Tinashe Named Face Of MAC's "Future Forward" Campaign Alongside DeJ Loaf, Halsey, Lion Babe

M·A·C pairs up with a powerful generation of women who are reshaping music's future in a series of exclusive collaborations. From the crusading pop up Halsey to the soulful R&B/pop jams of Tinashe and Lion Babe's modern funk to DeJ Loaf's electrifying rap, each visionary female taps into the core of her own creative force through a limited edition colour statement.

M·A·C Cosmetics and boundary-pushing pop ingenues have always gone together like two peas in a collaborative pod. Past campaigns have been fronted by Lady Gaga, Mariah Carey, Lorde, Lil Kim, Rihanna, Miley Cyrus and Rihanna -- to name a few. And for the Estée Lauder Companies-owned conglomerate that is sold in more than 105 countries, the symbiosis of these partnerships has always made sense: both M·A·C and their front women have always had mutually massive reaches. But this spring, the company plans to shine the spotlight on a different sector of the music industry.

On March 17, they'll launch Future Forward, the first of an ongoing series of collaborations and campaigns that spotlight newer talent who are making waves within the music industry. “It feels like a great thing to be able to support artists who are breaking through but aren’t necessarily at the top top, to push them forward,” Senior Vice President and Group Creative Director James Gager says of the initiative. “We’ve always done that sort of thing with fashion designers, and to me, it’s most interesting to introduce these artists, as well as our M·A·C fans, to new people."

For the debut capsule, Gager worked with artists Tinashe, Dej Loaf, Lion Babe’s Jillian Hervey and Halsey -- most of whom landed on the Billboard charts for the first time last year. “They run the gamut, but obviously they're hitting different people in terms of who listens to their music,” he notes. “I think it shows a breadth of what M·A·C is about. When [the artists] came into the office, they each had unique personalities: one of them was very shy, another very outspoken." [READ MORE]