“I am the M·A·C Girl!” This provocative slogan announced the first face of VIVA GLAM – drag icon RuPaul, resplendent in shiny red leather boots and corset. 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.
Created in 1994, the passionate red VIVA GLAM Lipstick raised 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 Lipstick 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.
M·A·C Cosmetics' charitable campaign, VIVA GLAM has raised over $500 million since its inception in 1994, exclusively through the sale of M·A·C VIVA GLAM lip products. The full recommended retail price (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.
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.
As the largest corporate non-pharmaceutical giver in the arena, M·A·C is committed to addressing the link between poverty and HIV/AIDS by supporting diverse organizations around the world that provide a wide range of services to people living with HIV/AIDS. To date, the campaign has raised over $500 million USD exclusively through the sale of the M·A·C VIVA GLAM Lipstick and Lipglass.