Gracie Abrams is the new face of Hourglass Cosmetics

Hourglass Cosmetics is proud to announce its new global ambassador for the Summer 2025 campaign: the talented singer-songwriter Gracie Abrams , nominated for the prestigious Grammy Awards . This partnership highlights the perfect fusion of beauty and authenticity, embodied by Gracie, who represents self-expression through light and makeup.

In this new campaign, Hourglass and Gracie Abrams celebrate the idea that radiant skin is a form of self-expression , revealed through a range of innovative complexion products. The collection's newly expanded shades are designed to enhance skin while allowing its natural beauty to shine through. The brand emphasizes a transparent and authentic approach to beauty , a principle dear to Gracie.

The artist, who draws on introspection to write her songs, adopts the same philosophy when it comes to makeup. She says, "When I write a song, I don't think about performing it on stage. I try to tune everything out and focus on being authentic. When I do my makeup, it's the same thing: I don't want products that mask who I am. Hourglass products allow me to be true to myself, no matter the time or place."

This approach is reflected in the "Any Time, Any Place, Any Wear" advertising campaign, which celebrates Gracie's radiant, long-lasting complexion through visuals inspired by light. World-renowned photographer Ben Hassett skillfully captures the evolution of light throughout the day , from golden dawn to magical dusk, illustrating the performance of Hourglass products. Each image is marked with a precise time stamp, highlighting the long-lasting wear of products, such as Vanish Airbrush Concealer, now available in 32 shades, or the best-selling Veil Hydrating Skin Tint, known for its incomparable radiance.

Carisa Janes, founder and president of Hourglass Cosmetics , said, "I've always drawn inspiration for the brand from light and how it enhances the natural beauty of skin. With this campaign, we wanted to show that even when everything around you is changing, one thing remains the same: a radiant complexion."

Gracie Abrams shares her passion for products that allow her to achieve a flawless complexion in a completely effortless way. Among her favorites, the Vanish Airbrush Concealer stands out, selling one every 10 seconds and now available in 32 shades. This full-coverage concealer, enriched with microspherical powders, smooths the skin by blurring pores, fine lines, and imperfections.

Another key product in the range, Veil Hydrating Skin Tint , instantly hydrates skin by 52% while providing a natural glow and evening out skin tone. This lightweight, all-day foundation is ideal for subtle coverage and a luminous complexion. Gracie is wearing Veil Hydrating Skin Tint in shade 4, which is perfect for her skin tone.

The brand also launched miniature versions of its iconic Vanish Airbrush Concealer, Vanish Airbrush Pressed Powder , and Veil Soft Focus Setting Spray, allowing fans to take these essentials with them wherever they go. These miniatures are a great opportunity to discover new shades and formulas.

Another eagerly anticipated launch is the Illusion Priming Moisturizer , a hydrating primer enriched with niacinamide and hyaluronic acid. This product enhances skin texture, minimizes pores, and provides long-lasting hydration, while firming and plumping skin for a smooth, radiant complexion.