MAC Cosmetics dropped a secret underground small batch of product innovation, limited to only 1000 pieces. And the M.A.C lovers rushed in to grab these products. The limited MAC Underground collection reportedly sold out one hour after launch on June 22, 2020. As make-up brands are gearing up to face the challenges and opportunities to face the pandemic, Ukonwa Ojo, MAC’s global chief marketing officer and senior vice president of global marketing, says ‘as a brand with a creative soul story, through MAC underground they have an opportunity to bring products directly from their development studio to the community in small, limited-edition, batch quantities.’

The brand is known for its unique style and innovation and so the first product that was launched was the Extra Dimension Skin finish highlighter in a shade called Precious is an absolutely stunning blend of rainbow colors made with Pride in mind. The brand feels that the new color powder helps to give a different highlight to the face and sculpt some of the parts like the cheekbones and the tip of the nose, this idea was based on the pride month and the colors were drawn from that. This launch plan helps the brand to stand out among the crowd and is a one of kind strategy in this situation. However, it’s not available in the UK. Just 1,000 people will receive the new MAC Underground collection.