# Blurred Cosmetic Campaigns MAC Cosmetics and Ella Gross Promote Innovative Powder Kiss Formulas By Laura McQuarrie | Published 2026-01-29 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/mac-cosmetics-and-ella-gross References: [thefashionography](https://thefashionography.com/beauty/makeup/mac-cosmetics-taps-k-pop-star-ella-gross-for-its-latest-global-campaign/) & [maccosmetics](https://www.maccosmetics.com/product/13854/142085/products/makeup/lips/lipstick/powder-kiss-hazy-matte-lipstick)  MAC Cosmetics and Ella Gross, a member of the K-pop group MEOVV, are teaming up to appeal to a new generation of beauty lovers who appreciate artistry and self-expression through makeup. “Growing up between different cultures and creative worlds, MAC was the makeup I practiced with, the makeup I wore on stage and the makeup I kept returning to as I figured out my own style,” said Ella in a press release. “It’s always encouraged me to experiment, transform and express who I am in the moment." Ella Gross' partnership with MAC Cosmetics kicks off with a campaign for the brand's new Powder Kiss Hazy Matte Lipstick and the lightweight, multi-use [Powder Kiss Lip + Cheek Mousse](https://www.trendhunter.com/trends/blurry-pudding-pot). Both products seamlessly fit Gross' signature look—subtle yet fresh. [MAC Cosmetics'](https://www.trendhunter.com/trends/maczine) new [soft-focus, blurred colors](https://www.trendhunter.com/trends/cloud-touch-finish-collection) and comfortable matte formulas make it easy to achieve coveted K-beauty aesthetics without the tight, drying feel. ## Trend Insights (Trend Hunter) - Score: 8.1/10 - Popularity: 94% | Activity: 87% | Freshness: 63% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **K-beauty Integration:** The partnership captures the essence of K-beauty with its soft-focus, subtle aesthetics that appeal to a global audience seeking fresh, youthful looks. - **Multifunctional Beauty Products:** Innovation in creating versatile products like Powder Kiss Lip + Cheek Mousse meets consumer demands for efficiency and adaptability in beauty routines. - **Cultural Cross-promotion:** Leveraging cultural icons like K-pop's Ella Gross, the campaign enhances brand appeal by merging influences from different cultural and creative worlds. ### Sectors Adopting This - **Cosmetic Industry:** The range of new MAC products highlights ongoing innovation within the cosmetics sector, offering fresh opportunities for unique product formulations. - **Entertainment Industry:** Collaborations with high-profile entertainers like K-pop idols introduce a novel way to engage consumers and build brand loyalty across diverse demographics. - **Fashion Industry:** Integrating makeup that complements signature fashion looks allows the fashion industry to align with beauty brands to co-create cohesive style experiences. ## Related on Trend Hunter - [Digital Makeup Zines](https://www.trendhunter.com/trends/maczine.md) - [Edible Chocolate Lipsticks](https://www.trendhunter.com/trends/mac-cosmetics-x-doja-cat.md) - [Glossy Gel Lip Liners](https://www.trendhunter.com/trends/lipglazer-glossy-lipliner.md) - [Community-First Beauty Hubs](https://www.trendhunter.com/trends/club-mac.md) - [Festival Fashion Denim Pop-Ups](https://www.trendhunter.com/trends/levis-popup.md) - [Revived Modular Photo Booths](https://www.trendhunter.com/trends/frames-booth.md) - [Lip Oil Sticks](https://www.trendhunter.com/trends/sugar-crystal-lip-oil-stick.md) - [Ginger-Infused Plumping Oils](https://www.trendhunter.com/trends/lipglass-blow-plumping-oil.md) - [Self-Aware Cosmetics Campaigns](https://www.trendhunter.com/trends/born-famous.md)