Mac Cosmetics launches performance-based skincare line

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Mac Cosmetics, the beauty brand known for its colorful cosmetics and network of professional makeup artists, plays an important role in the growing skincare market. Its goal is for at least 30% of its beauty customers to also use its skincare products within the next three years.

The brand, which is owned by The Estée Lauder Companies, will launch a new “high performance” skincare line called Hyper Real, designed to simultaneously improve skin and enhance makeup. The line includes a hybrid serum-moisturizer or “serum” ($55), moisturizer ($49), cleansing oil ($48), and serum and moisturizer brush ($37). Starting in January, it will be available for purchase at over 1,500 Mac stores worldwide as well as online.

Mac Cosmetics enters the performance skin care category with Hyper Real.

Photo: Mac Cosmetics

It’s not Mac’s first venture into skincare – the brand offers a Prep and Prime series that includes a primer, finishing powder and setting spray, as well as a Lightful C3 range of cleansers and moisturisers. micellar water sold mainly in the Asia-Pacific region. But its skincare historically has more “a supporting role in bringing makeup to life,” says CMO Aïda Moudachirou Rebois. Today, it’s taking center stage as customers invest more in their skincare routines. “For the client, having great skin is as much a statement as great color,” she says.

Mac isn’t the only cosmetics brand to enter the skincare market, which is expected to reach $181 billion worldwide by 2025, up from $155 billion in 2021, according to Euromonitor. Unileverowned by Hourglass Cosmetics launched a skincare collection in February 2021. Huda Beauty did the same by launching Wishful, Kylie Cosmetics ventured out with Kylie Skin, and Fenty Beauty expanded into Fenty Skin. They join makeup brands such as Bobbi Brown, Laura Mercier and Chantecaille, which have been selling creams for decades, as well as skincare startups such as Pie Beautywhich sells makeup and skincare directly to consumers without the retail markup.

The skincare industry has become a bright and profitable place during Covid, says Audrey Depraeter-Montacel, Accenture’s global head of beauty. But she adds, “It’s one thing to be ready to fit into that category, and another to do it well.”

Own the skincare category

Mac may seem behind the skincare game, but Moudachirou Rebois says it took a while to get the right products — the skincare line has been in development for four years. “That’s how long it takes to bring something great to a very competitive market,” she says.

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