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The slogan of MAC Cosmetics has always shown the company's deep commitment to celebrating individuality and diversity. This helps set the brand's cultural tone as one that is welcoming and unique. Since 1994, MAC Cosmetics has been a subsidiary of Estée Lauder Companies, the owner of several other well-known brands such as Clinique and La Mer. Its meteoric rise to fame is due to how well its brand strategy has been planned and carried out over the years.

A collaboration between Frank Toskan and Frank Angelo in the 1980s resulted in the establishment of the cosmetics company that bears their names. At that time, the beauty products that were on the market were not flexible enough to be both useful and attractive in print. Toskan, a Canadian photography company, became frustrated by the way in which this was harming their business. As a result, they desired beauty products that did not only look nice on their models but also photographed well. After voicing his concerns to his close friend Angelo, who is a makeup artist, the two of them began to discuss potential solutions. This marked the beginning of MAC Cosmetics' journey to success.


One of the things that set this brand apart from its competitors was, of course, the high quality of its products. During the 1980s, the lesbian, gay, bisexual, transgender, and queer population was mainly excluded from the cosmetics industry. As members of this active community themselves, the founders of the company wanted to make a line of cosmetics that would be accessible to people of all ages and backgrounds while still giving makeup artists enough room to try out new things and have fun with the products they sell.


Toskan and Angelo founded MAC, which stands for "Makeup Art Cosmetics."They wanted to make a beauty line that met their needs as professionals and helped make up for the lack of women in the field. When they made the first MAC products, they did so with the idea that the company should put quality, fun, and new ideas at the top of its list of priorities.

The Start of New Journey: Experiments Conducted in the Kitchen Were the Root of It All. The original MAC product was a pigmented lipstick, and it was named after the vivid pink Crayola crayon that served as its inspiration. In the early days of the company, product development for the brand was carried out in the respective kitchens of the two Franks. In the beginning, Toskan was the only one who was going to make use of their inventions on the models he was working with. On the other hand, the news swiftly spread. Soon after, they began working on creating an entire range of vibrant tones.



The company's founders first started selling their wares at Angelo's salon, where most of their customers were close relatives and friends. In 1984, MAC Cosmetics made their official debut in the beauty industry, and a significant portion of their early sales were generated through word-of-mouth marketing. They launched their business from a counter in a department store in Toronto bearing the slogan, "All Races, All Ages, All Sexes."

These two founders were so far ahead of everyone else in the world when it came to inclusion that they were able to make significant progress for the LGBTQA+ community. Their message motivated a great number of individuals, which attracted people's curiosity and contributed to the company's growing level of financial success. They contributed, through their efforts, to the growth and development of the LGBTQA+ movement into the thriving community that it is today.


The Brand's Breakthrough:Madonna's Contribution to the Development of MAC Cosmetics:
Back in the late 1980s, one of the brand's iconic lipsticks was featured in a modelling advertisement, and Madonna wore it. This was the beginning of the brand's meteoric rise to fame. She fell in love with the brand, and in 1990, before her Blonde Ambition tour, she and the company's founder worked together to create a unique lipstick.

A year later, in New York City, MAC Cosmetics opened the doors to its very first store in the United States. Many people believe that the success of this company can be attributed, at least in part, to the location and timing of the launch of their product. When it opened on Gay Street in New York at the height of the AIDS crisis, the business quickly became a place where people and artists could meet.


It was made quite apparent that individuals hailing from any and all walks of life are encouraged to visit MAC. People from many walks of life were attracted to the organisation due to its outwardly inclusive demeanour. Because the brand was new in the cosmetics industry, it caught the attention of a wide range of customers, including risk-takers, artists, and  queens.



Taking an unconventional approach to the field of cosmetics
The founders of the company were aware that the products 

packaging needed to be just as distinctive as the items themselves due to the identity of the brand. Even though they began selling MAC goods in black containers rather than the normal compacts, it was obvious that their products stood out among those produced by competitors in the market. Hidden within their elegant packaging are things that are both daring and stunning in appearance. Makeup for the stage in those days was simply not up to par.

Even at an early stage, it was clear that MAC Cosmetics was not your standard beauty brand. This was apparent right away. They did not advertise themselves as a provider of natural aesthetics, nor did they begin as a skincare company. Back in the 1990s, the brand established itself as the colour authority of the beauty business, and it has continued to grow in this direction ever since.


Because of their forward-thinking fashion trends, cosmetics went from being an art form only for people who had jobs that required creative thinking to being an art form for anybody who felt compelled to partake in it.

MAC Cosmetics offered a variety of statement options, several of which struck a chord with prominent figures in the pop culture world. Their items impressed not only industry pros but also regular clients who were looking for something a little bit unusual. MAC has become a major player in the business by steadily adding more products and colors.


MAC Cosmetics and Current Trends in the Industry

A Brand That Is Both Flexible and Adaptable

MAC Cosmetics has always made products that are both unique and of the highest quality. This is still the case today. The history of MAC Cosmetics demonstrates that celebrity endorsements contributed significantly to the growth of the brand's recognition over the years. Their efforts to help others, like making the Viva Glam lipstick to raise money and awareness about the spread of AIDS, also helped raise the profile of their company.


The combination of this increased reputation and the brand's dedication to producing high-quality makeup resulted in significant success for the company as it continued to grow. If they wanted to stay at the top of the beauty market, they had to keep giving their customers unique and high-quality products.


Over the course of several decades, the company has maintained its flexibility and ability to anticipate future trends while also adjusting to the advent of a new era in retail. Among the various steps it has taken to become a more ethically responsible company, MAC has, to its credit, demonstrated a remarkable degree of adaptability. The company has shown that they are committed to diversity and inclusion and can also deal with a wide range of other social and cultural issues.

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