After designing a clothing line for British retailer River Island, Rihanna has landed an unprecedented deal with MAC for her own line of cosmetics.
MAC and the pop star have teamed up for a series of color cosmetics called RiRi [Hearts] MAC that will launch later this year.
“When you think of makeup, the brand that pops into your mind—for something legit—is MAC,” Rihanna told WWD. “Whatever color you want, it’s like ‘Let’s go to MAC.’ I’ve been using MAC on tour for such a long time it was a natural fit for me. I have always loved makeup, and I always said that if I do it, I want to do it with a credible brand.”
The first release will be RiRi Woo, a lipstick inspired by her favorite MAC red, Ruby Woo. The product will debut at Rihanna’s “Diamonds” tour shows on May 4 and 5 at Brooklyn’s Barclays Center, where MAC will open a pop-up shop on the first night to unveil the line.
Although MAC has partnered with pop stars in the past including Lady Gaga, Nicki Minaj, and Azealia Banks, this is the first time the brand has worked with a celebrity beyond a one-off product.
“We always say that MAC likes to go on a date but doesn’t really want to go into a relationship,” said John Demsey, group president of the Estée Lauder Cos. Inc., MAC’s parent company. “This relationship with Rihanna is a long-term one that involves the development of four distinct color initiatives.”
The four collections will roll out throughout the year. As creative partner, Rihanna’s name will appear on the packaging and her signature will be stamped on the lipsticks, as well as the upcoming fall and holiday collections.
“This is a true, organic collaboration based on mutual admiration and respect. These four collections are like four tracks on a Rihanna compilation. Each one has its own vibe, look, special makeup packaging and flavor. This is really the convergence of pop culture, fast fashion, and iconic style and makeup,” said Demsey. “She’s a star. The world follows her look—how she wears her hair, her nails, her clothing, how she styles herself.”
A campaign for the fall and holiday collections has already been shot with fashion photographers Mert Alas and Marcus Piggott, while industry experts estimate that the line could pull in $15 million at retail globally.