Beauty Launches

Maybelline Partners with Ilona Maher for a Matte Ink Campaign

The Rugby Olympian puts Super Stay Matte Ink Lipstick to the test, celebrating confidence and the power of self-expression in sport.

September 17, 2025

By: Rachel Klemovitch

Assistant Editor

Maybelline New York is putting its Super Stay Matte Ink Liquid Lipstick to the test in its new “Only in Matte Ink” campaign, led by Rugby Olympic Medalist Ilona Maher.

The high-energy spots highlight the long-lasting lip product while showcasing the confidence and unstoppable spirit that define Ilona.

Maher is joined by her sisters, Olivia and Adrianna, as well as Rugby Olympian Nicole Heavirland.

Samantha Steinberger, AVP, Head of Brand Engagement US for Maybelline New York, said,

“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.”

Known for her signature red lip that stays flawless through the roughest of games, Maher 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. The spot celebrates Maher’s humor, resilience, and individuality as she continues breaking barriers in sport and beauty.

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.

Maybelline’s Super Stay Matte Ink Longwear Liquid Lipstick delivers a vibrant matte finish in 36 super-saturated and long-lasting shades.

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.