MAC cosmetics

A Brief History of MAC's Iconic Viva Glam Campaign

John Demsey, the executive group president of Estée Lauder, dives into the rich history of MAC Viva Glam

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.

Everyday Is World AIDS Day at M·A·C Cosmetics

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To mark the 40th anniversary of the first AIDS related death in the UK, ITN Productions partnered with the British HIV Association, Elton John AIDS Foundation and Terrence Higgins Trust to produce a program titled HIV at 40. It premiered on World AIDS Day and featured a 4-minute segment of M∙A∙C VIVA GLAM, the brand’s iconic giveback program which has raised over $500,000,000 for the fight against HIV/AIDS and supporting healthy futures and equal rights for women, girls and the LGBTQIA+ communities.

The Latest M·A·C VIVA GLAM x Keith Haring Collection Is the Perfect Holiday Gift That Gives Back


To this day, it’s very rare for a beauty brand to donate 100 percent of the selling price from a product or collection to philanthropic causes — and yet, M·A·C Cosmetics has done exactly that for a whopping 27 years now with its VIVA GLAM campaign. For those who don’t know, VIVA GLAM was created in 1994 in response to the HIV/AIDS epidemic that they saw impacting their community.

M·A·C's Latest VIVA GLAM x Keith Haring Collection Marks 27 Years of Giving Back 100% to Underserved Communities in Need

By Marissa Oliva

The beauty of M·A·C is that inclusivity and giving back are as intrinsic to the brand’s DNA as beautiful makeup colors and artistic textures are. Take their long-standing VIVA GLAM campaign, which the brand started in 1994 with a single red lipstick to raise awareness and funds for the fight against HIV/AIDS.

M·A·C Cosmetics, Fashion Designer Gareth Pugh and Writer/Director Carson McColl Host London Vigil Marking 40 Years Since the Discovery of AIDS


In honor of World AIDS Day, M·A·C Cosmetics, fashion designer Gareth Pugh and writer/director Carson McColl, organized a candlelight vigil at Carnaby Street in London to honor the millions of people around the world who have died from AIDS. This year is particularly significant, as it marks the 40th anniversary of the of the first reported case of AIDS, as well as the 27th anniversary of M·A·C Cosmetics’ 100% giveback program to the cause, VIVA GLAM.

M·A·C Cosmetics Marks 27 Years of Giving Back 100% With Newest Campaign, VIVA GLAM x Keith Haring

Press Release

November 30, 2021 /3BL Media/ - Since 1994, M·A·C VIVA GLAM has raised over $500,000,000 globally to support healthy futures and equal rights for all. For the iconic giveback program's 27th anniversary, M·A·C Cosmetics has teamed up with The Keith Haring Foundation to create three special-edition Lipsticks in the late artist's signature primary colour palette that give back 100%.

M·A·C Hypnotizing Holiday Collection Celebrates Less Waste, More Magic

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M·A·C shares your commitment to the environment. Packaging for our latest Hypnotizing Holiday collection was made with sustainability in mind by focusing on the reduction of plastic waste.

M·A·C Honors Transgender Day of Remembrance

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This Transgender Day of Remembrance, we honour the lives tragically lost due to anti-transgender violence.

M∙A∙C Cosmetics Brings Its Iconic Recycling Program to Poland and Belgium

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Over 30 years ago, M∙A∙C Cosmetics helped usher in a new era for recycling cosmetics products through the creation of the Back-To-M∙A∙C takeback program. The program remains popular among consumers around the world looking for sustainable ways to discard their empty containers which are typically difficult to recycle.


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