You have the power to support healthy
futures and equal rights for all with three
iconic shades of MAC VIVA GLAM
Lipstick that give back 100%.

PUT YOUR
MONEY WHERE
YOUR MOUTH IS!
*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.
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 $500 million 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, Sia and Rosalía.
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 – an outspoken deep red. In 1997, VIVA GLAM II was created – a pinked mauve. VIVA GLAM III – a foxy brown-plum – launched in 2000.
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.
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 YOU SPEND IS WHAT WE GIVE
GIVE BACK
100% TO SUPPORT
HEALTHY FUTURES
AND EQUAL RIGHTS
FOR ALL
Let’s break it down:
When you spend on a VIVA GLAM
Lipstick, we donate to
support women and girls, the LGBTQIA+
community and people living with or
affected by HIV/AIDS. There’s no catch.
It’s just pure giving back.
JOIN THE VIVA GLAM MOVEMENT
OVER
$500,000,000 RAISED
GLOBALLY – AND
COUNTING!
While great progress has been made
in the global response to HIV/AIDS,
women, children and the LGBTQIA+
community continue to be
disproportionately affected by the
epidemic. Let’s keep GLAMMING.
Let’s keep GIVING.
Posithiva Gruppen is a national organization for people living with HIV in Sweden, founded in 1985. We offer peer support and social meeting places, as well as education, counseling and assistance.
LEARN MOREAIDS-Fondet was founded in 1985 to tackle AIDS in Denmark at a time when it was a global pandemic.
At a time when there was no effective medication, there was uncertainty about how HIV was transmitted, there were misunderstandings, misinformation, discrimination, and stigmatization of people living with HIV. Since the early 2000s AIDS-Fondet has also worked internationally primarily in Uganda and Malawi.
LEARN MORE

SHOP THE LIPSTICK THAT GIVES BACK 100%
CHANGING LIVES
SINCE ’94
When you buy any VIVA GLAM Lipstick,
we donate 100% of the selling price to local
organizations supporting women and girls,
the LGBTQIA+ community and people living
with or affected by HIV/AIDS.
OVER 9,713
GRANTS GIVEN
TO 1,818
ORGANIZATIONS
IN 92 COUNTRIESOVER $500,000,000
RAISED
GLOBALLY –
AND COUNTING!OVER
19,000,000
LIVES CHANGED
AROUND THE
WORLD
LEARN MORE
ABOUT OUR MISSION
EMPOWERING WOMEN & GIRLS
MAC VIVA GLAM partners with local
organizations to fight for equal rights
and healthy futures for women and girls,
specifically around reproductive and
sexual health education.SUPPORTING THE LGBTQIA+ COMMUNITY
MAC VIVA GLAM eliminates stigma
and fights for the empowerment of the
LGBTQIA+ community, specifically
assisting homeless LGBTQIA+ youth
alongside regional organizations.FIGHTING HIV/AIDS
MAC VIVA GLAM continues
our mission and confirms our
commitment to ending HIV/AIDS,
one VIVA GLAM Lipstick at a time.
MAC CARES
Our founding credo – All Ages, All Races, All Genders – remains more integral to who we are now than ever before, as we fight for the rights and freedoms of marginalized communities around the world.
CONSCIOUS
BEAUTYSee more what we do
here at maccosmetics.BACK TO
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© Keith Haring Foundation.
Licensed by Artestar, New York