In 1994, M·A·C introduced VIVA GLAM, an outspoken deep red. In 1997, VIVA GLAM II was created – a pinked mauve. VIVA GLAM III, a foxy brown plum, launched in 2000. VIVA GLAM IV, a heartful rose charged with gold, was introduced in 2002. In 2004, VIVA GLAM V made its debut – a pure neutral pink with a Lustre finish. The newest VIVA GLAM VI is a warm terracotta-plum with a pearl finish. 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. Grants are made to non-profit organisations we believe can make a meaningful impact on health, rights and equality. To date, the campaign has raised over $500 million USD.