Media mogul and ‘momager’ Kris Jenner has fronted her first campaign with MAC Cosmetics.
The head of the Kardashian family has featured in a series of social media posts promoting the Estée Lauder Companies-owned make-up brand’s Studio Fix Foundation line in shade NC20.
MAC Cosmetics began teasing the collaboration on Instagram and TikTok on 17 September, posting a video with the caption: “This is a case for the FBI”.
Before this, a teaser image campaign with the brand was allegedly leaked to the public, resulting in outrage from Jenner over the situation on social media.
This was reportedly confirmed to be a marketing stunt to promote the collaboration.
“With ‘I Only Wear MAC’, I wanted to create images that were pure and timeless,” said Nicola Formichetti, Global Creative Director for MAC Cosmetics.
“This cast represents the diversity of the MAC community, all dressed in nothing but MAC foundation.
“In a world that is very divided, MAC is going back to its roots – all ages, all races, all genders – all coming together in sweet harmony.”
It follows MAC Cosmetics reimagining the Studio Fix Powder Plus Foundation, one of its most iconic products, after more than 30 years.
First launched in 1992, the beloved formula was completely reformulated, repackaged and, according to MAC Cosmetics, “re-engineered” for the next generation of beauty consumers.
Beauty businesses have been increasingly tapping Gen X celebrities and actors this year.
Lancôme recently enlisted entrepreneur and television personality Martha Stewart to promote its latest fragrance launch, La Vie est Belle Vanille Nude, in August.
Sex and The City star Kim Cattrall, meanwhile, fronted Charlotte Tilbury’s Pillow Talk Beauty Soulmates campaign, promoting a limited edition collection at the time.
L’Oréal Paris also scooped Sex Education actress Gillian Anderson as its global ambassador in February 2025.
Estée Lauder has also brought back a familiar face from its early nineties campaign, Paulina Porizkova.
The 59-year-old model, actor and activist was a spokesmodel for the luxury beauty brand from 1988 to 1995 as the face of some of Lauder’s “most celebrated” campaigns.