Gracie Abrams is the New Face of Hourglass Cosmetics
Luxury beauty brand Hourglass Cosmetics has announced Grammy-nominated singer-songwriter Gracie Abrams as its new global brand partner, ahead of the expansion of its complexion range.
Since its launch in 2004, the cult-favourite brand has been coveted for its high-performance formulas, elegant packaging, and commitment to animal rights. Now available in 32 countries, Hourglass — founded by Carisa Janes — is best known for its innovative approach to light reflection and diffusion, creating complexion products that deliver an effortless, natural, and multi-dimensional glow.
A longtime fan of Hourglass, Abrams is a natural fit for the role of global brand partner. “When I’m wearing makeup … I don’t want products that cover up who I am,” says Abrams on her decision to partner with the brand. “Hourglass products let me stay true to myself no matter the time or place.”
Gracie Abrams made her debut in 2019 and has quickly become one of the music industry’s most exciting new artists. Nominated for Best New Artist at the 66th GRAMMY Awards, she earned a second nomination at the 67th for Best Pop Duo/Group Performance for “us.” her first collaboration with Taylor Swift. The American singer-songwriter — daughter of filmmaker and composer J.J. Abrams — joined Swift as direct support on the Eras Tour and headlined her own sold-out The Secret of Us Tour in autumn 2024, a tour she is continuing with stops in Europe, Australia, and Asia. Most recently, she was named a Chanel ambassador, starring in the house’s Spring–Summer 2025 Pre-Collection campaign.
To mark the beginning of her partnership with Hourglass, Abrams fronts the brand’s latest campaign, Any Time, Any Place, Any Wear, captured by renowned photographer Ben Hassett. Inspired by the study of light, the visuals follow her “in the golden morning light, the bright midday, sunset’s magic hour, and after dark,” with each image time-stamped to showcase the 16-hour wear of the brand’s complexion products and their performance in different light conditions.
“I have always drawn inspiration for the brand from light and the way it highlights the skin’s natural beauty,” says Carisa Janes, Hourglass Cosmetics Founder and President. “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.”
The campaign showcases Abrams wearing Hourglass’s award-winning Vanish Airbrush Concealer, bestselling glow-enhancing Veil Hydrating Skin Tint, and upcoming Illusion Priming Moisturizer.
A firm favourite of Gracie’s – and evidently everyone else’s, with one sold every 10 seconds – Hourglass’s Vanish Airbrush Concealer is a cult classic for good reason. Now available in 10 additional shades, expanding the range to 32, this full-coverage, waterproof formula is infused with microspherical powders that blur the look of pores, fine lines, and wrinkles to smooth skin’s appearance.
The Veil Hydrating Skin Tint delivers a sheer veil of coverage while boosting moisture levels by 52% for a dewy, healthy-looking glow. Designed to melt into skin, it plumps, smooths, and evens tone, offering all-day wear and an effortlessly radiant complexion.
The brand’s newest addition, Illusion Priming Moisturizer, which is set to launch on 3rd April 2025, is powered by niacinamide and Hourglass’s signature Hyaluronic Rose Complex: a blend of Damascus rosewater and 11 forms of hyaluronic acid to visibly improve skin texture, minimise the look of pores, and plump and firm the skin for a more refined, hydrated base.
In addition to the Illusion Priming Moisturizer, Hourglass has also unveiled new travel-friendly sizes for the Vanish Airbrush Concealer, Vanish Airbrush Pressed Powder, and Veil Soft Focus Setting Spray. These convenient, mini complexion essentials also provide the perfect opportunity to try new shades, formulas, and finishes.
All new products and shade extensions are available now at hourglasscosmetics.com, and will roll out to global retailers from 18 April 2025.