The Rise and Fall of MAC Cosmetics

[@AbsFabbs]

Mac will never go out of style in my opinion. Back in the 90s Mac was the only makeup brand that carried dark shades. For that reason a lot of millennials and gen x are very loyal because they were the first to support us. I remember begging my mom to buy Mac makeup in the 90s. I still have drawers full now at over 40. I will always support them because they supported me. Plus their stuff is better than the trendy stuff that’s popular now.

[@underskinYT]

What’s great about that is they didn’t need someone (ie customers complaining like we have now) to tell them that there was no products for POC, they were just in the community, and noticed that their friends had nothing. To me that shows a real desire to be there for everybody, judgement free inclusion. Especially in that time when there was just nothing.

[@AbsFabbs]

@@underskinYT exactly!!!!

[@miss.mercedes.monaee]

I completely agree with you!

[@DeltaChi16]

Same!! I’m a little disappointed that they’ve discontinued certain lip colors, but MAC will always be in my makeup bag. I remember in college only having two options for my skin tone and MAC seemed to have a more younger/cooler brand. They still deliver the quality I’m used to.

[@AbsFabbs]

@@Ray-lj1se by the 90s fashion fair was dated and makeup your mom might wear. My aunt loved fashion fair but always looked like she was melting. Mac was popular for my generation.

[@Garyforshort]

MAC has always been a staple. So many brands change their agenda according to politics and culture but mac has always supported queer culture whilst also delivering a good quality product.

[@tomjones2157]

It's overpriced and most don't work for me! So not a staple.

[@missstargazer9174]

Mac is a staple but they’ve raised prices and dropped quality and creativity as example of the sims palette they brought out

[@underskinYT]

I agree that theyre really a staple now, I know their formulas have changed slightly but I dont agree thats been a reduction on quality

[@Garyforshort]

@@underskinYT agree

[@elenadiamond9327]

They are a staple but I hate how they discontinue alot of shades and products...

[@lauravampire1276]

Even if Mac isn’t as big as they used to be, I appreciate how progressive they were from the beginning. Their lipsticks will forever be held dear to my heart.

[@mercedesvelasquez8781]

Again so sad they reformualted their og lipstick I am a huge fan of the og matte formula now been hunting down on amazon, ebay and even posh mark formthe og formula in my favorite shades lol

[@alienated1847]

I just bought two MAC items just last week and ive been in love. To me MAC is the pinnicle of luxury makeup, not Dior or YSL. I remember my mum bringing me to MAC counters when I was a kid and the vanilla smell of the lipsticks being so intriguing. To be able to buy a lipstick and an eyeshadow pallete is a dream come true of mine since I was 9. I hope MAC is here to stay

[@underskinYT]

To me, MAC it’s luxury make up for make up people, whereas Dior and Chanel are luxury make up for people that like fashion a bit more (tho their products are quite good too ngl)

[@sweethomealamanda]

But honestly, I wouldn't consider MAC "luxury" makeup at all as its price point and packaging are mid range. They are iconic tho, that I agree. It is sad though, bc I just realized that out of my (ridiculously large) makeup collection... I no longer have one MAC palette, and that does make me sad. I need to change that, even though I don't need one. 😉 (I love seeing Erin Parsons! adore her❤)

[@alienated1847]

@sweethomealamanda I get that! I live in Singapore though where MAC products are a lot more expensive with a lipstick from MAC costing around $50 more or less each, so that's part of why it's luxury to me! In comparison, YSL is around $60 so to me MAC and YSL is in the same ship, maybe just at different ends. Drug store makeup is also more expensive in my country with a maybelline lipstick costing around $20. Everything here is generally more expensive even though the US and SG dollar are very similar due to taxes being included in retail price and shipping costs. SG is a very expensive place to live in, so if anyone were to spend at MAC, it would be considered splurging especially since makeup culture here isn't super strong, with Sephora displays usually being very small and shade ranges wayy more limited

[@chids]

@@sweethomealamandai do not think they are mid-range they’re definitely high end

[@michaelaurban4120]

@@sweethomealamandaI adore Erin Parsons 👍🏻👍🏻👍🏻👍🏻!

[@Facebodyfx]

My very first lipstick was Viva Glam I. I was in college and purchased it at Nordstrom. I loved the chocolate smell and thought it was the most beautiful red. I am 56 years old and still wear it.

[@underskinYT]

Woooow I tried so hard to find a picture of it, shame that side of beauty is hard to find these days really

[@annidee]

What a nice memory, and the color looks great on you I bet! I’m almost 65 and my mother would stash her eyebrow pencil & lipstick in the kitchen where a mirror was mounted on the inside of the cupboard door. She’d dab on some red lipstick & sketch on a quick brow. That was it. I embrace that same simplicity and lighting placement to just add that dash of color. Sweet memories. RIP, Mom. ❤

[@c.v.3025]

I watch a lot of makeup release content and over the years I’ve seen a lot of brands come up and go under, and a lot of times people theorizing that MAC would be the next brand to go under. But a lot of the older content creators always doubt it because they have a lot of “quiet consumers”. All that means is that the brand is continuing to be successful in the way that it always was. By word of mouth, creation of community, and letting the quality of the product speak for itself. To this day, Down to an Art is my favorite lipstick color from them.

[@underskinYT]

CON.SIS.TEN.CY. (And knowing your audience) its enough and it works, as long as a brand knows their lane and plans for it as they did, its the best way to endure a strong strong brand even in low tides

[@ProMakeupTV]

MAC is owned by E Lauder now they will not go away any time soon.

[@TheCostaChic]

@@ProMakeupTVit’s been owned by E Lauder for 30 years, did you not watch the video at all??

[@TheCostaChic]

@@underskinYTI can’t agree with that either: MAC has lost many loyal customers in the last 5 years by reformulating and discontinuing their core line and products, causing frustration and them moving to another brands. Yes, there are still many left very loyal customers left but mainly because those changes haven’t yet gotten to them, but I know so many who from having exclusively MAC products now have maybe 2-3 because rest was changed or discounted.

[@ProMakeupTV]

@@TheCostaChic sorry miss spoke lol

[@rrenatabp]

Honestly, I'm tired of influencer marketing and brands pouring money on cringey content creators so I'm glad mac isn't relying too much on it, even if I undertsand it can be very helpful for brands

[@WilliamsPinch]

Omg yes! I have had enough.

[@mercedesvelasquez8781]

​@@WilliamsPincheventhough this cpst m.a.c a lot aka falling off the map with a lot people but at least they stood their grounds on not relying on influencers. The only good influencer they ever did work with was Patrick Starr who went onto creat his own phenomenal make up brand..

[@shanelbryant5638]

If I remember right, the only influencers I ever saw using MAC were current or former MAC artists

[@tiffprendergast]

@@WilliamsPinchyup

[@LtheGoddess7]

I started being a MAC customer in the mid 90s, then went on to work for them off + on for a total of 5 years. I started at the flagship Seattle Nordstrom counter-right after the Lauder buy out. It was an AMAZING time to be part of the company as we were a test region as MAC, not Nordstrom, employees. So there was a ton of fun, freedom + support! A LOT has changed since then and the biggest part is that MAC is no longer an art/artist centered company, which breaks my heart. Under Lauder, it's become much more about numbers + financial bottom lines than artistry and play. It might not be obvious to consumers but those of us close to the culture know that it's just a standard corporate company now.

[@mantronixtube]

plus rupaul looks so gorgeous here …. also i was young but around when we started seeing mac in the 90s…. i was in la and i remember that the mac counter was always insanely busy . you could only really get unique colors from mac . the quality was good. they were so forward …. recycling …. fighting aids …. no one did that back then . i remember my young hip uncle worked at the famous one in nyc …. i think a lot of successful. creative people worked there . i don’t feel this kind of excitement or joy ? elation ? when i think of any makeup or clothing brands like we did then

[@underskinYT]

Its so rare for a company to have that genuine community or tribe behind it, so for Mac to harness that so genuinely is a real feat

[@ilyak8987]

They also made it possible for customers to purchase individual shades and create their own pallettes, which wasn't that common back then. It was a brand for the makeup enthusiast!

[@tiffprendergast]

Bleh

[@TwanWu]

I think when the cosmetics industry bubble inevitably bursts MAC would re-emerge as the best of them all. They have one of the widest range of products/formulas on the market. You can almost dupe anything by any other brand out there (barring indie brands) with something from MAC. When other brands endorsed influencers left and right, MAC stayed calm and mostly did small collabs (one lipstick per influencer). When other brands created trendy products to stay hyped, MAC realized those wouldn't last and waited it out (they never made dry crusty matte liquid lipsticks even though those were all the rage back in the day). When American influencers blasted MAC for being old fashioned (in reality they were just mad MAC didn't kiss their asses the way other brands did) MAC quietly built a huge following in other markets including Asia, which ironically is becoming a new beauty capital and setting trends for the West to follow. MAC in my eyes is proof that quality is always better than trends.

[@dahlia_day]

They definitely made dry crusty matte liquid lipsticks.

[@underskinYT]

You know what I always thought was special? During that era of influencer beauty marketing boom, MAC did more with underground icons like amanda lepore, doubling down on their unique pov in the market. Really, theyre the only brand from that era that not only has not compromised at all on the initial ethos (save for the animal testing, but they were forced into that) but have doubled down on it to champion their core clientele

[@TwanWu]

@@dahlia_day I personally have tried most of their recent liquid formulas and even the driest (retro matte) was far more comfortable than let's say Kylie or Kat von D. But if there were a drier formula than those then probably yes, it would've been crusty for sure.

[@dahlia_day]

@@TwanWu The KVD ones are the worst. Unwearable, IMO, which is a shame because they stopped making their awesome bullet lipsticks.

[@20-NYC]

They def made dry crusty liquid lipsticks in fact they were the ones to start it… now they make claims on how there lipsticks last 8 hrs as soon as you eat something slightly greasy the lipstick smudges all over the face making you look like a clown.

[@jimmidominguez6875]

Netflix should make a show about their story!

[@Anonymous36]

Personally, I'm just happy RuPaul is in the thumbnail. To me, undoubtedly the most iconic of Mac's promotional images

[@underskinYT]

I wouldve done the franks but theres no useable photos of them 🤣

[@mothernaturesapothecary]

It absolutely is. I can’t think of MAC without thinking of that iconic campaign image

[@GifaLockhart]

I will always love MAC and it was cool to learn that the company has always had the same values as me. I grew up as the only East Asian in an all-white town who was obsessed with make-up since I was a little kid. In those first 10 years of starting to play with make-up, I never found the right concealer or foundation shades until I found a MAC counter which was an hour's drive away. Once I found the Pro Longwear concealer in NC30, I never looked back and I felt i actually did belong in the beauty space for the first time in my life ☺️

[@underskinYT]

The way they were already championing POC from the get-go speaks volumes to the founders ideals, in a world that was so dismissive, they refused to be and they have a loyal audience for that reason; inclusivity without bounds

[@amakeupjourney]

For those that don’t know, Victor Casale is still in the business, including bringing back some old MAC formulas, with his brand MOB Beauty.

[@pinkly9smooth]

I did not know he was behind Mob! Their sustainable packaging is great!

[@glambygabbydetroit]

MAC was my first love in makeup 🥲 the brand will always hold a special place in my heart

[@underskinYT]

Wow, to be introduced to MC that early, that’s a lucky introduction

[@brittneybrisbin744]

I never knew anything about the history of MAC Cosmetics. I recently bought "Sin" at my local mall, and I felt guilty for doing so (because it cost me over $20). Now knowing however that the brand was created by a gay couple, had women and drag queens at the forefront of their customer base, and did so much to fight AIDS and champion inclusivity at a time when neither of those things mattered to most makeup brands, I don't feel so guilty. I feel more like, as a woman and a lesbian, I'm honoring the history of my community.

[@underskinYT]

As a gay™️ I approve this message

[@classassignment3643]

12 years ago, I left MAC after being with them for 10 years. Things were starting to get bad then. They were cutting costs in a way us long devoted staff really felt. I can’t imagine how it is now.

[@WilliamsPinch]

Just had a close friend leave the company after being treated like she was working for charity. I think the freestanding stores will go next.

[@susanjennifer161]

It's so bad that nobody wants a job going begging!loads of work not enough money or training. Our stand alone store closed in our town.

[@markjohnson2257]

Thanks for the deep dive. I remember MAC was very unique back in the day. They really stood out amongst all the other brands. I remembered their really cool Viva Glam campaigns with various celebrities. It seems there is just too much competition these days and MAC has gotten lost in the shuffle. MAC is sold at Ulta but not on the Sephora website at least in America. This is a HUGE issue because traditional Dept stores are dying so having a brand sold here and not at Sephora/Ulta with all of the other "cool" brands does not help if they want to be seen as modern and current.

[@underskinYT]

I dont know if they really want to be seen as modern or cool though. Theres certainly merit added by double downing on their core audience of MUAs and creatives, it will help them not lose brand equity

[@markjohnson2257]

@underskinYT- You make a good point. I could have worded my statement better. I was trying to say that in order to be visible and relevant in an extremely crowded and competitive industry, it would be helpful to be carried in Ulta and Sephora. l was around during the height of their popularity/influence. Many in the younger generation may not have even heard of them. As you stated, someone is still buying their products so they clearly have an audience. I just hope they can get a new generation to get excited about their offerings in order to continue into the future and not slowly fade away. It is ROUGH out here in the beauty/makeup streets😱😰🤣🤣🤣. Brands are coming and going at the speed of light.

[@CallmeCalypso]

Agreed

[@allytrudie864]

Never ever count Mac out. It was the first brand I bought as a teen in 1995 and I still use two of the exact products I did back then and a few more staples I’ve picked up along the way. They have the best lower lash mascara I’ve ever found. Waterproof as sh**

[@michelledillman6381]

As a soon to be 58 yr old fashionista woman ….. Mac spice lip liner is still the GOAT …. My fav ….. and still a dance performer….. bellydance ….. Russian Red matte lipstick is the one I always use! Love 💕

[@underskinYT]

I think Erin Parsons found a dupe for spice, right?

[@oflinkey]

MOB Beauty has a spice dupe. It is suspected to be the original formula because Victor Casale is behind MOB. It is called M1990. I was around for spcie in the 1990s and this is basically it.

[@oflinkey]

@@underskinYT MOB Beauty has a spice dupe. It is suspected to be the original formula because Victor Casale is behind MOB. It is called M1990.

[@KuwaitiHabibi]

Personally, I use a lot of Mac makeup. Their Face & Body foundation (now called Studio Radiance I believe) is the only undetectable foundation I’ve ever used. It’s incredibly transfer-resistant and still gives a dewy finish. Their brow pencils are unmatched, and the iconic Mac Studio Finish concealer is practically creaseless! I’m no makeup artist, but I know a good product when I find one. After writing this, I realized many of these products have been around for a while. Mac products might not be the most innovative anymore, but they’re irreplaceable staples in my makeup bag. P.S.: Thank you for this informative video! Xx

[@graysonevans9066]

MAC being nothing but profit driven certainly became the case tenfold when Lauder bought them. They just fired 3/4 of their trainers last year (people who’ve been with the company for 15,20,25,30+ years) then had the audacity to brag about record profits and “cutting labor costs”

[@S.Uranus]

Disgraceful.

[@underskinYT]

Unfortunately that “cost cutting measure” is often touted as a good thing with companies 🙄

[@loracondon7276]

I knew a lot of trainers who quit when Estee Lauder bought them because they treated them horribly and these were the people that built the company in New York. Estee Lauder is of the devil

[@susanjennifer161]

You buy your competitor and you let it wither Ergo Too Faced

[@marshalhartman2483]

Just joined your Patreon. I can’t speak highly enough of your content.

[@underskinYT]

Oh really? Thank you so much 🥰 My next two-three to patreon Im planning will be beauty 🥰

[@underskinYT]

Can you let me know on Patreon what youd like your name to be in the credits please? ill add you in 🥰

[@sj6546]

As someone who was with MAC from ‘91 on this was very accurate. We worked for MAC because of the amazing culture and products Frank and Frank created. They were the heart and soul of the company. EL let MAC be MAC - until they didn’t. The products are still great but the culture is gone. Thanks for the walk down memory lane, I was proud to be a part of many of the times you highlighted.

[@underskinYT]

What a special time to have been with Mac, I’m glad that you feel proud for that, we really haven’t had a company that fills that kind of a desperate need fir acceptance since them and I’m so glad they can be remembered in such a grateful way

[@NPenn-pn8vh]

Love your content - so consistently compelling and thoroughly researched, you’re a standout

[@underskinYT]

That makes me so happy to read thank you so much 🤍

[@ghstbird3338]

I was living on West 10th in Greenwich Village in the 90’s, I believe MAC first store was not far from me. They were on Christopher Street, near 7th Avenue, just a block over from where I was. I remember that little store being cutting edge, sleek and very chic for the time. Oh, the good ole’ days of Manhattan ❤️🙌🏼💗

[@EXOL_1485]

I think it has been rising in popularity in recent years with their new releases. I've only used a newly released lipstick and it's honestly stunning. Great formula and everything. Will watch your full video after I finish studying

[@underskinYT]

I agree its definitely back on the rise, I dont *love* their palettes, only because its a but against the original ethos (tho the palettes look gorgeous) but other than that, its so well branded. Very strong.

[@5naf6]

i love the formula of the new macximal lipsticks!!!

[@luxlagerfeld]

MAC is iconic. I still use their products religiously!

[@underskinYT]

Iconic!

[@delia_watercolors]

I appreciate MAC for 1) their great formulas and 2) their excellent makeup artists working on the floor. As someone with a diffocult skintone, I always have to shop in-store. US brands don't carry very fair foundations with blue undertones (i had a custom mix foundation in the '00s and I stretched it for a decade as the brand that offered it closed!). Recently, i wanted to try contouring. 5 stores later and 20 different brand tests later, a MAC makeup associate gave me a light grey/ taupe eyeshadow. It worked! They always think out of the box and aren't afraid!

[@underskinYT]

I agree so wholeheartedly. For stage make up I can get away with it not matching, but Im so painfully pale that theres so few options for us translucent folk. Im so grateful for the subtleties of MAC, and I know I cant be the only one

[@beatlebrarian]

I remember when I first saw the RuPaul Viva Glam campaign. I also watched the show on VH1. I was 11. Living in the middle of nowhere in Indiana I dont think i even had access to the brand until close to 2000... But I ran to that shop and was so excited! I did not forget.

[@nunisnowden]

MAC should put you on their marketing team-what a well rounded video 🙌🏾

[@underskinYT]

Dream job 🤍

[@camiwelch8591]

I remember getting my 1st high end lipstick and it was the Rihanna viva glam lipstick and remembering how powerful i felt putting it on. To this day I still love MAC lipsticks and blushes

[@underskinYT]

I remember those adverts so explicitly

[@Mrskess]

MAC’s price increase in the last 2-3years has been ridiculous. £17.50 lipsticks 3 years ago are now £25. ( but the same as other EL brands all had 2 price increases per year in the last 3 years)

[@AlexiaInbloom]

I am genuinely so excited to watch this video. I know a lot of hard work went into this. Thank you.

[@underskinYT]

I adored working with Dr Andrea Benoit for this, she was really so great, and Im so grateful to Charles Jeffrey for the insight into their ongoing support today

[@Sewicide]

MAC jumped the shark when they shrinkflated the pigment, effectively doubling the price iIrc. That was a slap in the face for their MUA fanbase.

[@labyrinthwomb]

I started doing youth theater when I was in high school. Our volunteer makeup artist was an opera singer who swore by Mac, and everything we used was either Ben Nye or Mac. That was 20 years ago, and I'm still a Mac girl to this day.

[@underskinYT]

Okay but Ben Nye back in the day is how you KNOW he was an OG, that was *the* brand for drag queens back then and I remember shipping it to england and introducing it to my drag friends and all of us loving it

[@JollyCelery]

I had a HUGE MAC collection back when I first got into "adult" makeup. I was at that counter every week, and I think I had every eyeshadow single they made along with the double sided palettes. I stopped using them a long time ago, mainly because compared to eyeshadow formulas now, most of them fell short for me. You can get higher quality, better pigmented shadows for a lot less money now. That said, MAC holds a special place in my heart because my very first MAC purchase was the lipstick in Shhh. I loved the color that Agent Scully wore on the X-files and found out it was this. I then bought the shadow single in Orb, and to this day it is my favorite shadow of all time. I think their lipsticks are still among the best and their bronzers are amazing because they make cool toned, rosy hued ones that I love.

[@karlik.6505]

Erin Parsons should definitely be highlighted here. She's fabulous, beautiful and her beauty product reviews are so so fun!

[@underskinYT]

She used to work for the brand too! I often use her videos on antique makeup, shes one of very few talking about history bits

[@maniatzanetakou]

This was such a detailed video, MAC is such a huge company, it has been going on for decades and it's history and impact is too big to put into words. However you managed to present an overall image of its history so far, for someone perhaps that has never interested in the brand and didn't know much about it.

[@underskinYT]

I’m so glad you enjoyed it

[@dahlia_day]

I disagree with the analysis of MAC's "fall" here. Fifteen years ago, I had a cabinet full of MAC. I owned nearly every lipstick, dozens of blushes, tons of eyeshadows, multiple foundations, a dozen skinfinishes etc. But in the last ten years, MAC stopped maintaining the integrity of its core lines and instead started pushing out special collections over and over and over again. They were often difficult to get: you had to hustle to get them, be on the website at the exact right moment, swap for them etc. Frankly, it was a lot of work to get some lipstick and eyeshadow. At the same time, the quality was going down. They started pushing out duds that were supposed to be opaque but went on patchy, eyeshadows with low color payoff, etc. I find the idea that MAC isn't trendy and that part of that is its poor use of social media to be off. From 2000-2015 or so, MAC didn't need a social media presence, because every beauty guru bought every product in every collection. This fell off not because people stopped wanting quality bold color, but because MAC's quality dropped at the same moment when other brands like KVD, Urban Decay, Colourpop, Lime Crime, etc started stepping up.

[@underskinYT]

Thanks for disgreeing, of course the experience of the brand is nuanced so everyone will have a different experience. I of course know that not everyone was happy with formula changes over the years, but its an inevitability for most companies and largely it doesnt seem to have affected sales much. Its still a great formula that has the same effect, just its slightly different in application, as for the eyeshadow, I just dont know of a really bad dud, luckily for their model, if one shade doesnt sell as well they just dont need to produce as many, its a bit freeing in that way I suppose for them I do think youre right in your competitors though, the rise of cheaper brands like colourpop and Kat Von D did cut into their wider audience, but this could also explain why they wanted to keep their core audience close. No professional make up artist was actively choosing colourpop over MAC because the quality is just so vastly different, so in that time they seemed to just wait it out, double down on their core audience and go from being a star to a cash cow, choosing to allow the cheaper brands to play around, while keeping themselves firmly branded as elite make up. In a way its a confidence rarely seen in brands

[@TheCostaChic]

I love your videos but this is the first time I can’t agree with you: MAC has DEFINITELY lost their core values and core appeal. I was a MAC artist 10 years ago in the peak of commercial heyday and what MAC is now is a shell of what it was 10/20/30 years ago. Their Back2MAC is now cancelled, their Viva Glam campaigns are definitely not what they used to be, they discontinued core iconic products and changed shades on the ones remaining, their artistry influence has definitely diminished, they don’t cater to MUAs how they used to focusing on naff consumer products no one asked for, they are no longer inspiring or innovative in artistry field, they cut on training for their staff. I could go on and on. Just such a shame, because it was an absolutely iconic brand.

[@aznzensation]

36 now but MAC studio fix compact is still my go to. It never shatters whenever I drop it, it always photographs well,and the coverage has always been consistent

[@jes6161]

If your studio fix bottle never shatters when you drop it, then you are God’s favorite 😂

[@aznzensation]

@@jes6161 the compact lol

[@jes6161]

@@aznzensation oh the compact?! the compact is even more impressive- still Gods favorite

[@aznzensation]

@@jes6161 I legit dropped it again yesterday lol still didn’t shatter

[@user-cm5tv3qg8o]

I still use the same eyeshadow shades for years. That is quality and luxury

[@reu2002]

MAC were the first brand to give me PR for publication credits when I was a jobbing makeup artist in fashion, so they will always have a place in my heart. So many kit staples. Both reliable and versatile. Face and body, prep and prime powder, spice lip pencil, you will always be famous!!

[@underskinYT]

Oh wow that really is so special, congratulations

[@wordsbygemm]

So interesting! I had no idea about the origins of the brand. I remember following lots of beauty gurus on youtube as a teen and everyone had MAC products. As much as the brand isn't trending/popular at the moment, I think a lot of people still have those staple MAC products that they love, use and repurchase

[@underskinYT]

There are some things that are just irreplaceable

[@ishitajha3596]

One of my favorite parts of your uploads is getting to read the discourse in the comments.. that being said, I believe Mac will always have its loyal consumer base because of their longstanding reputation. My “makeup for special occasions” mom only bought Mac for years in my childhood because of their consistency in product quality.

[@underskinYT]

Isnt the comment section so good? Obviously my knowledge of make up comes in the theoretical and the marketing literature, so hearing how that translates to actual real people is absolutely the most rewarding part of all of this to me. We all have individual experiences that add to a collective, explaining the fortunes of the marketing, and thats so fascinating to me

[@ishitajha3596]

@@underskinYT yeah this video was so interesting to me because i didn’t realize how deep into Mac’s brand identity their support for the lgbt+ community was! my mom was never one to be interested in their social views whatsoever. She simply bought mac because it was the best product at the time. I wish they would’ve stuck to the no animal testing because their lipstick formula is still probably one of the best on the market :(

[@laurapiacentinicasarin8205]

Any good reason they are not cruelty-free anymore since this is the trend in fashion lately? Its a weird change going in the other direction when there is so much public attention and desire to things go cruelty-free now.

[@littleblackpistol]

Because they wanted to sell in China which demands animal testing, old school style, on all products sold there.

[@underskinYT]

Well when they were acquired they *had* to start trading in china to avoid losing the trademark to their own name. If they didnt they couldve lost their whole business. However, now China have rolled back those rules, I dont doubt the make up will become animal testing free soon (though thatd mean another formula change, which wouldnt be good)

[@eliethia_munay]

Go Vegan! 😘🌱

[@laurapiacentinicasarin8205]

@@underskinYT Couldn't they go back to old formula of the 90s that was cruelty-free and good and everyone liked a lot? I dont understand much about cosmetics formulas, but maybe they could do it again, unless they were using something that is not possible to use anymore...

[@abbyc.4458]

This is the main reason I sadly stopped buying

[@avaelizabeth4808]

Their online website design is awful.

[@mantronixtube]

it’s estée lauder running the show so … it’s just a lot of corporate nonsense

[@elenadiamond9327]

@@avaelizabeth4808 so true! It is always crashing. Such an unpleasant experience.

[@AmaanStorm]

I'm a makeup artist that's worked in beauty retail, and I remember when the brand really started losing its footing in the beauty sector in the mid to late 2010's. Aside from prices, they haven't moved forward with their products. The formulas remained pretty much the same, and they just repackaged the same things again and again under the guise of a 'new' collection. I remember hearing a crisis meeting being held with MAC management across the UK to figure out how other brands (at the time) such as Urban Decay & Bare Minerals were doing so well, yet they themselves were struggling. They stopped focusing on artistry as a main focal point as the brand and weighed in heavily under the 'cash and wrap' trend to get the money in the tills. Also, the consumers move towards the e-commerce brands, and then the arrival of Fenty Beauty & Charlotte Tilbury, has really dented their success somewhat. I do believe MAC will have a revival again. For the past 10 years or so, the industry has governed by beauty vloggers and 'influencers' who lean heavily in to niche brands so they can look cooler and appear like they're ahead of the curve, and brands like MAC have suffered in the process. But as things start to normalise, MAC will likely nudge its way back to consciousness again.

[@lillustpotion]

Perfect listening this morning ty! Pls do Avon 👀

[@pardonmybumbershoot5085]

This video was fantastic. I had no idea that MAC started out in Canada!

[@lydia56]

Thank you for this!!! I feel like Mac is finally coming back to Mac the last two years. The use of tacky influencers, the lack of daring collections, I felt like they lost their way. I have been dedicated since 1994 and it was the only brand I could find the shades and finishes I wanted for my lifestyle in clubland. I think the breaking point was the Kelly Osbourne collaboration, it felt a bit desperate and not in line with previous partnerships which were about art. When Illamasqua came along I switched my devotion, but after Alex Box left I lost faith there too. What I want to see is high art visuals, high concepts, not some 18 year old average girl using the product badly in a low quality video being put on their official socials. It has cheapened the brand immeasurably

[@GregBirkin]

I’m still loyal to the brand, I don’t use everything from them however I still buy the Fix+ and few highlighters. I love they’d always stayed true to their values and collabs with so many icons, celebrities, make up artists.

[@underskinYT]

The eyeshadows for me, I just can’t find anything that compares

[@Kosmokatgirl]

I have 230 Mac lipstick because I used to be a makeup artist. I still have them. They’re in my freezer. I will not get rid of them.

[@underskinYT]

❄️

[@JUser-i9f]

Yes my message is late but you killed this! ❤❤❤ I have learned so much more about them and like you I still love Mac and I quietly pray they go back being on top! I have no idea how a prominent luxury house has not hired you to help and save their brands. Your expertise is unmatched!

[@adammartin581]

amazing video. MACs story is so inspiring and so rare in this capitalistic hellscape... so inspiring that they are not trend following cause they know trends change. they are sticking to their brand ethos and in the end will always be respected for that.

[@underskinYT]

Reliability makes a brand stronger in the long term, but only works if they can weather it in the short term

[@SkySilverFire]

Ooohhh! I've been waiting for this one!!!

[@underskinYT]

Loved making it

[@maloneym91]

So glad you mentioned HAUS LABS at the end. I remember MAC being popular in the mid 90s but couldn’t wear makeup just yet. HAUS LABS to me has felt like it was the new MAC

[@underskinYT]

I think thats exactly the space HAUS is going for and to me thats exciting, did you see my video on them?

[@maloneym91]

@@underskinYT I did! Loved both of them! 💕

[@Usedtobeabandalore]

I stopped buying new makeup things to try when my budget changed. Went back to what i know works once i started running out. I would say 60% of my makeup bag is mac now. Their powder foundation, mac face and body, highlighter, bounce and baked blush, gloss, lipsticks and pencils. I have 2 of their 9 pans and a few single shadows too. All things i used 15 years ago excoet the bounce blush. Mac will forever be the best to me and constitent. I know what im getting and as yak as it sounds. Their products last forever. I get 18 months out of their 120ml bottles of mac face and body. Yeah theyre a gem.

[@danielcrotty8697]

Wow. I didn’t know anything about the history of MAC and now I am kinda obsessed. The founder was a badass. As with many queer people, he fashioned something useful out of his circumstances and created a beautiful new beginning from it.

[@underskinYT]

Yeah, mad respect for the franks

[@originaozz]

Listening to early stories of these massive brands before turning corporate made me feel so sad and powerless about today's situation. These entrepreneurs seems to have such a clear sense of identity that aligns with their personal values. Now, most brands seem to focus on the image or cause marketing for clout sakes. We have a lot more choices, but somehow it's harder to find something unique.

[@aangeltheicon]

Watching this as A Lead MAC Artist before I get ready with a full face of MAC products to go into my MAC Boutique 🤭

[@underskinYT]

🤣 well in that case, I hope you liked it

[@Twelvefourtyseven]

That would have been a flex maybe 15 years ago haha

[@glam2gobeauty811]

I love Mac is still hands on when you go in store and you can virtually try on products online. I made a large purchase earlier this year and my makeup is flawless every time ! I've been wearing MAC since my high school days in the early 2000s ❤

[@MLGBGermany]

Love MAC 😍 I’m a guy who uses subtle makeup either to correct or to enhance what Mother Nature gave me. MAC is a professional brand but I’m not and still I feel confident using their products! Love their perfumes as well ❤

[@underskinYT]

Mac for everyone 2024!

[@peachesandcream22]

I still have their Velvet Teddy perfume bottle😊

[@hannah-6080]

Fun fact. When I was a kid in the 2000s I heard Gerard Way used Mac products, that's all I knew about it, so I always believed it was top tier and got really excited when I was able to buy some of their lipsticks as an adult. I didn't even know about the queer history of it til now. Kinda heartwarming as I am a fem lesbian and Gerard has been open about being queer too ❤

[@underskinYT]

I had to doublecheck his name, but it’s not surprising to me that there were used for My Chemical Romance, and in fact any stage make up really, it was always quite full coverage, the colours were extremely pigmented, seems kind of perfect

[@HevanL]

I own three powder foundations (E.l.f, M.A.C and Fenty) and I still go back to M.A.C's because theirs is the best. Also, they have the best sheer tone blushes (peach twist). The first makeup product I ever owned was a M.A.C concealer when I was in College. My first lipstick was Russian Red. They will always be famous!

[@underskinYT]

There’s a type of satisfaction you get when you have products that you can really depend on that’s so valuable

[@JamesCartist]

as a pro makeup artist (returning to work) Mac is the brand that automatically I looked to for the range of colours and pro discount that is a huge benefit. as a brand they have been part of the industry in a way that many others just cannot match.

[@underskinYT]

100%

[@haileeyyy-hm3sr]

MAC will always hold a special place in my heart. I was 12 when I got my first MAC lipstick. It was creme cup, and I felt so grown up because my mom let me get it. My staple MAC product is the lip glasses. To this day, at 21 years old, it's the only lip gloss formula that I call my favorite. Yes, it's sticky, but that's the point. It's meant to last. It's a gloss you wear when you know you won't have time to touch up, I've worn it during 5 hour shifts and at the end it would still look as if I freshly applied it. I'll forever be a MAC girl!

[@Patm-um8tg]

2:36 “colour with a u, its Canadian 💅” made me wheeze uncontrollably

[@underskinYT]

I like to think Im funny, but Im subtle 😜

[@twx15192183]

MAC is still the shit.

[@misstekhead]

MAC and Lancome were my preferred brands since I was a teenager. I switched from gymnastics to focus more on dance and theatre, finding their brand to work incredibly well on stage under the bright lighting. Unfortunately due to illness I’m no longer able to afford any makeup due to healthcare costs here in America. I stopped wearing makeup altogether seeing as I barely have the funds for food. I genuinely can’t wait to die.

[@mari98_]

I was too young to buy Mac in its 2010s peak but I’ve honestly been looking at Mac more and more these days. I think as the current top brands get sucked into the release races and extremely disposable trends. I go to Ulta to escape the Sephora circus and the mac counter calls to me every time

[@ts121084]

MAC has had many peaks, and it will peak again. You are too young to have the benefit of hindsight.

[@Makeupsokayy]

MAC will always have a place in my heart! I remember my mom would give me her free lipstick which was my first makeup product

[@underskinYT]

Oh thats a good mum

[@maskararadio]

MAC will NEVER fall lol I’ve been wearing studio fix since I was 15. 18 years now!!! MAC is consistent and has impeccable quality! It NEVER FAILS! So many brands come and go by MAC has never failed on quality! I love them! Thanks for this phenomenal video!

[@betoasaber24]

What a detailed, educational and empathetic gem of a video you've created. Thank you so much for your storytelling. 💕

[@underskinYT]

I’m so glad you enjoyed it

[@timber6059]

i just want to thank you for your channel and your videos. they are so well researched and presented. i really do believe your skill in telling these stories so engagingly while being informative will pay off, please keep it up!!

[@oruche3]

Thanks I was a black model in the 90’sMAC will bloom❤

[@underskinYT]

That is so cool, any brands we’ve heard of?

[@MarcusXavier1]

Mac is my go to for concealer , gloss, bronzer, setting powder and eyeliner . Pretty much the whole face

[@susanjennifer161]

I hope you do urban decay? I loved that brand now its lost its way?

[@TylerLethersin]

Mac won’t fall/fail tbh. They have a new creative director & are revamping the brand & formulas. Is the new packaging amazing, no. I will say they are iconic & they are smart to slightly “remaster” the brand & fan favs. Currently everything is being reworked & the new products this year have been imo 10/10. I have not been excited for a Mac release in years & to me this was one of the most smart ideas for the brand in years. Mac has had great products it’s just the marketing was off & imo I think the brand couldn’t keep up with other brands but now a lot of the 90’s trends are coming back & let’s be real Mac owned the 90’s & early 2000’s. I think Mac is one of those brands like it might take a break but I don’t see it failing because there’s to many iconic products & the formulas are great. The packaging isn’t the best but let’s be real it’s about formulas & not packaging. I will also say the packaging is actually kinda iconic cause I mean it’s Mac

[@TylerLethersin]

One thing Mac needs to do is listen to what the people want. I do think they are slowly moving to this, but they discontinue so many fan favs & I know fleshpot is apparently coming back permanently but there’s other products & formulas people want & keep asking for. I would say probably in the next year or 2 they are going to bring all the favs back because all this year everyone just wants all the vintage Mac back & let’s be real it’s time. No one wants reinvented shades I mean it’s nice to get new, but it’s time to go back to basics in just updated 2024/25 formulas & packaging.

[@clubquarantine]

omg getting your haircut at house of lords wasa triiiiippppppp

[@underskinYT]

Why is it so difficult to get a photo of it?

[@teewilson9568]

There is a rise and fall for every brand on here all for views. MAC is a legacy brand and there is no downfall. It has and will outlast most of these trendy brands.

[@underskinYT]

I wish you had watched the end of the brand, or understood the quote marks at least

[@ts121084]

I agree. Gen Z do not have the benefit of hindsight that the rest of us do. MAC has had many peaks and dips, and it will peak again. Do people make videos on the “downfall” of Apple, Coca-Cola, or Microsoft every time its stock dips? NO! Every successful legacy brand (MAC is owned by Estée Lauder, also not going anywhere) sees fluctuations in popularity. Slow and steady wins the race. It’s actually the brands with meteoric rises that show no signs of stopping which crash the hardest. I’ve lost count of the trendy brands that have bit the dust since dawn of the KZbin era-the brands that captured only the moment instead of focusing on the long game.

[@gabbyj1300]

This video was amazing! Can you do a video on Nars and Bobbi Brown?

[@underskinYT]

Both very high on my list

[@MelG-76]

I never felt special at M.A.C. and felt they were snotty until I slapped down my cash for hundreds of dollars. They worked on commission back then. When asked who helped me I would pick out the nice one who only asked a question and not the jerk who I seemed to be bothering. Sometimes I would have them ring me up cash in hand and say I changed my mind next time try being nice. I typically would go looking homeless after long shifts as a nurse wanting a pick me up. I found when I went with my makeup on they treated me differently. I'm not a makeup expert but my first purchase at Sephora when it was fairly new was Makeup Forever. I did research years ago and it was originally a professional brand. You don't really hear about it much anymore. I would love a video on them.

[@coolchameleon21]

yeah whenever i went to mac stores the employees were always snotty and rude to me. it felt like i shouldn’t be in there or something. haven’t been in one of their stores in well over a decade and i don’t plan on going anytime in the future. there are great brands out there that are affordable, i’m not throwing my money away for snobbery and pretentiousness

[@aznzensation]

Yorkdale mall MAC is infamous for that service

[@QueenM.M.]

MAC IS BACK BABY I SHOULD SAY IT NEVER REALLY LEFT 👑💄

[@annwilliams6438]

I would like to see MAC come back in a big way for the now middle aged Gen X women and men that first wore before the millennium. ;)

[@underskinYT]

I would LOVE THAT!!

[@arlenehutchinson9259]

You are BRILLIANT 🙌🏾 MAD RESPECT...loved the Biba and this one 🤯🤯🤯🤯 ❤ THANK YOU FELLOW HUMAN ❤️

[@underskinYT]

Im so glad youre on both channels! Im so proud of them both so it makes me so happy, but also I love that ‘fellow human’ makes us sound like Aliens 👽 😂😂

[@soundsofepip]

I remember when I was in my late twenties' early thirties, I was introduced to Mac at Filene's in Boston, which is no longer around. I looked forward to going to the counter to get Diva and Retro, a perfect nude. I loved those shades they were eons of ahead of inclusivity. I also loved Iman cosmetics. It saddens me that she stopped her brand.

[@Em-jt7im]

The Mac face and body foundation is gourgeous! They also have beautiful lipstick shades for olive skin tones. They've been setting the trend for decades

[@jenxsj3902]

But what bout the blur loose powder?

[@jmbutler5]

MAC has been in my life since the 80s when I had to go to Toronto to buy it. they were spot on with ingredients and formulations, had great hair care, lipsticks were the best, along with most everything else. it was a disappointment when Lauder purchased them, since they always make changes, but I still love MAC and their innovations. a lot of the indie brands coming out now remind me somewhat of MAC.❤

[@NoOne-wt3sv]

The book Viva Mac is currently on sale on Amazon US for $27. Original price is $38.

[@underskinYT]

Affiliate link is in the bio, no pressure to use it, but if you’d like to

[@miguelpaul1164]

Mac was the first makeup brand that got my foundation matched and where I felt welcome as a man. I still love and use studio fix powered plus in nc40 and nothing in twenty five years of experimenting with others can compare.

[@v.a.993]

I did not know that IL Makiage is an older make up brand. At 9:45 is it just me or does Frank Toskam look like John Taylor from Duran Duran.

[@fikanera838]

I thought the same thing!

[@underskinYT]

It’s definitely the hair 🤣

[@nakiabrown994]

I like what you said, the brand is for "creative people", and that is indeed a fact!! For example, I've learned that the late singer #Aaliyah was a heavy user of M.A.C, and she was always outstanding whenever she used the brand as part of her art, mostly in her music videos. Her makeup artist was definitely one of the best at the time in the business. To this day some of Aaliyah's looks still motivate and inspire her fans and upcoming artists, as they still hold up to the test of time!

[@massimosquecco8956]

Newer used make up so I was just superficially aware about their efforts. I m really glad you told their story because I suddenly turned a great supporter of their honest strategy: RESPECT, here, really!

[@massimosquecco8956]

PS ...Major respect! Their Originality+Honesty will keep them always afloat: some seasons better than others, sure, but their 40 years trustworthiness & consistency in their philosophy will always be a very good reason to be/become their costumers. In my case I just have bought their products a couple of times, driven birthday presents. Now that I know better about them I will go to their BijenKorf Amsterdam counter much, much more often for my presents because I 'll feel value in my expenses. Even if I don't know much about makeup, I love color, so I won't feel I'll made wrong choices because I don't know their products: my money expense will make sense anyway. Thank you for your narration. Always learn something from your clips...

[@underskinYT]

Im so glad to hear it (and I hope they watch this video and see your comment too)

[@greenghoul157]

As I began to evolve and improve my makeup and buy better longer lasting higher quality makeup I bought a pink MAC lipstick, finally something that stayed on, didn't dry out and was pigmented but not too much

[@michellechristinemacutay3681]

i’m a MAC user for almost 15 years now. i’ve tried other brands even the luxury ones but somehow, i always go back to it. for me no one beats MAC when it comes to quality, inclusivity, and range of products to choose from.

[@jasminerenee6795]

It’s crazy because Macs IG is juuuust now making a turning point for the better like within the past day that you posted this video. Forever and always a MAC girl ❤

[@EnteringMyFlopEra]

It’s nice to see a company that supported queer rights from the get go and not because of trends or what’s most profitable. I’d love to see you do a video on Trixie Cosmetics or Kim Chi Chic, though I don’t know if there’s enough info about them for videos like yours. Loved this!