Singer-songwriter Gracie Abrams is now a global brand partner for Hourglass Cosmetics, marking a significant collaboration between the viral artist and the beauty brand. This partnership introduces the "Any Time, Any Place, Any Wear" campaign, which emphasizes the enduring quality and adaptability of Hourglass products. Photographed by Ben Hassett, the campaign illustrates how Abrams' radiant complexion remains consistent throughout varying lighting conditions, highlighting the long-lasting wear of products like the Vanish Airbrush Concealer, Veil Hydrating Skin Tint, and Illusion Priming Moisturizer.
Abrams, who is at the intersection of music, style, and pop culture, expressed her alignment with Hourglass's philosophy, stating, "When I’m writing a song, I don’t think about performing it. I try to shut out the noise and focus on being truthful. When I’m wearing makeup, it’s the same – I don’t want products that cover up who I am. Hourglass products let me stay true to myself no matter the time or place."
To celebrate this partnership, Hourglass is expanding its complexion range, including the Vanish Airbrush Concealer, now available in 32 shades, and introducing the Illusion Priming Moisturizer, designed to provide a flawless base for makeup application.
Fans and beauty enthusiasts can look forward to insights from Abrams' makeup artist, Emily Cheng, who will share techniques for achieving a radiant glow during an Artist in Residence program at Hourglass's new global flagship store in New York on April 5th.
This collaboration underscores Hourglass Cosmetics' commitment to celebrating individuality and self-expression, with Gracie Abrams embodying these values through her authentic artistry and personal style.