Maybelline

Maybelline · Maybelline X Peggy Gou

Maybelline · Teddy Takeover Announcement

Maybelline · Maybelline New York New Sky Tubes Ma ...

Maybelline New York continues its reign in the cosmetics and beauty industry with the launch of the New Sky Tubes mascara campaign, a masterclass in high-impact commercial imagery that successfully bridges the gap between mass-market appeal and high-fashion editorial polish. Captured with the precise, sharp clarity of studio strobe lighting, the campaign features the unmistakable presence of model Coco Rocha, whose expressive gaze serves as the primary canvas for the product's lash-lengthening benefits. Under the creative lens of photographers Luigi & Iango, the visuals lean into a sleek, urban aesthetic, utilizing a metallic silver palette and blurred city backdrops to ground the product in a contemporary, fast-paced environment. The composition is bolstered by the expert styling of Mika Mizutani and the intricate, high-contrast makeup application by artist Charlotte Willer, which ensures the focus remains squarely on the mascara's tubing-tech formula and defined results. With hair styling by Stephane Lancien that complements the sharp, metallic fashion choices, the campaign reads as a sophisticated evolution of the brand's identity. By harmonizing technical precision with a bold, aspirational tone, the project effectively communicates a promise of performance while maintaining the polished, aspirational look that has become synonymous with the Maybelline aesthetic, proving once again that even functional beauty staples can be elevated through strategic, high-concept creative direction.

Maybelline · An Icon Returns

Maybelline presents 'An Icon Returns,' a beauty campaign that bridges high-end commercial aesthetics with documentary-style storytelling. The project features appearances by Naomi Campbell, Gigi Hadid, and RuPaul, shifting between talk show segments, interview setups, and candid street-level sequences in New York City. The visual approach utilizes cinematic live-action techniques to frame its subjects, alternating between dynamic, fast-paced sequences and controlled, low-key portraiture. Storefront Music provided the sound design and music supervision, grounding the campaign's sophisticated aesthetic through curated audio environments.

Maybelline · Maybelline Grippy Serum

In a striking convergence of high-gloss editorial polish and relatable lifestyle appeal, this Maybelline campaign for the new Grippy Serum masterfully captures the essence of modern cosmetics marketing. Photographer Michelle Monique directs the viewer's focus with precision, utilizing a macro perspective that emphasizes both the texture of the product and the luminescent quality of the model's complexion. By leveraging natural light and a carefully constructed shallow depth of field, the imagery creates a soft-focus urban backdrop that elevates the serum from a simple functional item to a core component of a sophisticated beauty routine. The aesthetic leans into a vibrant, dewy look, where the soft pink eyeshadow and glossy lips harmonize with the product packaging to create a cohesive visual narrative. This commercial work thrives on the balance between crisp detail and approachable energy, effectively highlighting the brand's commitment to quality while maintaining a fashion-forward edge. Through the expert use of beauty light techniques, the project creates an inviting atmosphere that speaks directly to the contemporary consumer, framing the Grippy Serum as an essential tool for achieving a radiant, high-shine finish. The result is a clean, intentional execution that underscores the brand identity, proving that beauty campaigns can be both technically demanding and effortlessly engaging in a competitive digital space.

Maybelline · Cloudtopia Blush

Maybelline dives headfirst into a dreamlike aesthetic with its Cloudtopia Blush campaign, a masterclass in modern beauty photography that prioritizes vibrant color saturation and playful, high-energy textures. By leaning into a cohesive pink palette, the visuals establish a bold, contemporary identity for the product, bridging the gap between high-fashion editorial polish and accessible cosmetic retail. The core imagery centers on a striking close-up portrait featuring model Abbey Steinman, whose sharp, thin winged eyeliner and dewy complexion provide the perfect canvas for the blush application. Captured through the lens of photographer Michelle Monique, the series utilizes beauty light and soft light techniques to create an even, radiant finish that emphasizes the product's blendable, airy quality. The styling choices, including the textured pink mesh top and coordinating glossy manicure, elevate the commercial intent, anchoring the campaign in a tangible, tactile reality. With meticulous hair styling by Jeanie Syfu, the project avoids the clinical feel of traditional cosmetics advertising, opting instead for a lively, lifestyle-oriented approach that resonates with current beauty trends. The resulting aesthetic reads as both aspirational and wearable, successfully showcasing the Cloudtopia Blush not just as a makeup essential, but as a key accessory in a broader, carefully curated visual language that feels fresh, youthful, and distinctly confident in its application of color.

Maybelline · Fit Me BB Nude Cream Campaign

For the latest Fit Me BB Nude Cream campaign, Maybelline leans into a sophisticated, minimalist aesthetic that bridges the gap between high-fashion editorial imagery and effective product-led commercial advertising. Captured with a sharp, clean lens by photographer Jason Nocito, the visuals center on a striking portrait of model Madhulika Sharma, who embodies the effortless, natural look central to the brand identity. The project utilizes a live-action technique that keeps the focus firmly on the product's performance, underscored by the precise, elevated fashion styling of Clare Byrne. The creative team orchestrates a delicate balance of urban texture and skin-focused clarity, with the soft-focus street setting providing a grounded, contemporary backdrop that allows the key benefits of the BB cream—SPF 50 protection and a signature dewy finish—to take center stage. Makeup artist Alexandra French complements this approach by highlighting the skin-improving qualities of the formula, resulting in a cohesive visual language that feels both aspirational and accessible. By integrating product cutouts and tactile graphics with high-end portraiture, the campaign effectively translates the fluidity and smooth texture of the cream into a compelling visual narrative. This work serves as a masterclass in beauty marketing, prioritizing a clean, refined aesthetic that resonates with today’s consumer demand for authentic, multi-benefit cosmetic solutions that prioritize both style and substance.

Maybelline · Be You

Maybelline’s Be You campaign is a series of cinematic vignettes that traverse urban night settings, industrial interiors, and natural landscapes. The project highlights individual expression through diverse portraiture and energetic motion sequences. Produced by Mustache, the work relies on a live-action technique characterized by fluid camera movements and rich colour grading. The visual execution emphasizes authentic movement against varied city and outdoor backdrops.

Maybelline · Sky High Melody Maker

Maybelline · Only in Matte Ink

Maybelline · Cloudtopia cheek & lip mousse

Maybelline introduces the Cloudtopia Cheek & Lip Mousse in a beauty campaign featuring model Yenni Schwan. The imagery highlights the product's whipped texture and matte formula through a surreal, cloud-filled visual landscape. Photographer Jason Nocito captures the subject in a saturated palette, working alongside stylist Clare Byrne and makeup artist Alexandra French. The campaign leans into a polished, high-contrast aesthetic, utilizing beauty light to emphasize the vibrant blush and eyeshadow tones.

Maybelline · Super Stay Teddy Tint

Maybelline introduces the Super Stay Teddy Tint in this commercial beauty campaign. Captured by photographer Peter Ash Lee, the imagery highlights the product's matte finish through a lens of stylized, high-saturation color. The campaign features model Juliette Andrews, incorporating playful props and distinct textures to define the product's identity. The aesthetic leans into a polished, saturated look, utilizing beauty light to frame the lip tint's packaging alongside thematic elements.