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VIVA GLAM is MAC Cosmetics' charitable campaign that was founded in 1994 to raise money and awareness for HIV/AIDS at a time when the pandemic was dramatically affecting fashion communities, as well as the wider world.
Today, the full RRP (less VAT) of VIVA GLAM Lipsticks is donated to organisations that support the health and rights of people of All Ages, All Races and All Genders. These grants are made to non-profit organisations we believe can make a meaningful impact on health, rights and equality.
As the largest corporate non-pharmaceutical giver in the arena, MAC is committed to supporting diverse organisations around the world who help women, girls, and the LBGTQIA+ communities whilst maintaining its decades-long support for those living with HIV/AIDS.
To date, the campaign has raised over $500 million USD exclusively through the sale of the VIVA GLAM lip products.
HOW MUCH HAS VIVA GLAM RAISED?
To date, the sale of VIVA GLAM products has raised over $520 million globally and £25 million in the UK & Ireland and funded more than 1,800 organizations around the globe.
VIVA GLAM funds support healthy futures and equal rights for women, girls, and the LGBTQIA+ communities while maintaining its decades-long support for those living with HIV/AIDS.
The full RRP (less VAT) of VIVA GLAM Lipstick is donated to organisations that support the health and rights of people of All Ages, All Races and All Genders. We will make grants to non-profit organisations we believe can make a meaningful impact on health, rights and equality.
WHO ARE THE VIVA GLAM AMBASSADORS?
Drag icon RuPaul, resplendent in shiny red leather boots and corset, was the first face of VIVA GLAM. On that day, a legendary campaign was born; one that would see many different stars and styles over the years, but which would always retain at its core that same spirit of irreverence, outrageous style and irrepressible love of life.
In the two decades that have followed since RuPaul made her billboard splash, the galaxy of stars who have fronted the campaign is unparalleled, including Lady Gaga, Elton John, Debbie Harry, Boy George, Cyndi Lauper, Nicki Minaj, Ricky Martin, Christina Aguilera, Dita Von Teese, Shirley Manson, Mary J Blige, Rihanna, Miley Cyrus, Ariana Grande, Taraji P. Henson, AND Sia.
Our latest collaborator is international icon Rosalía, who debuted as the new face of M·A·C VIVA GLAM in 2020 – also launching an all-new, limited-edition shade to celebrate 26 years of giving back 100%*.
*In the UK and Ireland, the full recommended retail price (RRP) (less VAT) from the sale of VIVA GLAM lipsticks is donated to organisations that support the health and rights of people of All Ages, All Races and All Genders. We will make grants to non-profit organisations we believe can make a meaningful impact on health, rights and equality.
WHAT VIVA GLAM PRODUCTS ARE AVAILABLE?
In 1994, we introduced the original VIVA GLAM Lipstick (NOW VIVA HEART)– an outspoken deep red. In 1997, VIVA GLAM II (NOW VIVA PLANET) was created – a pinked mauve. VIVA GLAM III (NOW VIVA EMPOWERED) – a foxy brown-plum – launched in 2000. In 2024, VIVA EQUALITY was launched - a deep neatral shade. Now all VIVA GLAM Lipstick shades are in our NEW Silky Matte MACximal formula.
MAC is committed to supporting diverse organisations around the world who help women and girls, the LBGTQIA+ community and people living with or affected by HIV/AIDS. Over the years, we have partnered with an incredible line up to raise money and awareness, including the creation of limited-edition VIVA GLAM products.
*In the UK and Ireland, the full recommended retail price (RRP) (less VAT) from the sale of VIVA GLAM lipsticks is donated to organisations that support the health and rights of people of All Ages, All Races and All Genders. We will make grants to non-profit organisations we believe can make a meaningful impact on health, rights and equality.
Pop sensation Kim Petras regularly uses her global platform to advocate for the LGBTQIA+ community and MAC VIVA GLAM partners like the National Aids Trust.
Singer, actress, songwriter and producer Danna is passionate about women’s equality and uses her voice to support underserved communities around the globe.
MAC UK & IE have donated over £100,000 to Micro Rainbow through its VIVA GLAM charity initiative to date, helping to provide safe houses & support for LGBTQIA+ asylum seekers and refugees.
The newest MAC UK & IE VIVA GLAM charity partner, Mermaids, supports transgender, non-binary and gender-diverse young people and their families. This year’s £50k donation supports their vital helpline services and their in-person & online community groups and events, which help over 10,000 people a year.
Since 1997 MAC donations totalling £1.2 million made via its VIVA GLAM charity initiative supports Terrence Higgins Trust’s programmes for all communities living with HIV. Through skills workshops, hardship grants, counselling and peer support groups – this work changes hearts, minds and lives.
This year’s £60k grant from MAC will support Waverley Care’s new pilot peer education project in Scotland, which aims to spread awareness and education amongst Scotland’s growing minority ethnic communities and reduce the stigma for HIV. In 2022 the MAC VIVA GLAM grant supported Waverley Care’s new website build and relaunch which supports and provides information to more than 100,000 visitors a year. MAC is proud to have been supporting their work since 2002 with grants totalling 800k made via its VIVA GLAM charity initiative.
George House Trust’s vision is for a world where HIV holds no one back, and working with MAC VIVA GLAM, they have been able to use £1.3 million of funding to provide opportunities to build skills and ensure people can empower themselves to live healthily and confidently with HIV across the north-west. Not only does the funding from M·A·C VIVA GLAM enable everyone living with HIV to use their voice to raise awareness, challenge stigma and promote inclusion; it inspires community action from the grass roots for all.
The MAC VIVA GLAM campaign has supported National AIDS Trust for over 20 years with over £2.8 million in grants, to achieve huge policy successes. This year’s donation of £50k will build on this, allowing National AIDS Trust to be nimble and react quickly when new issues emerge.For example, VIVA GLAM supported the cost of court action which led to prep being available via the NHS across England. The grant provided in 2022 contributed to the biggest expansion of HIV testing in a decade, through the hugely successful Opt-Out Testing Programme in hospitals.
MAC VIVA GLAM is proud to support Positive East’s Advice Service, London’s only specialist AQS2 advice service for people living with HIV. The project helps to resolve complex housing, employment, benefit and debt challenges – creating a stable foundation to increase health and wellbeing and overcome inequality. Each year, over 500 people benefit from this service provided by four members of staff. MAC has supported Positive East since 2007 with grants totalling £1.3m made via its VIVA GLAM charity initiative.
