Hourglass Cosmetics has appointed singer-songwriter Gracie Abrams Global Brand Partner to promote its “expanded” range of complexion products.
The 25-year-old Grammy-nominated artist fronts the make-up brand’s ‘Any Time, Any Place, Any Wear’ campaign, which aims to demonstrate how “radiant skin can be a canvas for personal storytelling and self-expression”.
Shot by photographer Ben Hassett, the campaign showcases how Abrams “glowing complexion remains constant” even as the light shifts throughout the day.
Each image is time-stamped to showcase the long-lasting wear of the Unilever-owned brand’s Vanish Airbrush Concealer, Veil Hydrating Skin Tint and Illusion Priming Moisturizer.
Talking about the campaign, Hourglass Cosmetics founder and President Carisa Janes said: "I have always drawn inspiration for the brand from light and the way it highlights the skin's natural beauty.
“With this campaign, we wanted to show that even as everything around you changes, the one thing that remains the same is a glowing complexion."
Abrams, who is best known for hits ‘That’s So True’ and ‘I Miss You, I’m Sorry’, has five million Instagram followers and 2.8 million TikTok followers.
Talking about the partnership, Abrams said: "When I am writing a song, I do not think about performing it.
“I try to shut out the noise and focus on being truthful.
“When I am wearing make-up, it is the same – I do not want products that cover up who I am.
“Hourglass products let me stay true to myself no matter the time or place.”
Abrams' make-up artist Emily Cheng will also reveal how the singer achieves her “glow” via an Artist in Residence programme at Hourglass Cosmetics’ new global flagship store in New York, US.
Taking place on 5 April, Cheng will be available for masterclass and appointment bookings, presenting how to achieve a radiant glow.