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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Content from this campaign

Mac Cosmetics' First NFT Links With HIV/Aids Awareness
An NFT collection from Mac is being launched to mark America’s National Youth HIV/Aids Awareness Day, inspired by the brand’s collaboration with the Keith Haring Foundation. The list of brands launching NFTs lengthens by the week. The latest name on board is Mac Cosmetics, which is launching its first NFT in collaboration with the Keith Haring Foundation, in support of...
Apr 11, 2022 1:05 PM ET
Celebrate International Women's Day With MAC VIVA GLAM
Celebrate International Women’s Day the MAC way with the Lipstick that gives back 100%! MAC VIVA GLAM partners with local organizations to fight for equal rights and healthy futures for women and girls. Every cent of the selling price of MAC VIVA GLAM Lipstick is donated to local organizations that support the health and rights of women and girls, the LGBTQIA+ community and those living with...
Mar 14, 2022 12:20 PM ET
A Brief History of MAC's Iconic Viva Glam Campaign
Way back in 1994, beauty goliath MAC Cosmetics had an idea to team up with breakout names to release a yearly capsule collection of lipsticks and glosses. The campaign, called ...
Jan 6, 2022 8:30 AM ET
Everyday Is World AIDS Day at M·A·C Cosmetics
To mark the 40th anniversary of the first AIDS related death in the UK, ITN Productions partnered with the British HIV Association, Elton John AIDS Foundation and Terrence Higgins Trust to produce a program titled HIV at 40. It premiered on World AIDS Day and featured a 4-minute segment of M∙A∙C VIVA GLAM, the brand’s iconic giveback program which has raised over $500,000,000 for the...
Dec 15, 2021 10:30 AM ET
M·A·C Cosmetics, Fashion Designer Gareth Pugh and Writer/Director Carson McColl Host London Vigil Marking 40 Years Since the Discovery of AIDS
In honor of World AIDS Day, M·A·C Cosmetics, fashion designer Gareth Pugh and writer/director Carson McColl, organized a candlelight vigil at Carnaby Street in London to honor the millions of people around the world who have died from AIDS. This year is particularly significant, as it marks the 40th anniversary of the of the first reported case of AIDS, as well as the 27th anniversary of M·A·C...
Dec 3, 2021 10:35 AM ET