Martha Stewart Takes Creative Control of Her Viral MAC Campaign

The campaign, which promoted MAC’s revamped nude lipstick collection in January 2025, leaned into a provocative aesthetic that Stewart admits was partially inspired by Kim Basinger’s performance in the 1986 erotic drama 9½ Weeks. Speaking to AARP The Magazine, the 85-year-old confirmed that the intimate close-ups and flirty food choices were her own ideas rather than the product of a corporate advertising team. By blending her signature elegance with a daring tone, Stewart managed to generate significant online buzz while maintaining the core identity of her brand.

This hands-on approach extends far beyond her commercial partnerships. Stewart maintains strict control over her personal Instagram presence, using the platform to curate a mix of farm life, gardening, and unconventional social media experiments. Whether she is posting a sultry selfie or playing matchmaker for her local car repairman, Stewart continues to leverage her digital influence to stay relevant to younger audiences. Her ability to navigate modern social media trends while challenging traditional beauty standards has solidified her status as a top influencer, proving that her transition from print and television to the digital era is far from accidental.