For more than 30 years, MAC VIVA GLAM has stood for something bigger than beauty. Brand founders Frank Toskan and the late Frank Angelo created the first MAC VIVA GLAM Lipstick, which gave back 100% of the selling price to organizations supporting those living with or affected by HIV/AIDS, in 1994. In those early days, funds mainly served local soup kitchens and homeless shelters. Now, VIVA GLAM has raised more than $540 million USD — more than half a billion USD — helping to serve over 60 million people across 92 countries.
Last year, on MAC VIVA GLAM’s 30th anniversary, the iconic Lipstick that gives back 100% expanded its mission to support equality and healthy futures for all in order to address some of the world’s most pressing challenges. In addition to continuing its three decades-long support for people impacted by HIV/AIDS, VIVA GLAM is now dedicated to driving equality across the following four philanthropic pillars: sexual equality, racial equality, gender equality and environmental equality. Alongside the revamped platform, MAC VIVA GLAM was expanded to include more colors for the additional causes, all with new impactful names, a new silky matte finish and a new luxe look.
In FY25, MAC’s VIVA GLAM initiative generated $4.5 million in grants for 64 nonprofit organizations that provide HIV prevention and care, LGBTQIA+ youth support, maternal and perinatal health services, racial justice initiatives, and environmental sustainability efforts. All set against a backdrop of dwindling funding for exactly this kind of important work.
A “Double-click” on MAC VIVA GLAM NGO Grantees
- It Gets Better Project (USA): VIVA GLAM grant funded 15,000+ students in LGBTQIA+ community projects and reached 2,300+ youth through safe-space events across three states.
- The Victoria Project by BirthFund (USA): VIVA GLAM grant expanded access to holistic, midwifery-led maternal care for 38 families, covering prenatal, birth, and postpartum services.
- Ballet Black (UK): VIVA GLAM grant commissioned two new ballets, reached 5,045+ people through live performances, and engaged 235+ young dancers through education programs.
“The purchase of a single VIVA GLAM lipstick has the power to change a life, and this report is a testament to that profound impact,” says Lisa Sequino, President, Global Makeup Brand Cluster, The Estée Lauder Companies. She adds, “With the continued support of our global community, we’re well on our way to raising our next half a billion dollars for our mission of equality worldwide.”
Read more about MAC VIVA GLAM’s legacy in the just-released, 2025 Impact Report. For more information about MAC, including where to purchase your next MAC VIVA GLAM lipstick, visit maccosmetics.com.
