M·A·C VIVA GLAM

M·A·C Cosmetics’ charitable campaign, VIVA GLAM, has raised over $500 million USD since its inception in 1994, exclusively through the sale of M·A·C VIVA GLAM lip products. Combining glamour with a rigorous funding approach, M·A·C Cosmetics has worked with provocative powerhouse talent, including Winnie Harlow, Sia, Miley Cyrus, Elton John, Mary J. Blige and Ricky Martin to drive sales of VIVA GLAM lip products, with 100% of sales supporting healthy futures and equal rights for women, girls, and the LGBTQ+ communities while maintaining its decades-long support for those living with HIV/AIDS. To date, the sale of VIVA GLAM products has funded more than 1,800 organizations around the globe.

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Videos from this campaign

Three images of lipsticks being applied to lips and swatched on a hand.
video thumbnail of Bradley Miller
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Content from this campaign

Philanthropy & Cause Initiatives

MAC Cosmetics Aims To Inspire the Next Generation of Trans Makeup Artists
Through its 29-year-old Viva Glam philanthropic program, MAC Cosmetics has a new initiative focused on educating and inspiring the next generation of trans makeup artists.

Philanthropy & Cause Initiatives

MAC Cosmetics: Changing Lives One Lipstick at a Time
As M·A·C embarks on its 40th anniversary in 2024, it plans to elevate VIVA GLAM to become the brand’s all-encompassing purpose platform centered around equality for everyone – while continuing its longstanding support for people impacted by HIV/AIDS.

Philanthropy & Cause Initiatives

MAC Sponsors National Trans Visibility March in Fight for Equality
M·A·C Cosmetics was proud to serve as a Presenting Sponsor for the fifth annual National Trans Visibility March on October 21st in New York City.

Awards, Ratings & Rankings

MAC Is Recognized As “Certified Inclusive” by the SeeMe Index and Ranks #1 of All Beauty Companies for Its Commitment to BIPOC and LGBTQIA+ Communities
Since its founding nearly 40 years ago, M·A·C has been championing for the acceptance and equal rights of all ages, races and genders.

Diversity & Inclusion

MAC Cosmetics Launches “Equal Futures” Makeup Artistry Program for LGBTQIA+ Youth
M·A·C Cosmetics concluded its first-ever Equal Futures Makeup Artistry Program this October in partnership with long-time VIVA GLAM grantee, The Hetrick-Martin Institute (HMI).

Diversity & Inclusion

Bhumi Pednekar Stars As the New Face of MAC VIVA GLAM, Joining the Ranks of Icons Before Her
Talented and versatile Bollywood actor, Bhumi Pednekar joins forces with M·A·C Cosmetics for the much anticipated 29th year of its pioneer VIVA GLAM charitable initiative, which supports healthy futures and equal rights for all.

Philanthropy & Cause Initiatives

MAC VIVA GLAM Sponsors 31st Annual Broadway Bares Show
M∙A∙C VIVA GLAM was proud to serve as the Presenting Sponsor for this year’s Broadway Bares: Pleasure Park at the Hammerstein Ballroom in New York City on Sunday, June 28. The show was produced by and benefited the nonprofit Broadway Cares/Equity Fights AIDS.

Diversity & Inclusion

MAC Cosmetics Honors Juneteenth Through Expanded Partnerships With Race Forward and Broadway League
As part of its longstanding commitment to racial equity, M·A·C Cosmetics honored Juneteenth by announcing that it is extending its partnership with Race Forward through a $100,000 USD donation from M·A·C VIVA GLAM.

Philanthropy & Cause Initiatives

MAC Cosmetics Participates in 38th Annual AIDS Walk New York
M·A·C Cosmetics is proud to have participated in another successful year of fundraising for the Annual AIDS Walk New York! On Sunday, May 21st, the M·A·C Cosmetics Team participated in the 38th annual walk, which raises funds for primary beneficiary Gay Men’s Health Crisis.

Philanthropy & Cause Initiatives

MAC VIVA GLAM Teams Up With amfAR Cannes Gala 2023
M·A·C VIVA GLAM served as the official beauty partner for the amfAR Cannes Gala 2023, which this year raised $17 million USD for HIV/AIDS research.
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More from M·A·C Cosmetics

  1. M·A·C VIVA GLAM
    M·A·C Cosmetics’ charitable campaign, VIVA GLAM, has raised over $500 million USD since its inception in 1994, exclusively through the sale of M·A·C...