MAC taps K-pop’s ELLA to power its Gen Z beauty play

MAC Cosmetics has named Korean American singer and MEOVV member ELLA as its newest Global Brand Ambassador, reinforcing the beauty industry’s accelerating shift towards music-led cultural figures as a primary route to Gen Z relevance.

The long-term partnership sees ELLA step into her most expansive global beauty role to date, positioning the rising K-pop star at the centre of MAC’s next chapter. The appointment reflects a broader industry pattern, as beauty increasingly becomes the first point of entry into global brands for younger consumers, prompting companies to invest in artists who can translate influence into long-term brand equity.

ELLA’s first campaign with MAC will launch the expanded Powder Kiss franchise, introducing two new innovations: Powder Kiss Hazy Matte Lipstick, a softly blurred, hydrating matte lipstick, and Powder Kiss Lip + Cheek Mousse, a weightless, multi-use formula designed for a diffused wash of colour across lips and cheeks.

Shot by renowned photography duo Inez & Vinoodh, the global campaign will launch in early January 2026, with a UK and Ireland on-counter date set for 8 January 2026.

ELLA said: "Growing up between different cultures and creative worlds, MAC was the makeup I practised with, the makeup I wore on stage, and the makeup I kept returning to as I figured out my own style,” she said. “It’s always encouraged me to experiment, transform and express who I am in the moment – and stepping into this partnership now feels like the right next chapter for me as an artist."

MAC Global Creative Director, Nicola Formichetti, added: "ELLA represents a fresh expression for MAC — an artist who naturally unites different cultures with quiet confidence.

"Her unique perspective and calm self-assurance offer a fresh, approachable take on artistry and serve as a reminder that everyone belongs at MAC. Introducing our collaboration through our next-gen Powder Kiss innovations — which offer a softer, more sophisticated take on matte — feels especially fitting, as ELLA’s effortless elegance mirrors the softness at the heart of these modern formulas."

The appointment comes amid intensifying competition for cultural relevance in beauty. Recent moves - including Chanel naming BTS member Jung Kook as Global Ambassador for Fragrance & Beauty - highlight how K-pop talent is increasingly viewed not simply as campaign faces, but as cultural assets capable of shaping global consumer behaviour.

Last week, MAC also announced Grammy-winning singer-songwriter Chappell Roan was joining its Global Brand Ambassador roster. Roan will star in global campaigns beginning in 2026, with the brand promising "exclusive surprises and bold creative moments" throughout the long-term partnership.