Maybelline’s latest collaboration isn’t an influencer or celebrity deal — it’s a product line with Puma.
L’Oréal-owned Maybelline has teamed with the sneaker brand on Puma x Maybelline, a streetwear-inspired collection of five limited-edition makeup products, to be released globally in 35 countries on Feb. 8. In the U.S., the collection will be sold exclusively at Ulta Beauty, launching online in February and rolling out to the retailers’ stores on March 17.
Puma x Maybelline consists of five items, including three new products — Smudge-Proof Mascara, Matte + Metallic Duo Eye Stick and Color + Gloss Duo Face Stick. There are also new shades of two existing Maybelline products — SuperStay Matte Ink Liquid Lipstick and Master Chrome Metallic Highlighter.
The high-performance products, inspired by streetwear trends, are long-wearing and made with super-saturated pigment. Product names were given a streetwear-inspired bent — for instance, Warrior Flow, Hustle and Burn, and Knockout.
“Both of us are going after the younger consumer — what we call the ‘hustle generation.’ They’re running around doing different things, working by day and DJing by night,” said Amy Whang, senior vice president of marketing for Maybelline. “We wanted to provide product that would keep up with them.”
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Maybelline teased the collaboration this week on its Instagram account. Supermodel Adriana Lima, who is a brand ambassador for both Maybelline and Puma, is shown in the campaign imagery and videos, wearing both the makeup and Puma sneakers and sportswear.
Puma x Maybelline highlights a convergence happening between beauty, fashion and sports. In New York, stores that specialize in streetwear, such as Dover Street Market, Extra Butter and Kith, are beginning to carry selections of beauty products.
Said Adam Petrick, global director of brand and marketing for Puma, “When we’re talking about the younger consumer who is always on and always moving, they’re looking for that fusion.”
Puma x Maybelline is Puma’s first real foray into the beauty category. Last year, the sneaker brand teamed with MAC Cosmetics on three limited-edition lipstick shades to celebrate the 50th anniversary of its Suede sneakers, but this is the brand’s first multi-item beauty product collection.