Mally Beauty Is Relaunching With a Focus on ‘Maxed-Up Makeup’

When you’ve been Beyoncé, Jennifer Lopez and Alicia Keys’ makeup artist, there’s no arguing that you know a thing or two about beauty. Mally Roncal launched her beloved beauty brand, Mally Beauty, over 15 years ago, and now she’s re-introducing it to inspire a whole new generation of beauty lovers.

The re-launch is kicking off with a campaign, “Life is Better with Makeup.” This moto underscores the essence of Mally Beauty. The brand looks at makeup as a powerful confidence booster, mood-lifter and fun form of self care. The campaign video features women at the gym, giving birth, doing chores and getting stuck in traffic all while wearing full-glam.

Mally Beauty contrasts the minimalist makeup trends with everyday glamour. “It’s not no-makeup makeup, it’s Maxed Up Makeup!” the brand exclaims. Roncal says she has nothing against the no-makeup makeup trend, even going for that look sometimes herself, “but I also believe in the power of glam. There were so many days during the pandemic that doing a full face changed my emotional state for the day, made me feel more positive even if I wasn’t leaving the house.” She adds that Maxed Up Makeup “gives you power, confidence and excitement about life.”

Roncal isn’t just interested in maximizing glam but also maximizing life. “I’m all about living life to the max—maximizing the time I have on this earth, maximizing the number of memories I create with my husband and kids, loving my friends and family to the max, and the same goes for makeup,” says Roncal. Maxed Up Makeup is not about wearing a lot of makeup or painting it on like a clown—it’s about maximizing your own beauty and not downplaying it. There is a mood-lifting power in putting on a full face of makeup and going full glam.”

She notes that her entire product line, including the products in the new Maxed Up Makeup kit (available February 22), is inspired by her celebrity clientele. “The kit includes my Evercolor Shadow Stick ($25), which I originally created for Beyoncé. She was always respectful of my art when I was doing her makeup, but she also liked to get it done quickly,” says Roncal. “I was hellbent on creating a product that was a primer, eyeshadow, and brush all in one.”

The Poreless Face Defender ($45) in the kit is a RuPaul favorite, even on his head, says Roncal. Other items in the kit include Evercolor Starlight Waterproof Eyeliner ($19), Plush Pen Brightening Concealer ($26), Positive Color Lip + Cheek Stick and More is More Mascara ($20). “Literally everything you need to do a full-glam Maxed Up Makeup look that’s as perfect for everyday use as it is for a special occasion. And get it on fast—full glam doesn’t have to take hours. It can be done with six products in practically no time.”

Roncal is excited for this relaunch of Mally Beauty as makeup is making a comeback post-pandemic. “My namesake brand, Mally Beauty, is back with a new team and new innovative products, and makeup is back! Wearing it, playing with it, buying it, loving it, it’s all back, and I’m so excited to usher in the era of Maxed Up Makeup.”