Luxury beauty brand Hourglass Cosmetics has selected singer songwriter Gracie Abrams as its new global brand partner, launching an elevated Summer 2025 complexion campaign produced by Lowkey Films and directed by Becky Garner. Shot in London, the campaign positions Abrams as an embodiment of the brand’s core philosophy: radiant, authentic, and enduring beauty.
Campaign Overview
The visual narrative guides viewers through the changing light of a full day from morning glow to nightfall underscoring the long-wear performance of Hourglass’s complexion products.
Product Highlights
Vanish Airbrush Concealer: Now available in 32 shades, including ten newly introduced tones. A waterproof formula that blends microspherical powders to blur pores and maintain wear up to 16 hours. Sold globally every ten seconds.
Veil Hydrating Skin Tint: Lightweight hydration that boosts moisture levels by over 50% while imparting a sheer, glowing veil of coverage.
Illusion Priming Moisturizer: New to the Hourglass lineup, this product features a powerful blend of niacinamide, Damascus rosewater, and eleven forms of hyaluronic acid to refine and plump skin.
Additional new formats include travel sized versions of Vanish Airbrush Pressed Powder and Veil Soft Focus Setting Spray.
Brand & Talent Statements
“When I’m writing a song, 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. Hourglass products let me stay true to myself no matter the time or place.”
Gracie Abrams
Carisa Janes (Founder & President, Hourglass Cosmetics): “I have always drawn inspiration 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.”