For years, M.A.C Cosmetics stood as the holy grail of makeup counters. The sleek black compacts, the endless walls of lipsticks, and the artistry-first philosophy shaped generations of beauty lovers. Yet as newer brands rose—sleek, social-first, and backed by beauty content creators—the conversation often shifted toward them and created a more competitive space for M.A.C. But if you’ve noticed the buzz lately, the brand is firmly back in the spotlight, not through nostalgia alone, but through a recalibration that is modern yet still true to its DNA.
The Icons That Built a Legacy
For decades, M.A.C has been the go-to brand for hardworking products trusted by professionals—on runways, in studios, and behind the scenes of fashion’s biggest moments. Its bestsellers were not just consumer favorites; they were artist essentials built to perform under hot lights and long hours. The Studio Fix Fluid Foundation and Studio Fix Powder became the gold standard for coverage and staying power. Prep + Prime set standards for skin prep long before primers grew into a beauty staple, while Pro Longwear Concealer was the under-eye hero that could withstand any makeup flashback. These were industry tools with reputations so solid that professionals and everyday users swore by them.
But when does a classic call for a refresh?
Why Reformulate a Classic?
M.A.C answered that question head-on in 2024. One of the brand’s boldest moves in recent years has been taking its icons and updating them. Not exactly replacing, but reimagining. The M.A.Cximal Silky Matte and Sleek Satin Lipstick embodies this approach, paying homage to the lipsticks that built M.A.C’s name in the ‘90s yet shows the shift in different ways. Silky Matte gives the brand’s signature bold pigments a softer, smoother matte finish that feels less drying on the lips. Sleek Satin, on the other hand, refines M.A.C’s classic satins with a creamier glide and richer payoff, making them even more comfortable to wear. The update includes cult shades like Ruby Woo and Velvet Teddy, but with vegan ingredients, and texture that feels smoother and more comfortable for all-day wear.
The same philosophy extended to face products. The Studio Fix Powder Plus Foundation—already a household name in complexion—underwent a reformulation to deliver an updated blur-matte finish. Now talc-free and infused with skin-balancing benefits, it promises a breathable and smoother result that matches today’s demand for coverage that doesn’t mask the skin but works with it. Loyal users will also notice its packaging update, along with its weightless wear, refreshed, and aligned with the standards of today’s complexion product standards.
Still, the changes weren’t met with universal applause. For instance, loyalists who grew up with M.A.C’s lipsticks and powders sometimes missed the grittier matte pull of the originals, or the heavy-duty coverage and oil-controlling power of the classic Studio Fix. For them, the reformulations felt like a departure from the familiar reliability they had worn for years. And in a sense, M.A.C’s reformulations highlight the delicate balance every legacy brand faces: innovating for new beauty standards while risking the nostalgia and loyalty tied to the formulas that built its reputation.
Collaborations That Feel Close to Home
M.A.C has also long excelled at combining beauty with cultural moments through high-profile and globally resonant collaborations. Take for example Rihanna’s iconic RiRi Hearts M.A.C line, where RiRi Woo became a lipstick legend thanks to its fierce red and limited edition rose gold packaging.
And who could forget the 2016 M.A.C × Selena collection, in honor of the late American singer-songwriter? It began as a fan-driven campaign that blossomed into one of M.A.C’s biggest launches. Carefully developed in partnership with Selena’s sister, Suzette Quintanilla, it arrived as an emotionally resonant tribute that ignited a frenzy—selling out online within minutes and causing fans to camp outside stores. Four years later, in 2020, M.A.C returned to Selena’s legacy with the “La Reina” collection—a shimmering homage that introduced new shades, glosses, a highlighter, and radiant purple packaging, all infused with the same emotional depth and design storytelling. Fans snapped up pieces within minutes again.
M.A.C even cemented its pop culture prowess with collaborations that blurred the line between beauty and entertainment. From the spellbinding M.A.C × Maleficent collection to the glittering M.A.C × Cinderella release and the futuristic M.A.C Star Trek line, the brand proved it could transform film and fandom into lipsticks, powders, and palettes that fans clamored for.
And today, M.A.C continues this tradition of tapping into voices that shape beauty culture, this time closer to home. The brand recently launched the M.A.C × Jelly Eugenio Lip Kit, a collaboration with one of the Philippines’ most sought-after makeup artists. Known for crafting unforgettable looks on red carpets and magazine covers, Eugenio brings his signature balance of polish and drama into a curated lip wardrobe: two matte lipsticks, a Lipglass, and a Lip Pencil.
The lip kit feels like an extension of Eugenio’s artistry: versatile, modern, and made for play, whether you’re on set or simply getting ready at home. By partnering with someone like Eugenio, M.A.C shows that its edge comes from elevating voices that matter now. In many ways, the lip kit is both product and proof that M.A.C is cool again, because it knows how to balance legacy with what feels exciting today.
Where is M.A.C Headed Next?
As beauty evolves, so does M.A.C. And not just by chasing every trend, but by fine-tuning its legacy to resonate again. Reformulations like the M.A.Cximal lipsticks and the refreshed Studio Fix Powder showcase a brand that respects its heritage while daring to modernize. The softer textures, cleaner ingredients, and expanded shades meet today’s expectations, though not without a few loyal fans longing for the formulas they grew up with.
This new direction also goes beyond the pan and the pigment—it extends to the people it chooses to celebrate. The brand has mastered high-profile collaborations—from celebrity collections to major film tie-ins—but as we’ve seen, its recent pivot toward elevating local artists like Jelly Eugenio shows a broader shift. These collaborations tell a bigger story; M.A.C understands that what makes beauty powerful isn’t always just fame, but authenticity, influence, and artistry, grounded in shared experience.
Backing this shift is new leadership doubling down on agility and cultural relevance. In August 2024, Emily Bromfield, Senior Vice President of Global Marketing, was appointed to guide a “consumer-first approach,” focusing on immersive storytelling, product innovation, and enhancing M.A.C’s global resonance. Then, in May 2025, M.A.C named Nicola Formichetti as its Global Creative Director. In a press statement from Estée Lauder Companies, he described the brand as one that “has always championed the people and communities that move culture forward.” His appointment, part of the parent company’s “Beauty Reimagined” strategy, underscores M.A.C’s commitment to creativity that’s bold, inclusive, and deeply connected to culture.
As we’ve seen, M.A.C today is a brand in motion—reworking its classics, rethinking its partnerships, and recalibrating its place in culture. These reformulated staples show a commitment to evolving with modern expectations, even if not every update lands perfectly. At the same time, collaborations that once centered on global icons are now expanding to include local creatives, proving that artistry and cultural resonance can be homegrown. With its refreshed vision, M.A.C shows that relevance comes from staying rooted in the community that built it—artists, fans, and everyday wearers who see the brand as both a steady classic and a source of surprise.
M·A·Cximal Silky Matte Lipstick
P1,400, Rustan’s
M·A·Cximal Sleek Satin Lipstick
P1,400, Lazada
Studio Fix Powder Plus Foundation
P2,100, Rustan’s
MAC Lipglass Air
P1,400, Lazada
Experience M.A.C through The Beauty Edit Box Vol. 17: Indulge, dropping on August 31, 2025. Early access is available to subscribers on August 30. Shop here.
