Luxury beauty brand Hourglass Cosmetics has announced a new global partnership with GRAMMY-nominated singer-songwriter Gracie Abrams. The collaboration highlights the brand’s expanded complexion range, focusing on products designed for versatile, long-lasting wear.
The partnership aligns with Hourglass’s commitment to creativity and self-expression. Gracie Abrams, known for her raw and personal songwriting, sees parallels between music and beauty:
“When I’m writing a song, I don’t think about performing it. I try to shut out the noise and focus on being truthful. When I’m wearing makeup, it’s the same – I don’t want products that cover up who I am,” says Gracie. “Hourglass products let me stay true to myself no matter the time or place.”
Any Time. Any Place. Any Wear.
She is the face of the brand’s latest campaign, Any Time, Any Place, Any Wear, which visually explores the impact of light on the complexion. Captured by photographer Ben Hassett, the campaign follows Gracie throughout the day, showcasing the 16-hour wear of key Hourglass products. The imagery highlights how the complexion remains radiant from morning through to night.
Carisa Janes, Founder and President of Hourglass Cosmetics, explains the vision behind the campaign:
“I have always drawn inspiration for the brand from light and the way it highlights the skin’s natural beauty. With this campaign, we wanted to show that even as everything around you changes, the one thing that remains the same is a glowing complexion.”
The brand introduced Photoluminescent Technology and microspherical powders to enhance the skin’s natural radiance. This focus on innovation is reflected in the latest product lineup:
- Vanish Airbrush Concealer
- Veil Hydrating Skin Tint
- Illusion Priming Moisturizer
The new Illusion Priming Moisturizer, extended shade range of Vanish Airbrush Concealer, and travel-sized complexion products are now available at hourglasscosmetics.com and in global retailers from 18th April 2025.
