Maybelline launches Only in Matte Ink campaign with Olympic rugby star Ilona Maher

Olympic-level rugby meets bold beauty as a longwear lipstick goes through the ultimate sports test on and off the field.

Real Athletes Put Iconic Lipstick to the Test

Maybelline New York has launched a new campaign, “Only in Matte Ink,” starring Rugby Olympic Medalist Ilona Maher, with her sisters Olivia and Adrianna, and fellow Olympic rugby player Nicole Heavirland. The high-energy spot shows Ilona’s signature red lip holding up through eating, celebrating, tough tackles, sideline sips, and even a post-win water jug shower. The message is clear: Maybelline’s Super Stay Matte Ink Liquid Lipstick endures real sport, real snacks, and real life—staying flawless under the most extreme athletic challenges.

Confidence and Authenticity in Every Shade

Samantha Steinberger, AVP, Head of Brand Engagement US for Maybelline New York, said:
“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. 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.”

In the spot, Ilona’s humor, tenacity, and individuality shine through—as do her lips. This campaign is about more than beauty: it’s about showing that performance products belong in every woman’s kit, whether that’s for game day or just another Monday.

Ilona’s Full-Circle Beauty Moment

Ilona Maher said:
“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. 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.”

Shades, Performance, and Application

Available in 36 super-saturated, transfer-proof shades, Super Stay Matte Ink Liquid Lipstick boasts a precise arrow applicator, waterproof formula, and up to 16 hours of all-day wear. From true red to classic nudes and neon brights, there’s a color for every expression. The tool delivers perfect results for active lifestyles—on and off the field.

Built to Endure—In Sport and Beauty

The “Only in Matte Ink” campaign, produced by Shutterstock Studios and directed by Alexandra Gavillet, uses visual storytelling and personality-driven footage to blend the worlds of sport and self-expression. Recent Maybelline partnerships—with the Women’s Professional Lacrosse League, New York Road Runners (NYC Marathon), and WWE—show the brand’s commitment to empowering women who push boundaries and redefine beauty norms.

Learn more and shop the full Super Stay Matte Ink collection here. This campaign proves that self-expression, confidence, and bold color have no limits—on the pitch or wherever life leads.