Does boldness end at the colour of lipstick, or does it extend to the impact it leaves on society?
From funding life-saving initiatives to challenging outdated beauty standards, this little tube of colour has done more than just add a pop of glam—it has sparked conversations, championed inclusivity, and raised over half a billion dollars for vital causes. In a world where conscious consumers are redefining beauty, the rise of “beauty for better” initiatives proves that makeup can be more than just a product—it can be a movement.
MAC has been ahead of the curve in responding to the growing consumer demand for purpose-driven products, as more people seek to support brands that align with their values. Marking its 30th anniversary, MAC has unveiled a brand-new Viva Glam lipstick shade, refreshed its beloved classics, and introduced two fresh faces—singers Kim Petras and Danna Paola—as the ambassadors of this milestone campaign.
Viva Glam was born from the vision of MAC co-founders Frank Angelo and Frank Toskan, who sought to create a beauty product that not only made a statement but also made a difference. Since its launch in 1994, the initiative has raised over $520 million to support those affected by HIV/AIDS, positively impacting over 19 million lives worldwide. In the UK and Ireland alone, MAC has contributed £25 million to local charitable organizations across four key pillars: sexual, gender, racial, and environmental equality.
In 2024 MAC reintroduced three classic Viva Glam shades with an upgraded silky matte finish, alongside an entirely new hue—Viva Equality, a deep pinky-neutral shade designed to celebrate inclusivity. Carving out a legacy by committing to beauty in tandem with purpose, MAC continues to prove that a single lipstick can spark real change.
The Legacy of Viva Glam: More Than Just a Lipstick
The Story Behind ‘Beauty with Purpose’
The journey of Viva Glam started in 1994 when forward-thinking co-founders, Frank Toskan and the late Frank Angelo, witnessed firsthand the devastating impact of the HIV/AIDS epidemic on their community.
Transforming vision into impact, the founders used this opportunity to harness their successful brainchild towards a humanitarian goal. At the time, MAC was gaining momentum, and the founders saw an opportunity to leverage their success for a meaningful cause. They launched Viva Glam lipstick, a product that donated 100% of its selling price to organizations supporting people affected by HIV/AIDS, including soup kitchens and homeless shelters that provided a safe and welcoming space without judgment. The name Viva Glam was chosen intentionally—“viva” symbolizing life and “glam” representing beauty and confidence. The original Viva Glam campaign was crafted by artist Donald Robertson, a close friend of the founders.
The initiative began with a single bold lipstick shade, Viva Heart (formerly Viva Glam I), a striking brownish blue-red designed as a powerful statement of solidarity for those impacted by the crisis. The founders, deeply grateful for the community that had embraced MAC, wanted to give back in a meaningful way.
It was during a visit to Woodstock in New York that they discovered RuPaul, leading to the first-ever Viva Glam campaign starring the legendary Black drag icon. This reinforced the brand’s fearless identity; the brand made history by selecting a groundbreaking move in the beauty industry at the time. This bold choice was a testament to MAC’s commitment to inclusivity and advocacy for marginalized communities.
While each Viva Glam lipstick is undeniably stunning, its greatest impact lies in the cause it supports. Since its inception 27 years ago, this “little lipstick that could” has raised over half a billion dollars, making a tangible difference in communities worldwide.
With over 13,000 MAC artists globally and a star-studded list of spokespeople, Viva Glam continues to thrive. These dedicated ambassadors not only promote and sell the lipstick year-round but also stand in solidarity with communities by participating in Pride parades, AIDS walks, and volunteering with MAC’s charitable partners. Their indomitable passion keeps Viva Glam relevant and top-of-mind for consumers, reinforcing its legacy as a force for empowering change.
The Four Pillars of Viva Glam Giving
SEXUAL EQUALITY: MAC continues to support local organizations providing direct HIV services, such as Positive East, Waverly Care, HIV Ireland, Terrence Higgins Trust, and George House Trust. Additionally, Viva Glam funds initiatives that empower the LGBTQ+ community, including Micro Rainbow in the UK, which provides safe housing and support for queer and trans asylum seekers and refugees. In the U.S., MAC’s partnership with It Gets Better will help fund “queer proms” across the country, creating safe and celebratory spaces for LGBTQ+ youth.
GENDER EQUALITY: As reproductive and gender rights face increasing threats worldwide, MAC remains committed to funding organizations that advocate for bodily autonomy. This includes Mermaids in the UK, which supports transgender and non-binary youth, and The Trevor Project, which uses its Viva Glam grant to provide education, crisis prevention, and advocacy for LGBTQ+ youth. Additionally, Viva Glam continues to uplift women and girls through grants to organizations like Canada’s Adsum Association for Women and Children.
RACIAL EQUALITY: MAC champions diversity and inclusion through Viva Glam donations, advocacy, and inclusive product development. In the UK, Viva Glam funds the Race Equality Foundation, which supports young people affected by racial trauma, while MAC UK & Ireland has partnered with Ballet Black for over 20 years to promote diversity in ballet. In Canada, MAC supports Indspire, a charity dedicated to advancing educational opportunities for Indigenous communities. The U.S. branch of Viva Glam is set to announce new partnerships in the fall.
ENVIRONMENTAL EQUALITY: Recognizing the urgent need for environmental action, MAC has been a pioneer in sustainable beauty for over three decades. Its Back-To-MAC program launched 33 years ago, was one of the first beauty recycling initiatives. In 2024, the brand took this commitment further by partnering with Plastics for Change, removing 550,000 pounds of plastic from India’s coastal areas while supporting 200 plastic collectors and their communities with vital social services.
The Next Chapter of Viva Glam
As Viva Glam enters a new era, MAC partners with two of today’s biggest music stars to amplify its mission. Aïda Moudachirou-Rébois, Global Senior Vice President and General Manager of MAC Cosmetics emphasizes that while the campaign has achieved incredible milestones over the past three decades, there is still much work to be done. She hopes this new chapter will inspire the next generation to help raise another half-billion dollars, ensuring Viva Glam continues making a lasting impact where it is needed most.
How Viva Glam Lipstick Became a Global Movement
Reinventing the Viva Glam Lipstick
Alongside its revamped mission, Viva Glam is introducing a fresh take on its iconic lipstick. The new M·A·Cximal Silky Matte Viva Glam collection features four bold shades with a luxurious finish, reimagined names, and a sleek new look.
- VIVA Heart (formerly Viva Glam I) – This intense blue-red was the first Viva Glam shade, launched in 1994 to support those impacted by the AIDS crisis.
- VIVA Planet (formerly Viva Glam II) – A soft pink-beige with shimmer, introduced in 1997 for those who wanted a more subtle way to support the cause.
- VIVA Empowered (formerly Viva Glam III) – A deep brown plum, the boldest shade yet, was introduced in 2000.
- NEW! VIVA Equality – To celebrate 30 years of Viva Glam, this warm mid-toned nude was created to complement all skin tones and expand fundraising efforts.
Over the years, Viva Glam has collaborated with 50 influential celebrities. The impact of these partnerships is evident—at major award shows, it’s striking to see that nearly 75% of the stars walking the red carpet have worked with MAC at some point in their careers. The dazzling lineup of celebrity ambassadors includes a legacy that began with RuPaul and continued with stars such as Sir Elton John (2002), Linda Evangelista, Chloë Sevigny, Pamela Anderson (2004), Lisa Marie Presley, Dita Von Teese (2006), Lady Gaga (2011), Rihanna and Miley Cyrus (2014/15), Ariana Grande (2016), Rosalía (2020), and Keith Haring (2022). Over the years, MAC has collaborated with icons like Lady Gaga and Mary J. Blige, always staying ahead of the curve by selecting talent before they reach superstardom.
“Over the decades, we have expanded the Viva Glam lipstick lineup to cater to different styles and preferences, from bold, vampy shades to versatile nudes. We now have four Viva Glam lipsticks in our permanent collection, including the newest shade, Viva Equality—a universally flattering mid-tone warm nude,” says Aïda Moudachirou-Rébois.
The launch of these shades is part of MAC’s broader overhaul with a modern vision of its iconic lipstick range. Cult favourites like Ruby Woo, Russian Red, Velvet Teddy, and Devoted to Chili have been reimagined with an upgraded silky matte finish and a nourishing formula designed for richer colour, improved comfort, and longer wear. The lineup now includes 44 M·A·Cximal Silky Matte shades, including the four Viva Glam lipsticks that continue to give back 100% of their proceeds to charitable causes.
What began as a movement in just three countries has since expanded to over 120 nations, with MAC remaining deeply rooted in both global outreach and local community efforts. The brand continues to champion gender equality and LGBTQ+ rights; and provides immediate support to those affected by crises, whether due to infectious diseases or other hardships. MAC’s dedication to radical inclusion and social responsibility remains unwavering, ensuring its legacy of advocacy resonates with future generations.
