MAC Cosmetics Unveils ‘We All Wear MAC’ Campaign With Skin Tint Stick Launch

A year after its viral “I Only Wear MAC” push, MAC Cosmetics has unveiled its follow-up: a technicolor “We All Wear MAC” campaign tied to the debut of the Studio Radiance Skin Tint Stick. Creative director Nicola Formichetti, who joined the brand in 2025 and led the previous effort, described the new campaign as being about belonging and bringing people together in a way that feels “beautiful, positive and full of color.”

The campaign features returning brand ambassador Doja Cat, along with newcomers such as influencers Olandria Carthen and Bach Buquen, Olympic gold medalist and track athlete Masai Russell, Argentine singer Tini, and drag queen Violet Chachki. Formichetti said the mix of personalities reflects the brand’s long-held celebration of individuality, evolved into a collective statement.

Set to Björk’s “All Is Full of Love,” the campaign film uses the track to anchor an emotional undercurrent of togetherness across the visuals. The accompanying still imagery continues that theme with a vibrant, inclusive palette.

The launch comes as MAC expands its complexion offering with the Skin Tint Stick, a product designed to sit at the center of the campaign’s message that everyone can wear the brand. The push marks Formichetti’s second major brand initiative since taking on the creative director role.