Kris Jenner and Doja Cat for MAC: A Campaign That Takes Us Back to the Golden '90s

MAC Cosmetics is once again doing what it does best: breaking the rules. The first advertising campaign from new global creative director Nicola Formichetti is a true beauty manifesto.

The project, launched under this slogan, was created by the legendary photographer duo Inez van Lamsweerde and Vinoodh Matadin. The campaign’s stars are Kris Jenner and Doja Cat. Their appearance together represents the meeting of two generations: the icon of a family empire and mother of the Kardashian-Jenner clan, and the bold pop star who sets trends on her own.

They are joined by other striking personalities: Baha Boucena, GabbrieT, Amara Akwaya, Kiko Mizuhara, Devin Garcia, Kristen McMenamy, and Kortisa Star. The shoot blends two styles: black-and-white portraits reminiscent of cult ’90s magazines, and vibrant color photos capturing the energy of today.

Formichetti admits, “For me, this campaign is a return to MAC’s roots, but in a more streamlined form. It features people of all ages, races, and genders. It’s still relevant today. The campaign perfectly reflects our iconic product and MAC’s ’90s DNA.”

The focus is on Studio Fix Fluid SPF 15, the brand’s iconic foundation that has been the base for millions of makeup looks worldwide.

MAC has always stood for diversity and boldness. And Formichetti’s new direction proves it once again: the brand is talking about beauty the way it did at the start of its fame — honestly, vividly, and for everyone.