When M·A·C Cosmetics wanted to transform its signature matte lipstick formula—Retro Matte—into a stay-all-day liquid lipcolor, they tapped Alem to make it happen. 

We led the entire product development process, from concept to briefing, from lab development to final production. We benchmarked and developed each of the intensely pigmented shades, working with packaging to ensure the optimal component and applicator for the velvety, mattest matte formula. 

M·A·C is the OG artistry brand, so getting buy-in from their global collective of makeup artists was critical. We facilitated consumer and makeup artist panel testing to ensure a competitive formula that would be loved and used by makeup lovers and artists alike.