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.
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Content from this campaign

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.

Philanthropy & Cause Initiatives

200+ Shades Give Back 100% To Support Equal Rights on MAC VIVA GLAM Day of Giving
Shop any Lipstick*. Give back 100%! On June 9, 200+ Lipstick shades will give back 100% toward VIVA GLAM’s mission to support healthy futures and equal rights for all in honour of Pride month.

Diversity & Inclusion

MAC Cosmetics Celebrates Transgender Day of Visibility
Founded in 1984 by two men and members of the LGBTQIA+ community, M·A·C Cosmetics is a place where LGBTQIA+ people have been welcomed since day one to express their creativity and where they can feel comfortable being their true selves. 

Philanthropy & Cause Initiatives

MAC Cosmetics Celebrates International Women’s Day With a Call To Accelerate Equality
This International Women’s Day, M·A·C Cosmetics is joining this year’s call to accelerate equality.

Diversity & Inclusion

RuPaul Pays Tribute to 1994 MAC Viva Glam Look on RuPaul’s Drag Race 200th Episode Runway
RuPaul paid tribute to — who else — RuPaul on the runway for the monumental 200th episode of RuPaul's Drag Race.

Awards, Ratings & Rankings

MAC VIVA GLAM Keith Haring Campaign Wins Silver “Corporate Social Responsibility” Anthem Award
M·A·C Cosmetics announces recognition from the 2nd Annual Anthem Awards for the Silver “Corporate Social Responsibility” Award in the Health category for the brand’s M·A·C VIVA GLAM Keith Haring Campaign.

Events, Media & Communications

MAC Sponsors Grassroot Soccer's World AIDS Day Gala
M·A·C was proud to honor World AIDS Day, a day that is so important to the brand’s philanthropic VIVA GLAM campaign, by sponsoring the Grassroot Soccer World AIDS Day Gala on December 1st in New York City.

Philanthropy & Cause Initiatives

MAC Reveals Winners of VIVA GLAM Artist Ambassador Challenge
On World AIDS Day, December 1st, M·A·C Cosmetics was proud to reveal the five winners of the brand’s recent VIVA GLAM Artist Ambassador Challenge.

Events, Media & Communications

Give a GLAM This World Aids Day!
VIVA GLAM is M·A·C’S charity initiative that donates to charities who support Sexual Equality, Gender Equality and Racial Equality for people of All Ages, All Races and All Genders.

Diversity & Inclusion

In Celebration of Trans Awareness Week MAC Cosmetics Launch Inclusive Makeup Edit by Joseph Harwood (He, She, They) and Donate £50,000 to Mermaids Charity
M·A·C UK&I has donated £50,000 to Mermaids funded from 100% of the proceeds of M·A·C VIVA GLAM Lipsticks, to meet the charity's ever-increasing demand for services which supports transgender, nonbinary and gender-diverse children and young people.
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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...