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Mac Cosmetics, a fashion brand known for its color makeup and network of professional makeup artists, is making big plays for the growing skincare market. The goal is for beauty customers to use at least 30 percent of their skin products in the next three years.
The brand, which is owned by Estée Lauder Companies, has a new “high performance” skincare range called Hyper Real, designed to improve skin and enhance makeup at the same time. The range features a serum-moisture product or “serumizer” ($55), a moisturizing cream ($49), an oil cleanser ($48) and a serum and moisturizing brush ($37). From January, over 1,500 Macs will be available for purchase at stores worldwide and online.
This is not Mac’s first venture into skincare – it has a Prep and Prime series in which the primer, setting powder and shower, as well as the light C3 cleanser and micellar water are sold primarily in the Asia-Pacific region. But historically, her films have more of a “supportive role to bring makeup to life,” says CMO Aïda Moudachirou Rebois. Today, it takes center stage as customers invest more in their film routines. “For the lore, having beautiful skin has both a beautiful expression and a beautiful color,” he says.
The Mac cosmetics brand is not the only impact on the skincare market, which is set to reach $181 billion globally by 2025, up from $155 billion in 2021, according to Euromonitor. Unilever-owned Hourglass Cosmetics launched a film collection in February 2021. Huda Beauty did the same thing with Willing, Kylie Cosmetics ventured with Kylie Skin, and Fenty Beauty expanded into Fenty Skin. They join brands such as Bobbi Brown, Laura Mercier and Chantecaille, which have sold creams for decades, as well as film innovations such as Beauty Pie, which sells makeup and skincare without targeting retail consumers.
The skincare sector has emerged as a bright and profitable spot during Covid, says Acctura’s global beauty lead Audrey Depraeter-Montacel. But he adds: It is one thing to want to go into that class, and another to do it well.
Taking a skincare class
Mac may seem late to the skincare game, but Moudachirou Rebois says the time has come to get the products right — the skincare line has been in development for four years. “This is how long it takes to bring something great to the market itself,” he said.