When a legendary beauty brand makes a major retail move, it rarely does so quietly. That’s exactly the case with M·A·C Cosmetics, which is celebrating its arrival in Sephora stores across the United States with a striking new campaign starring pop artist Chappell Roan.
The campaign blends nostalgia with modern beauty trends, revisiting the bold aesthetic that defined M·A·C in the 1990s. At the center of the visuals is a look that beauty fans instantly recognize: the iconic sculpted lip. But instead of simply repeating the past, the campaign reinvents the classic style in a way that feels fresh and current.
A Major Moment for M·A·C at Sephora
M·A·C’s debut at Sephora represents a significant milestone for the brand. Beginning March 2, the iconic makeup label officially became available in more than 100 Sephora locations in the United States, as well as on Sephora’s website, with plans to expand further throughout the year.
To mark the occasion, the brand launched a global campaign directed by creative director Nicola Formichetti. The visuals highlight the versatility of M·A·C makeup—showing how a face can transform from soft, natural beauty into bold editorial glam in seconds.
Joining Chappell Roan in the campaign are model Gabbriette and digital creator Quenlin Blackwell, each representing a different interpretation of the brand’s signature aesthetic.
The Return of the Iconic ’90s M·A·C Lip
At the heart of the campaign is a beauty look inspired by the legendary “M·A·C mug,” a term long used to describe the brand’s signature dramatic makeup style.
For Chappell Roan, makeup artist Andrew Dahling designed a two-tone lip that echoes the supermodel looks of the 1990s. The technique uses darker liner and contrasting lipstick shades to create a sculpted, dimensional effect.
The combination includes:
- Lip Pencil in Auburn
- Lip Pencil in Stripdown
- MACximal Silky Matte Lipstick in Marrakesh
- MACximal Silky Matte Lipstick in Taupe
The upper and lower lips feature slightly different tones, giving the mouth a fuller, editorial finish. The result is bold yet surprisingly wearable—warm, defined, and unmistakably inspired by ’90s beauty culture.
A Softer Side of Chappell Roan
Fans of Chappell Roan are used to seeing the singer in theatrical stage makeup, often featuring dramatic colors, exaggerated shapes, and drag-inspired glamour. That’s why this campaign feels slightly unexpected.
Instead of leaning into her usual bold performance aesthetic, Roan appears almost fresh-faced in the opening visuals before transforming into a glamorous beauty look. The contrast between minimal makeup and full glam reinforces the campaign’s central message: M·A·C can do both.
Creative director Nicola Formichetti explained that the campaign intentionally highlights this range—from barely-there everyday beauty to unapologetically bold artistry.
By placing Roan at the center of that transformation, the campaign shows how makeup can shift identity and mood in seconds.
Gabbriette and Quenlin Blackwell’s Modern Neutrals
While Roan’s look focuses on dramatic lip sculpting, the other campaign stars showcase their own interpretations of M·A·C’s cult-favorite neutral shades.
Gabbriette’s look includes:
- Lip Pencil in Greige
- Lipstick in Fleshpot
- Lipglass in Accolade
This combination creates a cool, pale nude lip with glossy shine—an aesthetic that feels both minimal and fashion-forward.
Quenlin Blackwell’s look features:
- Lip Pencil in Chestnut
- Lipstick in Whirl
- Lipglass in Clear
The deep brown liner paired with muted rose tones delivers a classic ’90s vibe that has recently resurfaced across social media beauty trends.
Together, the three looks illustrate how the same era-inspired style can be interpreted in different ways depending on personal taste and skin tone.
The Cultural Influence of M·A·C
The campaign doesn’t just celebrate a retail partnership—it also highlights the long cultural history of M·A·C within the beauty world.
Since its launch in the 1980s, the brand has been closely connected with fashion shows, drag artistry, and backstage makeup culture. It gained a reputation for bold pigments, inclusive shade ranges, and a willingness to challenge traditional beauty standards.
The new Sephora campaign leans into that legacy. Instead of chasing every modern trend, M·A·C revisits the aesthetic that made it famous: defined lips, confident glamour, and fearless self-expression.
Why the Campaign Feels Relevant Today
Beauty trends often move in cycles, and the resurgence of ’90s makeup has been growing steadily in recent years. Brown lip liners, matte lipsticks, and sculpted lips have all returned to popularity across TikTok and Instagram.
By reviving this style through a modern campaign, M·A·C taps into both nostalgia and current demand.
At the same time, placing Chappell Roan at the center of the campaign gives the visuals a distinctly modern energy. Her bold personality and artistic identity reflect the brand’s long-standing message that makeup should be about creativity and individuality.
A Fresh Chapter for an Iconic Brand
With its launch inside Sephora, M·A·C is entering a new phase of accessibility for beauty shoppers. The partnership allows the brand to reach a wider audience while staying connected to its original identity.
The campaign’s message is simple but powerful: makeup is not just about trends—it’s about transformation.
From natural skin to dramatic glam, from neutral lips to bold liner, the possibilities remain endless.
And with Chappell Roan leading the moment, the return of the iconic ’90s M·A·C lip feels less like nostalgia and more like a modern revival.
