MAC Cosmetics, founded by Frank Toscan and Frank Angelo, began as a disruptive force in the makeup industry, introducing bold colors and inclusivity across all races, genders, and ages, a revolutionary concept in its early days. Acquired by Estée Lauder in the 1990s, MAC maintained its independent spirit while leveraging the global reach and resources of its parent company to expand its influence.
Under the leadership of Aïda Moudachirou-Rébois, MAC's Senior Vice President and Global General Manager, the brand has embarked on a new era of growth. Recent initiatives include dynamic retail experiences such as the bustling Macy’s Herald Square counter, where interactive play stations allow customers to virtually try on products like the popular Macximal lipsticks. These innovations not only enhance customer engagement but also reflect MAC’s commitment to blending makeup with skincare and sustainability.
Central to MAC's ethos is its Viva Glam initiative, which for 30 years has raised over $550 million for HIV-AIDS causes, exemplifying the brand’s dedication to social responsibility and community support. This legacy resonates deeply with consumers, reinforcing MAC’s status as more than just a cosmetics brand but a platform for cultural change and empowerment.
Product innovation remains a cornerstone of MAC’s strategy, with recent launches like the Studio Radiance Serum Powered Foundation and updates to iconic products like Studio Fix Foundation. These formulations incorporate up to 87% skincare ingredients, catering to modern consumers’ demand for high-performance makeup that also nurtures skin health.
MAC’s influence extends beyond product lines into social media, where it leads as the top makeup brand globally in earned media value. By harnessing the creativity of its 13,000 makeup artist community turned content creators, MAC continues to set trends and engage diverse audiences across digital platforms.
Global expansion is another key focus, with recent initiatives including pop-up kiosks in Brazil and strategic market penetrations in India, Turkey, and Mexico. These efforts aim to capture new consumers while deepening connections with existing ones, driven by MAC’s unwavering commitment to artistry and consumer education.
