Maybelline New York and Rugby Star Ilona Maher Team Up for a Game-Changing Matte Ink Campaign

Rugby Olympian puts the longwear Super Stay Matte Ink lip product to the ultimate test in a bold new campaign celebrating confidence, individuality, and the power of self-expression in sport.

NEW YORK, Sept. 15, 2025 /PRNewswire/ -- Maybelline New York is putting its iconic Super Stay Matte Ink Liquid Lipstick to the ultimate test in its new "Only in Matte Ink" campaign, led by Rugby Olympic Medalist Ilona Maher, joined by her sisters, Olivia and Adrianna, as well as Rugby Olympian Nicole Heavirland. The high-energy spots highlight the long-lasting lip product while showcasing the confidence and unstoppable spirit that define Ilona.

Known for her signature red lip that stays flawless through the roughest of games, Ilona takes viewers through a series of real-life challenges to prove Maybelline's Super Stay Matte Ink's staying power. From savoring delicious snacks to powering through tough tackles, sideline sips, and post-win water jug showers, she shows that her lip look simply won't budge. More than just a product demonstration, the spot celebrates Ilona's humor, resilience, and individuality as she continues breaking barriers in both sport and beauty.

"We're thrilled to partner with Ilona Maher for our 'Only in Matte Ink' campaign, highlighting the bold staying power of Super Stay Matte Ink in action," shared Samantha Steinberger, AVP, Head of Brand Engagement US for Maybelline New York. "Ilona embodies the confidence, individuality, and resilience at the heart of Maybelline New York's mission to inspire self-expression without limits. Her fearless approach to sport and beauty, combined with her genuine love for Super Stay Matte Ink, makes her the perfect partner to bring this campaign to life."

Maybelline's Super Stay Matte Ink Longwear Liquid Lipstick delivers a vibrant matte finish in 36 super-saturated and long-lasting shades, from classic reds to subtle nudes and bold bright colors. The formula provides up to 16 hours of waterproof wear without smudging or transferring, while the unique arrow applicator ensures precise, flawless application on and off the field.

"I've worn Maybelline's Super Stay Matte Ink for years, from dressing up to matches and major tournaments, so collaborating with the brand on this campaign was truly a full-circle moment," said Ilona Maher. "The campaign put a fun twist on my everyday life wearing Super Stay Matte Ink, and it's exciting to show the goofy, unfiltered, and powerful side of sports, proving that beauty belongs everywhere."

Produced by Shutterstock Studios, the campaign is full of personality and verve. Social-first and visually striking, it showcases Ilona's charisma and playful spirit through dynamic visuals captured by director Alexandra Gavillet, resulting in a piece as fun to watch as it was to create.

This campaign builds on Maybelline New York's commitment to celebrating the intersection of beauty and sports. In recent years, the brand has supported the Women's Professional Lacrosse League, partnered with New York Road Runners as the first cosmetics partner of the TCS New York City Marathon, and became the first cosmetics partner of WWE. Through these initiatives, the brand continues to champion women who push boundaries, showing that beauty moves, endures, and performs alongside them in every challenge they take on.

About Maybelline New York
Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. By combining technologically advanced formulas with on-trend expertise and New York City edge, Maybelline New York's mission is to offer innovative, accessible, and effortless cosmetics for all. In 2020, Maybelline introduced Brave Together, a long-term program to support anxiety and depression worldwide. Brave Together provides critical one-on-one support, an online education hub, a variety of programming to help destigmatize the conversation around mental health and has committed to donate $20 million over the next five years to global and local organizations. For more information visit www.maybelline.com or www.maybelline.com/bravetogether.

About Shutterstock Studios
Shutterstock Studios is a global, end-to-end production partner, trusted by the world's leading brands to bring any concept to life. From strategy to final delivery, Shutterstock Studios crafts powerful stories blending creativity with innovative techniques and technology. Whether it's live action, virtual production, 3D, or generative AI, Shutterstock Studios creates content that moves—people, brands, and boundaries. Any idea. Any format. Anywhere in the world.

SOURCE Maybelline New York