Global makeup brand, MAC cosmetics has adopted streetwear’s classic drop model through the launch of the MAC Underground program.
With a growing number of beauty brands embracing the exclusive drop model, MAC has become the latest beauty retailer to embrace this business model.
This week, MAC launched its MAC Underground program, which offers limited-edition drops exclusively to MAC’s Loyalty Program members in the US.
The first product featured a highlighter launched for Pride, and sold out of its 1,000 total units within 55 minutes.
It was launched only to members of the brand’s loyalty program, many of whom were spurred to sign up for the program after seeing the drop teased on Instagram.
The Extra Dimension Skinfinish is a multidimensional and multichrome product containing “saturated prismatic pigments baked all the way through the powder.”