From her days practicing makeup to performing on stage, the MEOVV member says this partnership feels like the right next chapter.
Summary
- MAC Cosmetics has named Ella Gross of the K-pop group MEOVV as its newest global brand ambassador to bridge influences from the East and West.
- The partnership begins with the campaign for the new Powder Kiss Hazy Matte Lipstick and the multi-use Powder Kiss Lip + Cheek Mousse.
- Gross cites her upbringing across different cultures and her long-term personal use of the brand as key factors in this collaboration.
The intersection of K-pop and heritage beauty giants continues to yield some of the industry’s most compelling visuals. The latest shift in this space comes from MAC Cosmetics, which has tapped Ella Gross, a member of the group MEOVV, as its new global brand ambassador. The move signals the company’s intent to connect with a generation that values unapologetic artistry, a quality they identify in the young star’s impact on both music and beauty.
For her debut campaign, Gross is not just a face but a canvas for the brand’s latest texture innovations. She fronts the launch of the Powder Kiss Hazy Matte Lipstick, a product designed to deliver a blurred, matte finish. Accompanying the lipstick is the Powder Kiss Lip + Cheek Mousse, a lightweight and multi-use formula meant for quick application on lips and cheeks. Both products aim to capture Gross’s signature aesthetic, which is described as subtle yet fresh.
The collaboration relies heavily on the idea of merging influences from the East and West, mirroring Gross’s own background. According to the brand, the partnership fits their longstanding focus on self-expression. For Gross, the relationship with the makeup giant predates her professional career.
“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,” Ella says in a press release. “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.”
This appointment marks a significant moment for the Powder Kiss line, positioning it as the tool for a modern, cross-cultural beauty look that prioritizes ease and impact.
