If you’ve ever Googled “how to look like the cool girl without trying too hard”, MAC Cosmetics just dropped the masterclass. Enter: their brand-new “I Only Wear MAC” campaign, starring none other than Gabbriette — the musician-model who went viral for her lip combo and now wants you to rethink what effortless glam actually looks like.

This campaign isn’t about 12-step routines or complicated contour diagrams. Instead, it’s about stripping things back, literally. Photographers Inez and Vinoodh shot Gabbriette in simplified black-and-white hues, bare shoulders, glowing skin, and only one product in focus: MAC’s cult Studio Fix Fluid SPF 15 foundation. The point? Skin first. Everything else, optional.

For Gabbriette, the campaign feels like a full-circle moment. “I’ve always been a fan of makeup in general as a kid, but I knew that MAC was the one. The MAC counter was where the girlies wore the most insane makeup. All the makeup artists I admire started there. So I knew it was the cool girl brand.”

Now, under the creative vision of newly appointed global director Nicola Formichetti (yes, the stylist who’s never met a boundary he didn’t want to smash), MAC is leaning into both nostalgia and newness. The campaign blends heritage — MAC as the OG counterculture beauty disruptor — with a forward-facing ethos that’s all about individuality, play, and not taking your glam too seriously.

The vibe? Experimental but grounded. Skin that looks lived-in, not filtered. Foundation that lets you dance under bad club lighting without fear. And above all, an unapologetic wink to the MAC girl archetype: bold, playful, and just a little bit naughty.

In a beauty market where brands can feel stale in two seconds flat, MAC reminds us why it’s still the blueprint. Or, as Gabbriette puts it, “MAC has helped me expand the way I already do my makeup — and play around too.” Translation: you can keep your beige. MAC will be over here, rewriting the cool-girl dictionary (again).