Beauty and speed may not seem like an obvious pairing. Yet in today’s culture, where fashion, music, and motorsport increasingly intersect, the connection feels surprisingly natural. With the launch of its SuperStay Vinyl Ink Racing collection, Maybelline New York taps into that fast-moving cultural moment, delivering high-performance colour inspired by the adrenaline of the track.
The global cosmetics powerhouse recently brought the concept to life in South Africa with an electrifying launch at the Kyalami Grand Prix Circuit, transforming one of the country’s most iconic racing venues into a beauty playground where guests could quite literally test the endurance of the products.
At the centre of the campaign is a simple idea: modern life moves quickly, and makeup should be able to keep up.
Where Racing Culture Meets Beauty
The inspiration behind the collection lies in the growing global fascination with motorsport, particularly among women.
“There’s been a noticeable increase in women getting into Formula 1 and racing culture,” explains Lerato Dumisa, Senior Product Manager for Maybelline South Africa. “More girls are interested in fast cars and that whole world, and we realised it’s not just a passing trend.”
That cultural shift sparked the idea for a beauty range that channels the spirit of speed and energy. Even the shade names echo the language of the racetrack.
“The colours are named after racing themes — things like Engine, Lap One and Adrenaline,” Dumisa says. “They’re all inspired by the world of racing and everything associated with it.”
Choosing Kyalami Grand Prix Circuit as the launch venue was a deliberate decision.
“We wanted to celebrate the launch in the home of racing in South Africa,” she says. “It felt like the perfect place to introduce a collection inspired by that culture.”
Built for Performance
At its core, the SuperStay Vinyl Ink Racing collection is about endurance. The six new shades build on Maybelline’s widely loved SuperStay Vinyl Ink formula, which promises up to 16 hours of wear with intense colour and a glossy vinyl finish.
The formula is designed to resist smudging and transfer while maintaining its signature high-shine pigment — a balance of durability and glamour that reflects the brand’s broader philosophy. For Dumisa, performance is non-negotiable.
“South African women live incredibly busy lives,” she says. “We’re constantly moving — working, commuting, socialising — and there isn’t always time to be reapplying lipstick throughout the day.”
That fast-paced reality shaped the way the collection was developed.
“This range is made for women who don’t want to worry about touch-ups,” she explains. “It’s windproof, helmet-proof, life-proof. You can eat, go about your day, and your lipstick still holds up.”
The Maybelline Girl
Another key element of the campaign is relatability. Maybelline’s global identity has always centred on accessible glamour — high-performing beauty that feels attainable.
“When we think about a Maybelline girl, she’s someone who relates to the everyday woman,” Dumisa says. “Our products are high-performance, but they’re also accessible and easy to use.”
That philosophy guided the selection of the campaign’s local ambassadors, including South African stars Kamo Mphela and DJ Doowap.
“They’re high-energy women who are constantly on the go,” Dumisa explains. “Whether they’re on stage or on the dance floor, they embody that fast-paced lifestyle.”
Their connection with audiences also played an important role.
“They’re aspirational but still very much in touch with their audiences and with South Africa,” she adds. “That balance is very important for us.”
Putting Beauty to the Test
Rather than simply showcasing the products, Maybelline invited guests to experience them under real-world conditions. During the launch event, attendees participated in high-speed driving experiences while wearing the lipstick, effectively putting the formula through its paces.
The message was clear: if the product can survive the wind and intensity of the racetrack, it can handle everyday life.
“We wanted people to really torture-test the product,” Dumisa says. “To see that it truly lasts.”
Racing Through Everyday Life
Ultimately, the campaign is about more than motorsport aesthetics. It’s a metaphor for modern living.
“Life itself feels like a race sometimes,” Dumisa reflects. “We’re always moving from one thing to the next.”
For Maybelline, the SuperStay Vinyl Ink Racing collection is designed to keep pace with that reality — delivering bold colour that lasts through the everyday rush.
“It’s for the girl who’s racing through life,” Dumisa says. “She needs something that works as hard as she does.”
With its fusion of culture, performance, and high-impact colour, Maybelline’s latest launch proves that beauty — much like racing — is often about speed, confidence, and staying power.
