Why MAC Cosmetics, Lancôme and more are betting on micro-celebrities to boost business

Published: 27-Mar-2025
Marketing

Beauty brands are opting for micro-celebrities to serve as their brand ambassadors in 2025. Marketing expert and Advocacy Consultant Camilla Craven explores this shift in direction

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When MAC Cosmetics announced TV personality Martha Stewart as one of the faces of its ‘I Only Wear MAC’ campaigns in February 2025, the industry’s initial reaction was a collective murmur of surprise. 

Why would one of the largest beauty brands in the world – known for bold self-expression, cool and artistry – choose someone synonymous with homemaking and a past legal controversy?

But the sceptics were quickly proved wrong. 

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