In one of the most exciting beauty announcements of the year (we know we're only two weeks in, but still) MAC has teamed up with a host of high-end beauty influencers to create a social media-styled collection.
10 Instagram beauty bloggers from across the globe will debut their own custom MAC lipstick shades this April.
Influencers are now as popular as top models and celebrities, with leading makeup gurus accumulating millions of followers on Instagram.
Bloggers like Samantha Maria, Tanya Burr and Zoella Sugg have caused makeup products to sell-out after featuring them on their YouTube channels, so it makes sense that MAC would want to team up with such a commodifiable group of beauty lovers.
MAC revealed the face of one of their chosen influencers, Fleur de Force, who has over one-and-a-half million YouTube subscribers.
"It's beyond amazing to have been asked to collaborate with MAC, both because I adore the brand personally, but also for MAC to be acknowledging bloggers in this way. It's their first ever collaboration with influencers, and I feel so honoured to be part of it," the makeup guru wrote on her blog.
The lipstick colours will be named after them, with a hashtag added of course, featuring the bloggers' names, like #MACxFleurDeForce.
So far, it has been revealed that Fleur de Force will be joined by makeup artists Gabriel Zamora and Laura Lee, Kuwaiti influencer TheRealFouz, and Glamour UK Beauty Director Alessandra Steinherr.
MAC was one of the first brands to recognise the potential in social media influencers, and launched a "Bloggers' Favourites" collaboration with nine social media-savvy MUAs back in 2011.