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.

To date, the sale of VIVA GLAM products has raised over $520 million globally 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.

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.

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.