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
Person smiling
headshot of speaker

Content from this campaign

Philanthropy & Cause Initiatives

How a Lipstick Can Change a Life
A drag queen, charity workers, influencers, and members of the LGBTQ+ community have gathered for our photoshoot in joyful and vibrant energy – all in the name of lipstick.

Events, Media & Communications

MAC VIVA GLAM Sponsors 30th Annual Broadway Bares Show
M∙A∙C VIVA GLAM was proud to serve as the Presenting Sponsor for this year’s Broadway Bares: XXX show at the Hammerstein Ballroom on Sunday, June 26. Produced by and benefiting

Philanthropy & Cause Initiatives

MAC Cosmetics UK & Ireland Donates £50,000 to Micro Rainbow To Support LGBTQ+ Asylum Seekers and Refugees
The donation is funded from M·A·C Cosmetics’ long-standing VIVA GLAM campaign

Philanthropy & Cause Initiatives

MAC Cosmetics' Charitable Donation Supports Unicef's HIV Prevention and Treatment Programs
MAC Cosmetics, your go-to brand for flattering red lipstick and buzzy celeb-backed collaborations, is commemorating Mother's Day with a major announcement.

Philanthropy & Cause Initiatives

UNICEF and MAC Viva Glam Boost Efforts to Fight HIV/AIDS
Strengthening a 19-year partnership with UNICEF, MAC Viva Glam is donating $1.5 million to the organization’s work that helps women and children.

Philanthropy & Cause Initiatives

MAC VIVA GLAM Honors Mother's Day With New $1,500,000 USD Donation to UNICEF's Work Aiding Women and Children
MAC Cosmetics is proud to announce that its philanthropic Lipstick campaign, MAC VIVA GLAM, will donate $1,500,000 USD to continue supporting UNICEF’s mission of ensuring that all can access life-saving HIV prevention, treatment, care and support.

Philanthropy & Cause Initiatives

MAC Cosmetics Drops Its First-Ever NFTs With the Keith Haring Foundation
MAC Cosmetics is foraying into the metaverse with its first-ever NFT collection created in partnership with the Keith Haring Foundation.

Philanthropy & Cause Initiatives

Mac Cosmetics' First NFT Links With HIV/Aids Awareness
Mac Cosmetics is launching its first NFT in collaboration with the Keith Haring Foundation, in support of America’s National Youth HIV/Aids Awareness Day on 10 April.

Diversity & Inclusion

Celebrate International Women's Day With MAC VIVA GLAM
#MACVIVAGLAM partners with local organizations to fight for equal rights and healthy futures for women and girls, including around reproductive and sexual health education.

Social Impact & Volunteering

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 Viva Glam, would fund and raise awareness for HIV/AIDS programs.
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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...