Ilona Maher Puts Maybelline's Super Stay Matte Ink to Ultimate Smudge Test

Maybelline New York has put its iconic Super Stay Matte Ink Liquid Lipstick to the ultimate test in its new ‘Only in Matte Ink’ campaign, led by Rugby Olympic Medalist Ilona Maher, joined by her sisters, Olivia and Adrianna, as well as Rugby Olympian Nicole Heavirland. The high-energy spots highlight the long-lasting lip product while showcasing the confidence and unstoppable spirit that define Ilona.

Known for her signature red lip that stays flawless through the roughest of games, Ilona takes viewers through a series of real-life challenges to prove Maybelline's Super Stay Matte Ink's staying power. From savouring 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. More than just a product demonstration, the spot celebrates Ilona's humour, resilience, and individuality as she continues breaking barriers in both sport and beauty.

"We're thrilled to partner with Ilona Maher for our 'Only in Matte Ink' campaign, highlighting the bold staying power of Super Stay Matte Ink in action," shared Samantha Steinberger, AVP, head of brand engagement US for Maybelline New York. "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."

Maybelline's Super Stay Matte Ink Longwear Liquid Lipstick delivers a vibrant matte finish in 36 super-saturated and long-lasting shades, from classic reds to subtle nudes and bold bright colours. 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.

"I've worn Maybelline's Super Stay Matte Ink for years, from dressing up to matches and major tournaments, so collaborating with the brand on this campaign was truly a full-circle moment," said Ilona Maher. "The campaign put a fun twist on my everyday life wearing Super Stay Matte Ink, and it's exciting to show the goofy, unfiltered, and powerful side of sports, proving that beauty belongs everywhere."

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.

This campaign builds on Maybelline New York's commitment to celebrating the intersection of beauty and sports. In recent years, the brand has supported the Women's Professional Lacrosse League, partnered with New York Road Runners as the first cosmetics partner of the TCS New York City Marathon, and became the first cosmetics partner of WWE. Through these initiatives, the brand continues to champion women who push boundaries, showing that beauty moves, endures, and performs alongside them in every challenge they take on.