Comic cosmetics

With Star Trek Beyond, the latest installment of the film franchise reaching cinemas this summer, MAC has unveiled a 25-piece Star Trek-themed collection, inspired by the series’ progressive vision of the future.

The move comes as more mainstream beauty brands diversify their conceptions of beauty and reach for universal cultural references in a bid to engage with broad-minded Gen Viz audiences. Covergirl was the first in the beauty world to explore comic book culture, with its Star Wars-themed collection.

‘A lot of people have a negative, preconceived notion of the words ‘geek’ or ‘nerd’,’ explained Dena Rees, founder of indie beauty brand AFK Cosmetics during San Diego Comic-Con 2016. ‘And they assume that it’s somebody who doesn’t put any effort into the way that they look or doesn’t care. And that’s not how it is.’