MAC Cosmetics has appointed K-pop star ‘Ella’ (aka Ella Gross) Global Ambassador, representing a “fresh expression” for the brand.
The South Korean-American singer and member of girl band MEOVV has entered into a “long-term partnership” with the Estée Lauder Companies-owned make-up brand to front its Powder Kiss formulas franchise.
Ella’s use of make-up as “a medium for transformation, experimentation and storytelling” aligns with MAC Cosmetics’ artistry heritage, which is why she was chosen for the role.
“Ella represents a fresh expression for MAC – an artist who naturally unites different cultures with quiet confidence,” said Nicola Formichetti, MAC Cosmetics Global Creative Director.
“Her unique perspective and calm self-assurance offer a fresh, approachable take on artistry, and serve as a reminder that everyone belongs at MAC.
“Introducing our collaboration through our next-gen Powder Kiss innovations – which offer a softer, more sophisticated take on matte – feels especially fitting, as Ella’s effortless elegance mirrors the softness at the heart of these modern formulas.”
MEOVV is a five-piece South Korean girl group formed and managed by The Black Label, with hits including ‘Burning Up’, ‘Drop Top’, ‘Toxic’ and ‘Body’.
Ella’s first campaign with MAC Cosmetics will debut an expansion to the brand's popular Powder Kiss franchise.
The new additions are Powder Kiss Hazy Matte Lipstick, a softly blurred, hydrating matte lipstick; and Powder Kiss Lip + Cheek Mousse, a multi-use formula designed for a diffused wash of colour on both lips and cheeks.
The global campaign, captured by photography duo Inez & Vinoodh, will launch in early January “in a celebration of modern matte and creative self-expression”.
The UK and Ireland on-counter date is currently set for 8 January.
Ella said joining MAC Cosmetics marks a “personal and creative milestone” for her.
She added: “Growing up between different cultures and creative worlds, MAC was the make-up I practised with, the make-up I wore on stage, and the make-up I kept returning to as I figured out my own style.
“It has always encouraged me to experiment, transform and express who I am in the moment.
‘And stepping into this partnership now feels like the right next chapter for me as an artist.”
Ella joins singers Chappell Roan and Doja Cat in the MAC Cosmetics ambassador family, as well as ‘momager’ Kris Jenner.
Image credit: ELLA for MAC Cosmetics, photographed by Inez & Vinoodh, MAC Global Creative Director Nicola Formichetti, Make-up Artist Fulvia Farolfi.
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