News February 8, 2022

Thelma Plum & Tash Sultana front campaign for Maybelline foundation

Editorial Operations Manager

Make-up brand Maybelline New York has partnered with a number of Australian music names to showcase the versatility of its foundation products.

The campaign features performers with different skin tones, noting the product ‘truly performs in every shade’.

Gamilaraay woman Thelma Plum has worked with the brand before. The musician and creator said she can’t wait for people to see the campaign.

“This is my second Maybelline campaign. I love working with the team as much as I love their products. They make me feel like a Homecoming Queen,” she said referencing her 2019 song from her Back In Black album.

“I can’t wait for people to see it.”

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The campaign also features singer-songwriter and producer Tash Sultana, and new bedroom pop artist Harley Alaska.

Emerging contemporary soul-pop act AKOSIA said the product range enabled her to find the perfect shade for her skin tone.

“I celebrate Black beauty by supporting brands that have broadened their shade range and have made their products easily accessible to women of colour,” she said.

“I loved working with Maybelline on this campaign and I am proud to be part of this positive change.”

Marketing director for Maybelline New York, Alex Shadbolt, said the suite of Australian artists involved in the campaign represents how the product can offer coverage and efficacy for everyone.

“We are proud to be expanding the global shade range across our foundation franchises to ensure we deliver products that are accessible, inclusive and celebrate individuality,” Shadbolt said.

“To tell this story, we have aligned with some incredible local musicians and performers that represent Australia’s diverse community and creative underbelly.

“Tash, Harley, AKOSIA and Thelma perfectly embody the Maybelline brand ethos and we couldn’t think of more inspiring artists to lead this announcement.

“In another locally developed campaign, we are incredibly proud to bring together this group of talented voices to empower others to flaunt their creativity, beauty and individuality.”

Check out some of the campaign assets below:

AKOSIA