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Hourglass Cosmetics has appointed Gracie Abrams as Global Brand Partner.  

The GRAMMY-nominated singer-songwriter will highlight the expansion of the brand’s cutting-edge complexion portfolio and front the new campaign, “Any Time, Any Place, Any Wear”.  

The campaign is a celebration of radiant skin in every light and showcases the glow delivered by Hourglass Cosmetics’ hero products.  

As part of the campaign, Gracie Abrams features in dreamlike imagery and highlights how her glowing complexion remains constant, even as the light shifts throughout the day. Each image is time-stamped to showcase the 16-hour wear of the Vanish Airbrush Concealer, a favourite of Gracie Abrams, along with the Veil Hydrating Skin Tint and the new Illusion Priming Moisturiser.  

Embracing a deliberate, authenticity-driven approach to the creative process, Gracie Abrams says: “When I’m writing a song, I don’t think about performing it. 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,” comments Gracie Abrams.  

The new Illusion Priming Moisturizer, new shades of Vanish Airbrush Concealer and a travel-friendly sized range of the Vanish Airbrush Concealer, Vanish Airbrush Pressed Power and Veil Soft Focus Setting Spray are available now at hourglasscosmetics.com and at global retailers from 18th April 2025.