Musicians Dej Loaf, Halsey, Tinashe, and LION BABE are the new faces of Mac Cosmetics’s Future Forward campaign, which was created to spotlight new talent. Past celeb-fronted campaigns have featured Lady Gaga, Nicki Minaj, and Rihanna, whose signature lipstick went flying off the shelves.
“We’ve always done that sort of thing with fashion designers, and to me, it’s most interesting to introduce these artists, as well as our MAC fans to new people,” says Mac creative director James Gager.
— MACcosmetics (@MACcosmetics) February 5, 2016
According to The Hollywood Reporter, each artist will have a signature product.
The product rollout will occur first with Tinashe’s “Times Nine Palette” of eyeshadow, followed by Halsey’s matte gunmetal lipstick, Dej Loaf’s rosy-nude lip glass, and Lion Babe’s shimmery gold Liquidlast Liner with prices ranging from $15 to $32. The first-time opportunity to collaborate with a major brand, Dej Loaf notes, was “a big first step” and entryway into a new creative medium.
The Future Forward collection launches on March 17.