It’s mine to makeup
One product, endless possibilities.
It’s Mine to Makeup is a cross-brand celebration of creativity — uniting L’Oréal Paris, NYX Professional Makeup, Essie, and Maybelline to show just how far a single product can go.
In a time when every penny counts, we wanted to prove that makeup doesn’t need rules or limits — it just needs imagination. From lips to lids, nails to cheeks, our cast of icons and creators — including Rochelle Humes, Anne-Marie and Tasha Amber Ghouri — took cult products and made them their own.
The campaign spanned social, OOH, and IRL moments in Boots and Superdrug — landing creativity, self-expression and a little bit of beauty rebellion on every high street.
