Nicola Formichetti Debuts First Campaign for MAC

Image via MAC Cosmetics

Nicola Formichetti’s first campaign as Global Creative Director for MAC Cosmetics reimagines the power of foundation with bold, stripped-back portraits that celebrate individuality.

Nicola Formichetti has officially unveiled his first campaign as Global Creative Director of MAC Cosmetics, marking the start of a new creative chapter for the brand. Called I Only Wear MAC, the campaign celebrates the skin as a canvas and shines a spotlight on MAC’s Studio Foundations, a core category that has defined the brand for decades.

The cast is as eclectic as it is global. Doja Cat, Kris Jenner, Gabbriette, Kristen McMenamy, Devyn Garcia, Kiko Mizuhara, Bach Buquen and more appear in stripped-back portraits that focus entirely on the face. Shot by Inez and Vinoodh, the visuals move between stark black-and-white and high-gloss color, creating a timeless look that feels both raw and modern. Each portrait leaves space for individuality, allowing the foundations to highlight rather than hide.

At the heart of the campaign are three standout products. Studio Fix Fluid SPF 15, the brand’s most recognized formula, offers long wear with a matte finish. Studio Fix Powder Plus Foundation delivers versatility in a portable compact. Studio Radiance Serum-Powered Foundation blends coverage with skincare benefits, catering to those who want both performance and nourishment. Together, they reinforce MAC’s commitment to inclusivity, with a broad shade range designed for every skin tone.

What makes this campaign different is how it brings performance to life. Each talent is shown in motion, pushing the formulas through sweat, water and long wear to prove their durability. It is a fresh way to remind consumers that MAC foundations are not just about color but also about confidence that lasts.

Formichetti’s appointment signals a wider creative shift. Known for his work across fashion, art and culture, he is no stranger to bold storytelling. His past collaborations with MAC, from NICOPANDA to Viva Glam, hinted at what he could do with a bigger canvas. Now, he oversees everything from campaigns to packaging and retail, ensuring a unified vision that blends artistry with authenticity.

The campaign extends beyond imagery into consumer experience. MAC is rolling out “MAC Match Day” activations in stores worldwide, offering shade matching and interactive experiences that bring the campaign to life. It is a move that underscores the brand’s desire to connect directly with consumers in an era where physical touchpoints remain powerful.

I Only Wear MAC is not just an introduction to Formichetti’s vision but also a statement about where the brand is heading. The message is simple and resonant: beauty can be stripped back, expressive, and inclusive all at once. It is an invitation to wear MAC not as a mask but as a declaration of individuality.