M·A·C Cosmetics has never been one to play it safe, and their latest campaign, ‘I Only Wear M·A·C’, is no exception.
If you’ve ever wanted to bare it all in the name of beauty, this one’s for you. Featuring pop culture icons such as Martha Stewart, Julia Fox, Beabadoobee and more – M·A·C is throwing the rulebook out the window and inviting you to embrace your boldest, most unapologetic self.
The campaign, shot in daringly explicit images, celebrates the brand’s brand-new Nudes Collection, a lineup of 28 naughty nude shades for lips and eyes. Think of it as your new go-to for when you want to look effortlessly seductive. From deep, rich nudes to soft, whisper-light neutrals, these shades are designed to complement every skin tone – and they’re definitely here to make a statement.
Above Julia wears the Macximal Silky Matte Lipstick in Acting Natural & Lip Pencil in Stone while Martha boasts the Macximal Satin lipstick in Fleshpot
M·A·C’s choice of campaign stars is as daring as the shades themselves. Julia Fox, ever the provocateur, brings her trademark edge and raw sex appeal, while Martha Stewart – yes, the queen of domestic perfection – adds a level of sophistication that only she can pull off, proving that even the most polished icons can embrace their naughty side. Together, these women embody M·A·C’s message: beauty isn’t about following rules – it’s about celebrating who you are and owning it with confidence.
Above is the HBIC Tiffany “New York” Pollard wearing the M·A·C Powder Kiss Liquid Lip-colour in Chestnut & Lip Pencil in Stone
And let’s talk about those explicit visuals. There’s no hiding behind heavy filters here. These images are all about showing off natural beauty in its most real, raw form. It’s not just about the lipstick or the eyeshadow; it’s about the attitude. This campaign isn’t for the faint of heart; it’s for those who want to be seen, heard, and, let’s be real, admired.
@maccosmetics At home (and in the n*de) with @Martha Stewart (and she only wears Fleshpot). #IOnlyWearMAC #MACNudes #MACFleshpot
This kind of celebrity-driven marketing is having a major moment in beauty. Brands aren’t just enlisting pop culture icons for glossy campaign shots anymore – they’re tapping into viral, trend-driven content that feels more like an inside joke. If you know, you know. The best campaigns today blur the lines between advertising and entertainment, with short-form videos dominating Instagram and TikTok, filled with meme-worthy moments and winking self-awareness. M·A·C’s latest move is a masterclass in this strategy – who else could get Gen Z and millennials buzzing over both Julia Fox and Martha Stewart in the same breath?
Gone are the days of “one size fits all” when it comes to nudes. M·A·C has thrown that idea out the window, offering a diverse range of shades that work for everyone. It’s your nude, your way – whether that means a subtle, barely-there lip or a bold, eye-catching shade that screams “come closer”.
British singer-songwriter Beabadoobee wears the Lusterglass sheer-shine Lipstick in Signature Move
Available now at M·A·C freestanding stores, online, and at select spots like Farmers, Smith & Caughey’s, Ballantynes, and MECCA, this collection is ready for you to indulge in. So, what are you waiting for? Strip down, have some fun, and get your hands on the naughtiest nude collection yet.