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

M·A·C's VIVA GLAM x Keith Haring Lipsticks Are a '90s Club-Kid Dream
When MAC launched its first Viva Glam lipstick 1994, HIV/AIDS was the the leading cause of death for all Americans ages 25 to 44. The country, at the time, felt bleak. “The disease robbed the world of 15 to 20 years of creative spirits, energy, and souls” says John Demsey, president of MAC at the time, who now serves as executive group president of Estée Lauder Group. The brand’s first Viva...
Dec 2, 2021 9:30 AM ET
M·A·C Cosmetics Marks 27 Years of Giving Back 100% With Newest Campaign, VIVA GLAM x Keith Haring
November 30, 2021 /3BL Media/ - Since 1994, M·A·C VIVA GLAM has raised over $500,000,000 globally to support healthy futures and equal rights for all. For the iconic giveback program's 27th anniversary, M·A·C Cosmetics has teamed up with The Keith Haring Foundation to create three special-edition Lipsticks in the late artist's signature primary colour palette that give back 100%. The...
Nov 30, 2021 10:00 AM ET