Hourglass Cosmetics has partnered with GRAMMY®-nominated singer-songwriter Gracie Abrams to spotlight the brand’s expanded complexion offering, demonstrating how radiant skin can be a canvas for personal storytelling and self-expression.
Gracie and Hourglass embrace a deliberate, authenticity-driven approach to the creative process. “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 Abrams on her decision to partner with the brand. “Hourglass products let me stay true to myself no matter the time or place.
ANY TIME. ANY PLACE. ANY WEAR.
To highlight the partnership, Gracie appears in a new campaign, Any Time, Any Place, Any Wear, featuring dreamlike imagery inspired by the study of light. Photographer Ben Hassett captures intimate moments that reveal how Gracie’s glowing complexion remains constant even as the light shifts throughout the day. In the golden morning light, the bright midday, sunset’s magic hour, and after dark, each image is time-stamped to showcase the 16-hour wear of the Hourglass award-winning Vanish Airbrush Concealer – now available in 32 shades, the bestselling glow-enhancing Veil Hydrating Skin Tint, and the smoothing and hydrating power of the new Illusion Priming Moisturizer.
“I have always drawn inspiration for the brand from light and the way it highlights the skin’s natural beauty.” says Carisa Janes, Hourglass Cosmetics Founder and President. “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.”
LEGACY OF INNOVATION & SELF EXPRESSION
Fueled by creativity and a commitment to animal rights, Hourglass is known for its high-performance, ground-breaking products. The brand pioneered lighting innovations in cosmetics, bringing Photoluminescent Technology and microspherical powders to the market. Its advanced approach to light reflection and diffusion with its complexion products delivers an effortless multi-dimensional glow that can be seen throughout the new campaign.
In a celebration of artistry and masterful craftsmanship, Gracie Abrams’ trusted makeup artist Emily Cheng will showcase how Gracie achieves her radiant glow through an ‘Artist in Residence’ program at the newly opened Hourglass Cosmetics global flagship store in New York. On April 5th, Cheng will be available for masterclass and appointment bookings, presenting how to master the art of an effortlessly radiant glow.
COMPLEXION WITHOUT THE COMPLEXITY
Hourglass makes it effortless to achieve a flawless, glowing complexion with a range of new products and fan favorites.
Gracie’s favourite: Vanish Airbrush Concealer – with one sold every 10 seconds*, is award-winning for a reason. Vanish Airbrush Concealer is now available in 10 new shades, increasing the collection to 32. The full-coverage, waterproof concealer is infused with microspherical powders that diffuse pores, fine lines, and wrinkles to smooth skin’s appearance. Gracie wears Vanish Airbrush Concealer in Shade Creme.
- Veil Hydrating Skin Tint – the lightweight skin tint instantly boosts skin’s moisture levels by 52% to provide long-lasting hydration for a dewy, healthy-looking glow. It melts into skin, providing all-day wear and a sheer veil of coverage to diffuse imperfections and even skin tone, while visibly plumping and smoothing complexion. Gracie wears Veil Hydrating Skin Tint in Shade 4.
- New travel-friendly sizes: Vanish Airbrush Concealer, Vanish Airbrush Pressed Powder, and Veil Soft Focus Setting Spray – with convenient, travel-friendly sized complexion essentials, Hourglass solidifies its reputation as the ultimate complexion destination. The minis are an opportunity to try new shades, formulas and finishes, and they ensure fans never have to be without the high-performing products they know and love – Any Time, Any Place, Any Wear.
- New: Illusion Priming Moisturizer – infused with Niacinamide and the Hourglass powerhouse Hyaluronic Rose Complex featuring Damascus Rosewater and 11 types of Hyaluronic Acid. This state-of-the-art primer improves the appearance of skin texture, minimizes the appearance of pores, and visibly plumps and firms for smoother looking skin.
The new Illusion Priming Moisturizer, new shades of Vanish Airbrush Concealer, and travel-friendly sized range of Vanish Airbrush Concealer, Vanish Airbrush Pressed Powder, and Veil Soft Focus Setting Spray, will be available at hourglasscosmetics.com from March 27, 2025, retailers across North America from April 3, 2025, and global retailers from April 18, 2025.
Credit: Ben Hassett
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