Maybelline and Rugby Star Ilona Maher Unite for Bold New Matte Ink Campaign

Maybelline's Exciting New Campaign with Ilona Maher

Maybelline New York is stirring up excitement by partnering with rugby superstar Ilona Maher in its groundbreaking campaign titled "Only in Matte Ink." This initiative is all about showcasing the enduring quality of its popular Super Stay Matte Ink Liquid Lipstick, bringing a fresh narrative to beauty that resonates with athletes and everyday wearers alike.

An Empowering Collaboration

Launched on September 15, 2025, the campaign features not only Ilona but also her sisters, Olivia and Adrianna, along with fellow rugby Olympian Nicole Heavirland. By taking viewers through her energetic world, Ilona demonstrates how the Super Stay Matte Ink can withstand vibrant adventures, making it perfect for both high-energy situations and daily routines.

Known for her striking red lip, Ilona effortlessly blends beauty with sports as she faces various real-life challenges. From enjoying tasty snacks to enduring tough rugby tackles, the campaign highlights how this lipstick offers not only style but also resilience. In these bold spots, Ilona embodies the spirit of confidence and self-expression, proving that beauty has a place in even the toughest scenarios.

The Campaign Message

Samantha Steinberger, Maybelline's AVP and Head of Brand Engagement in the US, expresses enthusiasm about this collaboration. She states, "Ilona embodies the confidence, individuality, and resilience at the heart of Maybelline's mission. Her fearless approach to sport and beauty shows that our Super Stay Matte Ink is made for every occasion."

The advertisement serves a dual purpose. It not only showcases the lipstick but also celebrates Ilona’s humorous and spirited personality. By highlighting these attributes, the campaign appeals to individuals looking to feel empowered and beautiful in their own skin, regardless of the environment they find themselves in.

The Product Itself

Maybelline's Super Stay Matte Ink Liquid Lipstick comes in an array of 36 colors, from classic reds to trendy nudes. Each lipstick is designed to last up to an impressive 16 hours without smudging, ensuring that wearers look fresh no matter their activities. The product features a unique arrow applicator that allows for a smooth, precise application whether you’re on the field or enjoying a night out.

Ilona shares her personal experience with the product, stating, "I've worn Maybelline's Super Stay Matte Ink for years, and collaborating on this campaign was a full-circle moment for me. It’s exciting to show the unfiltered and powerful side of sports while proving that beauty belongs everywhere."

Dynamic Visual Storytelling

The campaign, produced by Shutterstock Studios, maximize's Ilona's vibrant character, capturing dynamic visuals that are as fun to watch as they were to create. Alexandra Gavillet, the director behind the scenes, has adeptly combined Ilona's playful spirit with a visually striking aesthetic, underscoring the energetic vibe of the campaign.

Commitment to Championing Women

This initiative aligns with Maybelline New York’s commitment to blending beauty with sports. Recently, the brand has partnered with numerous sports organizations to celebrate women who defy limitations. Their collaboration with the Women's Professional Lacrosse League and involvement with the TCS New York City Marathon underscore their dedication to empowering women.

Maybelline aims to illustrate that beauty is not just a subject reserved for glamorous moments but is also intertwined with activities that empower women daily. As the brand pushes the boundaries of how beauty is perceived, they reaffirm that it is a fluid concept that can navigate through sports, lifestyle, and individuality.

As Maybelline continues to inspire self-expression and confidence, the partnership with Ilona Maher stands as a testament to their ongoing mission to create products that are not only effective but also allow every individual to express their unique selves, no matter the setting.

Conclusion

In conclusion, the "Only in Matte Ink" campaign is more than just a product launch; it’s a powerful message advocating for self-confidence, individuality, and the strength that comes with self-expression. As Maybelline New York steps into this vibrant space, they not only promote an exceptional product but also uplift the voices and spirits of women in sports and beyond.