Lashes so real, the drama had to be fake: Maybelline releases new reality TV drama starring Ariana Madix
By Amiya Sehgal on Tuesday, May 27, 2025
To celebrate the launch of its new ‘Primer Donnas’ campaign, Maybelline New York has brought reality TV drama to the beauty aisle, starring reality star Ariana Madix from Vanderpump Rules in a cheeky spoof of your favourite reality shows.
Launched in May, the campaign spotlights Maybelline’s Grippy Serum Primer and Poreless Jelly Primer through a faux reality series filled with beauty-obsessed characters who are as serious about their primers as any reality TV contestant is about winning.
Created with agency Adam&EveDDB and directed by Melissa Bolton Klinger who is known for work on Us, X-Men, and The Daily Show, the campaign taps into the highs and lows of reality TV including the drama, the passion, and the bold personalities to show that finding your perfect primer should feel just as thrilling and unforgettable.
Adding to the fun, the spot features Love Island USA’s JaNa Craig, adding even more reality TV sparkle to the mix. Maybelline’s marketing head Zina Tagemouati said, “We wanted to bring the drama and boldness of reality TV into beauty, because your primer choice deserves to be a showstopper.”
With its mix of laughter, glamour, and serious primer power, the ‘Primer Donnas’ campaign promises to keep beauty fans hooked with no roses or eliminations, just flawless skin ready for the spotlight.
Who said primers can’t bring the drama? Maybelline’s here to prove them wrong.
