When Kim Kardashian 'broke the internet' by way of a photo shoot in Paper magazine, Drew Elliott was its chief creative officer. Now a few months into his new role as global creative director at MAC Cosmetics, he sees continuity between the two roles.

"If pop culture could be a brand of cosmetics, it would be MAC. So to me, it was just a new kind of editorial challenge," Elliott said on this week's episode of the Glossy Beauty Podcast.

Indeed the Estée Lauder Companies-owned brand has its own ways of working with influencers and driving shoppers' attention in the age of social media. Those include its latest collaboration with "Euphoria" star Alexa Demie and campaign ideas that come from influencers themselves.

Elliott talked about how the world of influencers is changing, MAC's mission and of course, that notorious photo shoot.