Gracie Abrams Joins Hourglass as Global Brand Partner
Hourglass Cosmetics has announced singer-songwriter Gracie Abrams as its new global brand partner, marking a collaboration that bridges the worlds of luxury beauty and modern music. The partnership highlights the expansion of Hourglass’s complexion range, with a focus on high-performance products that enhance natural beauty.
“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.”
Abrams, known for her introspective songwriting and distinct artistry, aligns with Hourglass’s emphasis on authenticity and innovation. Her participation in the brand’s new campaign, Any Time, Any Place, Any Wear, underscores the versatility and longevity of Hourglass’s complexion products. Captured by photographer Ben Hassett, the campaign showcases Abrams in various lighting conditions throughout the day, demonstrating the staying power of the brand’s formulations, including the Vanish Airbrush Concealer, Veil Hydrating Skin Tint, and the newly introduced Illusion Priming Moisturizer.
Hourglass Cosmetics, long recognised for its cutting-edge approach to complexion products, continues to push boundaries with advancements in light-reflecting technology. The brand’s use of Photoluminescent Technology and microspherical powders enhances skin’s natural radiance, reinforcing its reputation for high-performance beauty solutions.
In celebration of the partnership, makeup artist Emily Cheng, known for her work with Abrams, will participate in the ‘Artist in Residence’ program at Hourglass’s global flagship store in New York. On April 5, Cheng will lead a masterclass and offer appointments, showcasing techniques for achieving a luminous, effortless complexion using Hourglass products.
The latest additions to Hourglass’s complexion range, including 10 new shades of the Vanish Airbrush Concealer and travel-sized versions of key products, is now available at the official website and at Sephora locations across the Middle East.
