Since 1994, MAC has raised over US$520,000,000 with its famous lipstick, where 100% of the selling price goes to fund and raise awareness for HIV/AIDS programs.
To mark the 30 year anniversary of its inception, the cosmetics brand has created a totally new Viva Glam lipstick shade, refreshed some existing shades and brought on two new faces – singers Kim Petras and Danna Paola – as the faces of its 30th anniversary Viva Glam campaign.
In 2023, Kim Petras became the first transgender artist to win a Grammy, with singer Sam Smith for their song Unholy, and hit number one on the Billboard charts.
Latin singer, songwriter and actress Danna Paola is a Latin-Grammy-nominated star from Mexico City.
L-R: Viva Empowered, Viva Planet, Viva Heart and Viva Equality.
The concept for Viva Glam was born from the desire of Frank Angelo and Frank Toskan, co-founders of MAC Cosmetics, to make a difference in the global fight against HIV/AIDS. They wanted to create a product that would not only be fashionable but also contribute to a social cause.
Helping raise the profile of that very first lipstick back in 1994? The first Viva Glam spokesperson, drag queen and LGBTQ+ icon RuPaul, establishing a long history of superstars representing the lipstick, that has also included Elton John, Pamela Anderson, Miley Cyrus, Dita Von Teese, Ariana Grande, Fergie and Sia.
In a inspiring move, given most charity partnerships only donate a percentage of sales, at its inception it was decided all proceeds from the lipstick would go directly to the MAC AIDS Fund, now known as the MAC Viva Glam Fund.
That commitment still remains, and over the years the lipstick has raised over half a billion dollars for the cause. The fund now works with local organisations around the world working to advance equal rights and healthy futures, including that inital HIV/AIDS focus as well as gender equality, race equality, environmental issues and more.
The new Viva Glam releases for 2024 include three previous releases, modernised with MAC’s updated silky matte finish as well as one totally new shade, a deep pinky-neutral shade called Viva Equality.
The previous releases have also had their names updated:
Intense brownish blue-red shade Viva Glam I is now Viva Heart. Creamy subdued pinkish-beige mauve shade Viva Glam II is now Viva Planet and muted brownish-plum shade Viva Glam III is now Viva Empowered.
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“Serving as the face of MAC Viva Glam has always been a rite of passage for the most legendary artists in the world,” said Petras of the new campaign. “I have to pinch myself every time I remember it’s now my turn. I am honored to be part of Viva Glam’s long legacy of lifting up people who haven’t always felt seen or represented, and look forward to inspiring the next generation to join us in making the world a more equal place.”
Paola said she is “excited to team up with MAC to empower other women and girls to find their voice and give back to communities in need of support.”
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