One that, according to Pinatel, lives, interprets, and creates culture. While many of its products are bestsellers, M∙A∙C sees itself as more than a brand.
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Philippe Pinatel, global brand president, M∙A∙C Cosmetics, tells Beauty Packaging, “The brand has grown to be the global makeup authority celebrating and supporting communities of All Ages, All Races, All Genders, so whether someone is a makeup addict or makeup minimalist, we have products and experiences suited just for them.” Further, through the brand’s online communities, PRO program and 19,000 artists in the world, “We are able to deliver the right products and a unique experience to each consumer.” M∙A∙C products are sold online, in free-standing M∙A∙C stores and at M∙A∙C counters at select retailers in more than 120 countries worldwide.
Globally, M♺♼ enviably sells one lipstick every second, and one eye shadow every three seconds. There are 50-plus collections each year including seasonal color stories, innovative collaborations, and more. Today, M∙A∙C offers 7,000 product SKU’s globally, for face, skin, lip and eye. That same year, a packaging makeover began, with the creation of the patented iconic black bullet lipstick package design, which remains an instantly recognizable staple of today’s range, although it has also morphed into colorful and textural iterations. In 1998, 14 years post-launch, The Estée Lauder Companies purchased the then “Indie” brand and primed it for global success. The pair packaged their products in black pots, rather than traditional compacts, which quickly became the brand’s avant-garde look.
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Their first offering was 30 eyeshadows, lipsticks and polishes, as well as the first full range of professional foundations with 30 Studio Fix tints.
Not only was it one of, if not the first pro makeup brand created by artists for artists, it was a ground-breaker in many ways, such as with its principled messages of individuality, inclusiveness and philanthropic initiatives.Īn acronym for Makeup Art Cosmetics, M∙A∙C was launched in 1984 by two members of the artist community-makeup artist/photographer Frank Toskan and salon owner Frank Angelo-expressly for their peers.Ĭreated in their Toronto home, the founders placed makeup artists and artistry at the center of their radically new brand. M∙A∙C Cosmetics celebrated its impressive 35th year in 2019-and looking at the brand’s history through the lens of some of today’s leading beauty trends, it was way ahead of its time upon launch.
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