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Mac Cosmetics, a beauty brand known for its colorful cosmetics and network of professional makeup artists, is playing a major role in the growing skin care market. Its goal is to have at least 30 percent of beauty consumers use its skin care products within the next three years.
The brand, owned by The Estée Lauder Companies, will debut a new “high-performance” skincare range called Hyper Real, designed to enhance skin and enhance makeup at the same time. The range includes a hybrid serum-moisturizer or “serumizer” ($55), a moisturizing cream ($49), a cleansing oil ($48) and a serum and moisturizing brush ($37). From January, it will be available for purchase in more than 1,500 Mac stores worldwide, as well as online.
This isn’t Mac’s first foray into skincare – the brand has Prep and Prime ranges, which include a primer, finishing powder and setting spray, as well as a range of Lightful C3 cleansers and micellar water, which are sold mainly in the Asia-Pacific region. But its skincare has historically had more of a “supportive role to bring makeup to life,” says CMO Aïda Moudachiro Rebois. Today, it’s taking center stage as consumers invest more in their skincare routines. “Having beautiful skin is as much a statement to the consumer as a beautiful color,” she says.
Mac isn’t the only cosmetics brand making a push into the skincare market, which is expected to reach $181 billion globally by 2025, up from $155 billion in 2021, according to Euromonitor. Unilever-owned Hourglass Cosmetics launched a skincare collection in February 2021. Huda Beauty did the same with the launch of Wishful, Kylie Cosmetics came out with Kylie Skin, and Fenty Beauty expanded into Fenty Skin. They join makeup brands like Bobbi Brown, Laura Mercier and Chantecaille, which have been selling creams for decades, as well as skincare upstarts like Beauty Pie, which sell makeup and skincare directly to consumers without retail markups.
The skincare sector has emerged as a bright and profitable place during Covid, says Accenture’s global beauty leader Audrey Deprater-Montaselli. But he adds, “It’s one thing to want to enter that category and another to do it well.”
The owner of the skin care category
Mac may seem late to the skincare game, but Moudachiro Rebois says it took time to get the products right—the skincare line has been in development for four years. “It takes so long to bring something great to a competitive market,” he says.