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M·A·C pairs up with a powerful generation of women who are reshaping music’s future in a series of exclusive collaborations. From the crusading pop of @iamhalsey to the soulful R&B/pop jams of @tinashenow and @lionbabe's modern funk to @dejloaf's electrifying rap, each visionary female taps into the core of her own creative force through a limited-edition colour statement. #MACFutureForward
On March 17th, the cosmetics company will launch Future Forward, a campaign to highlight new talent in the music industry.
“It feels like a great thing to be able to support artists who are breaking through but aren’t necessarily at the top top, to push them forward,” Senior Vice President and Group Creative Director James Gager says of the initiative. “We’ve always done that sort of thing with fashion designers, and to me, it’s most interesting to introduce these artists, as well as our M·A·C fans, to new people,” Billboard reports.
What’s special about this cohort of glamazons is that most of them landed on the Billboard charts for the first time last year.
The women will use their musical background to influence their personalized makeup projects. Tinashe’s eye shadow collection “Times Nine Palette” features shades named after tracks on her album.
“I got to design the packaging, pick out the colors and create something that I felt like I would use,” she explained.
Dej Loaf is excited to get our lipgloss popping with her rosy-nude shade that will hit stores on April 14.
Lion Babe chose a fitting gold liner (roar), to accentuate her cat eyes.
Now the entire country can rock make-up inspired by Black girls and their music, and we think that’s totally awesome!