MAC and eL Seed Unveil a New Makeup Collaboration

The limited edition, street art inspired collection launches exclusively in the Middle East before dropping to the rest of the world

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MAC x eL Seed Collaboration.

MAC Cosmetics continues to celebrate artistry through its culture of collaborating with visionaries who ignite trends.  This time the Canadian cosmetics giant has joined forces with Dubai based, French-Tunisian street artist and sculptor eL Seed.

During the creative process, MAC gave eL Seed complete freedom to create the collection. Speaking about the experience, the artist said: “I draw my inspiration directly from the streets and from the communities in each location I’m painting. The calligraphy I paint are words infused with profound meaning. Their universal messages cross cultures to inspire and reinvigorate neighbourhoods.’’

With this new make-up collection, el Seed hopes to inspire trendsetters and individualists not only to unleash their own inner creativity but, like eL Seed himself, to use beauty and colour to change their perception, by painting their world. “Like art, make-up can change one’s perception,” he added.

Growing up in the Parisian suburbs, hip hop culture and graffiti were his means of self-expression. Fusing Arabic calligraphy with bold graffiti led to creating a new visual language and his work calls for open-mindedness and social unity.

For this collaboration, eL Seed created a makeup collection grounded in his signature colours of high-octane pink and black. “eL Seed’s extraordinary Arabic calligraphy art is rooted in these high-contrast shades so we couldn’t have had a more inspiring palette to work with,” said MAC senior artist Mariam Khairallah, who was instrumental in the co-creation process with the artist to translate his colour palette into  makeup hues.

eL Seed

While pink, black, orange, blue, and black were his starting point colours, the versatile palette also consists of wearable neutrals. “Whether your look is monochromatic or ultra-colourful, matte or metallic, the artist in you decides.” says Khairallah.

The MAC x eL Seed collection is available from March 20, 2019 at select MAC locations and maccosmetics.ae.

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