Doja Cat Gives MAC a New Kind of Radiance

Creative director Nicola Formichetti developed We All Wear MAC as a follow-up to last year’s viral I Only Wear MAC. This time, the message expands from individual devotion to collective belonging. Photographer Zhong Lin captures a broadcast including Doja Cat, Olandria Carthen, Tini, Bách Buquen, Ella Gross, Masai Russell, Violet Chachki and more.

At the centre sits Studio Radiance Skin Tint Stick, a serum-skin tint hybrid offering sheer, buildable coverage, 24-hour hydration and 20 flexible shades. The product suits the campaign’s larger proposition: skin can remain visible while makeup amplifies rather than standardises it.

Doja’s presence gives the launch immediate star power, yet she functions as one face inside a deliberately varied group rather than the sole protagonist. That shift matters.

Beauty campaigns have long relied on celebrity recognition to sell a finished ideal. We All Wear MAC uses familiar faces differently, placing fame beside athletes, performers, influencers and creators to make variety itself part of the brand image.

For MAC, the campaign reconnects with a history built around individuality while updating it for a generation that expects complexion products to accommodate more ways of looking like yourself. And at the centre of that new collective image, Doja Cat remains one of its most recognisable faces.