There’s a quiet power to Gracie Abrams’ presence—both on stage and in front of the camera. The Grammy-nominated singer-songwriter, known for her introspective lyrics and raw emotional resonance, now brings that same authenticity to beauty as the face of Hourglass Cosmetics’ Summer 2025 campaign. Shot by renowned photographer Ben Hassett, the campaign, titled “Any Time, Any Place, Any Wear,” captures Gracie in moments both intimate and effortlessly chic, proving that real beauty isn’t about transformation—it’s about enhancement, ease, and staying true to yourself.
A Day in the Life of Effortless Beauty
The campaign unfolds like a visual diary, tracing Gracie’s day from soft morning light to golden-hour glow. In one frame, she’s fresh-faced, her skin luminous with the Veil Hydrating Skin Tint, a lightweight formula that blurs imperfections while letting real skin peek through. In another, she’s slightly more polished—dark lashes defined, complexion perfected with the Vanish Airbrush Concealer, yet still unmistakably her.
The star of the lineup? The brand’s new Illusion Priming Moisturizer, a hybrid product that preps skin with hydration and a subtle, lit-from-within radiance. It’s the epitome of Hourglass’ philosophy: makeup that works with you, not against you.
Beauty as an Extension of Art
For Gracie, the connection between music and makeup runs deep. “When I write a song, I tune everything else out to stay true to myself,” she shares. “Beauty is the same—I’m not interested in covering up who I am. I want to feel real, confident, and like myself, whether I’m onstage or just starting my day.”
That ethos is reflected in the campaign’s aesthetic—no heavy contour, no overdone glam, just Gracie as she is: thoughtful, magnetic, and radiant in her simplicity. It’s a refreshing take in an era of maximalist beauty, proving that less can be infinitely more compelling.
Why Hourglass and Gracie Are the Perfect Match
Hourglass has long been synonymous with clean, luxury makeup that prioritizes skin-first formulas, and Gracie embodies that ideal flawlessly. Her appeal lies in her unfiltered relatability—she’s the girl next door, if the girl next door also happened to write soul-baring ballads and sell out tours.
This collaboration isn’t just about selling products; it’s about celebrating individuality and the beauty of subtlety. The campaign’s imagery—soft focus, warm tones, and a quiet confidence—mirrors Gracie’s own artistry: understated, deeply felt, and impossible to ignore.
The Takeaway: Effortless Beauty Is Timeless
In a world that often equates beauty with dramatic transformations, Gracie and Hourglass offer a different narrative: true glamour doesn’t shout. It lingers. It’s in the way skin glows with just a hint of product, the way brows look full but not fussed-over, the way lipstick stains rather than masks.
This campaign is a reminder that the most memorable beauty looks aren’t about hiding—they’re about revealing. And with Gracie Abrams as the muse, that message has never felt more genuine.
Shop the Summer 2025 collection at HourglassCosmetics.com.
