MAC Cosmetics at 40: How AI, Gen Z and social media filters are reshaping beauty
There are make-up brands, and then there are your favourite make-up artist’s favourite make-up brand. MAC Cosmetics is arguably synonymous with the latter, having been famously created for and by make-up artists themselves in 1984. Founded by a Canadian make-up artist, Frank, the brand was created out of a desire to make cosmetic beauty products that can withstand the glare of studio lights and quickly found popularity with models and the general public soon after.
Fast forward 40 years, and MAC is steadfastly continuing its path of innovation. We sit down with Aïda Moudachirou Rébois, senior vice president and global general manager of MAC, to discuss how the brand is embracing change while remaining true to its core.
Also read: What the future of beauty looks like, according to L’Oréal Hong Kong’s president
MAC Cosmetics was originally founded to create make-up that could hold its own against bright camera lights (Photo: Instagram / @maccosmetics)
You have been with MAC for the last four years. What would you say has been your biggest achievement in this time?It’s been a dream come true to lead MAC. During my time at MAC, I’ve had the privilege of helping bring several breakthrough product innovations to life, from concept to launch, including our endlessly buildable MAC Stack Mascara, the debut of our first skincare franchise Hyper Real and our viral Nudes Lipstick Collection.
Another highlight has been relaunching our charitable unit Viva Glam with a focus on advancing sexual, gender, racial and environmental equality. This has allowed us to address some of society’s most urgent challenges—just last year alone, Viva Glam has donated US$4.5 million to organisations around the world working to advance this mission.
Apple TV’s hit series ‘The Buccaneers’ season 2 featured a fairy-themed gala for which MAC created the look (Photo: Instagram / @maccosmetics)
You are responsible for MAC’s overall strategic vision. Please share your vision for MAC with us.Our goal is to maintain the essence of what makes MAC so special while evolving to better meet the needs of our community. The original building blocks of the brand—artistry, quality, culture, inclusivity and social mission—continue to power our success.
Our focus now is on reimagining these core tenets in ways that resonate with the next generation of consumers and artists. For example, over the past couple of years, we have upgraded some of our most iconic products, such as the MACximal Lipstick and the Studio Fix Foundations, while also delivering innovations like the Lipglazer and the Dazzleshadow Eyeshadow Stick.
As the first make-up brand created for and by make-up artists, we will continue investing in our MAC Artist Education programme to ensure their skills and expertise set the standard for the industry. We’ll also continue tapping into culture to ensure that we define beauty trends rather than follow them, from collaborations with leading tastemakers like Alex Consani and Gabbriette to our rock-steady backstage presence at more than 100 Fashion Week shows around the world annually.
We also remain committed to elevating our values of inclusion and social mission through Viva Glam and Back-to-MAC takeback programmes.
Consumers are expecting make-up products to give them a look as perfect as social media filters (Photo: Instagram / @maccosmetics)
What are the biggest make-up trends that are poised to shape consumer preferences in the next 10 years?Over the next decade, innovations in AI and AR will continue to influence not only how consumers discover and interact with beauty, but how they expect it to perform. As consumers become increasingly accustomed to filters and digitally enhanced images, their expectations from real-life make-up have shifted. They now seek products that deliver the same level of polish, precision and transformation they see on screen.
How is MAC incorporating the rise of AI in beauty?We see AI as a valuable tool for deepening our understanding of consumer preferences and enhancing how we deliver beauty experiences. We’re leveraging AI across key areas of the business—from streamlining creative production to improving workflows. As we continue to explore its full potential, our priority is using AI to help scale personalisation while ensuring creativity, inclusivity and human insight remain at the heart of everything we do.
As people become more used to social media filters, their expectations from real-life make-up have shifted
By - Aïda Moudachirou Rébois
How is MAC adapting its marketing and product development strategies to connect with Gen Z and Gen Alpha consumers?Staying connected to younger generations starts with listening. Consumer data and insights, combined with ongoing feedback from MAC Artists, help us stay ahead of trends and in tune with what our consumers want. For example, we know Gen Z tends to use more lip gloss than other generations, which helped inspire the launch of Lipglass Air Non-Sticky Gloss, our most lightweight gloss yet.
Cultural relevance is just as important. Our deep immersion in culture enables us to better connect more meaningfully with younger audiences, from providing the make-up inspiration for Apple TV+’s The Buccaneers season 2 to co-creating Chappell Roan’s make-up look for the Grammys. These moments let us meet younger consumers where they are and with the faces, platforms and stories they care about most.
Chappell Roan’s make-up for the Grammys, courtesy of MAC (Photo: Instagram / @maccosmetics)
MAC decodes how to create Chappell Roan’s Grammys look (Photo: Instagram / @maccosmetics)
Asia is one of the fastest-growing beauty markets globally. What are MAC’s strategic priorities for the region, and how do you ensure it resonates with Asian consumer preferences?Asia is a critical focus for MAC, shaping how we innovate and show up globally. With digitally native consumers who are quick to adopt new platforms, the region continues to lead in social commerce and livestreaming. We’re actively embracing these channels, such as launching the TikTok Shop in Malaysia and Thailand. At the same time, we’re elevating the in-store experience, such as our new heritage-infused store in Taipei. These locations blend technology and tradition to create immersive environments that reflect the tastes and expectations of local consumers.
This commitment to local relevance also informs how we approach product innovation. Asian consumers have long prioritised achieving the perfect complexion, with a strong focus on lightweight textures, natural finishes and tailored undertones. In response, we have worked closely with our local teams to develop Asia-exclusive foundation shades that reflect the subtle warm or cool undertones and bright neutral overtones preferred in the region.
To further deepen our cultural connection with local consumers, we also continue to ensure a strong backstage presence at Fashion Weeks across Asia.
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