Maybelline partnered with BDG to bring its Fit Me Foundation inclusivity message to life by capturing the true diversity and energy of New York. Anchored in the NYC subway — a real cross-section of the city — BDG created spontaneous “metro makeover” moments, transforming everyday commuters into the faces of Maybelline across all 40 Fit Me shades. A hero video and suite of social-first assets celebrated the individuality, cultural richness, and self-expression that define both New York and the Fit Me community, reinforcing that the foundation is made for everyone, exactly as they are.