DeJ Loaf, Halsey, and Lion Babe’s Jillian Hervey.
“It feels like a great thing to be able to support artists who are breaking through but aren’t necessarily at the top top, to push them forward,” James Gager, M.A.C’s Senior Vice President and Group Creative Director, told Billboard.
The company aims to tie their product to each artist’s work. For example, Tinashe’s “Times Nine Palette” eye-shadow, priced at $32 and available March 17, uses her song titles for each shade.
“I was really intrigued by the chance to bring my creative vision to this,” said the “2 On” singer. “I got to design the packaging, pick out the colors and create something that I felt like I would use.”
“Future Forward” also allows the buzz-worthy singers to step into a new arena, according to DeJ Loaf, whose $15 lipglass is due April 14.
“Music was just a stepping stone for me, I want to get into other things outside of music…creative things,” she said. “This first step [with M.A.C] is a big first step.”
Elsewhere in the line, Hervey’s Lion Babe Liquidlast Liner, $21, is slated to drop April 28, while Halsey’s lipstick, priced at $17, is due March 31.