As the beauty industry adapts to the ever-changing market created by coronavirus, MAC Cosmetics in the US has launched a brand new collection called MAC Underground.
Instead of launching each of the products in the extremely limited-edition collection in one go, MAC Underground has been set up as a way for the global makeup brand to release individual items at “hyper-speed”.
This means the brand can create new lines that can be put into the hands of MAC fans sooner than current supply chains and processes work.
Over the coming weeks and months, anyone who has signed up to the MAC Lover loyalty program will be notified each time a new product becomes available.
However, there will be limited numbers of each product available each time and once they’ve sold out, you won’t get the opportunity to buy them again.
Sadly, at the time of writing, this loyalty program is only open to people with US addresses.
The first product to launch under the MAC Underground sub-brand is an Extra Dimension Skinfinish highlighter in a shade called Precious.
Released to coincide with Pride events across the globe, the highlighter is a blend of pastel rainbow colours.
“As a brand with a creative soul and a long history of ‘firsts,’ we’re always tinkering, always learning, always creating,” explained Ukonwa Ojo, MAC’s global chief marketing officer and senior vice president of global marketing.
“Through MAC Underground, we have the opportunity to bring products we’re loving at the moment directly from our development studio to our community in small, limited-edition, batch quantities.”
According to MAC, “the prismatic qualities of the new multicolour powder” helps sculpt and highlight facial contours like the tip of your nose, your Cupid’s Bow and your cheekbones.
You can read more about how to contour and highlight in our beginner’s guide to contouring.
The downside is that it doesn’t appear that the MAC Underground program is available in the UK. When you click on the link, you’re taken to the US version of the site and are shown the products in dollars, rather than pounds.
The Precious highlighter costs $30, which converts to around £25. You also need to have a US address in order to access the MAC Lover and MAC Underground program so we’ve got everything crossed that this scheme comes to the UK soon.
If you are based in the US, though, get involved!
Victoria is founder and editor-in-chief of mamabella, freelance journalist and Mum. She has a passion for empowering people to feel beautiful whatever their age, size, skin type and budget