Hourglass Cosmetics Announces Gracie Abrams as Global Brand Partner

THE WHAT? Hourglass Cosmetics has named GRAMMY®-nominated singer-songwriter Gracie Abrams as its global brand partner. The partnership introduces an expanded complexion lineup, including new shades of Vanish Airbrush Concealer and a new Illusion Priming Moisturizer.

THE DETAILS 

• The “Any Time, Any Place, Any Wear” campaign features Abrams in different lighting scenarios over 16 hours, highlighting the longevity of the updated Vanish Airbrush Concealer and other complexion products.
• Hourglass has added 10 new shades to its Vanish Airbrush Concealer range, bringing the total to 32, alongside new travel-friendly formats of Vanish Airbrush Pressed Powder and Veil Soft Focus Setting Spray.
• The new Illusion Priming Moisturizer and updated complexion lineup will be available at hourglasscosmetics.com from March 27, 2025, and at global retailers from April 18, 2025.

THE WHY? By expanding its complexion range and appointing Abrams, Hourglass Cosmetics is aiming to reach a wider consumer base looking for versatile, long-wearing cosmetics. The focus on extended wear and broader shade availability reflects growing consumer demand for inclusive products in the personal care and beauty sector.

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