In the 25 years since M·A·C Cosmetics’ introduced its ground-breaking socially active VIVA GLAM lipstick, the company has raised $500 million to fight against HIV/AIDS. Created in 1994, at the height of the HIV epidemic, the founders of M·A·C, Frank Angelo and Frank Toskan, wanted to make a meaningful difference in the lives of people living with and affected by HIV/AIDS. VIVA GLAM combined glamour with a rigorous funding approach, with 100% of sales going toward the funding of HIV/AIDS programs around the world.
Further driving sales, M·A·C Cosmetics worked with provocative powerhouse talent, including Sia, Miley Cyrus, Elton John, Mary J. Blige and Ricky Martin to represent the VIVA GLAM lip products.
Twenty-five years later, the funds raised by VIVA GLAM helped over 19 million people last year alone. The company reports that this figure breaks down into 9,713 grants to over 1,800 programs and organizations around the globe, including God’s Love We Deliver, Lifelong AIDS Alliance, Open Hand/Atlanta, Inc. and Maison Du Parc.
“VIVA GLAM is truly the heart and soul of M·A·C Cosmetics and it all started with a lipstick and focused mission to end HIV/AIDS,” said John Demsey, Chairman of the M·A·C AIDS FUND & Executive Group President, The Estée Lauder Companies.
“This year represents 25 disruptive campaigns, led by 28 outspoken celebrity talent and $500 million raised, but it also marks a quarter century of unmatched purpose and passion for our employees, artists and partners around the world. Our 100% giving model is among the first in the world and allowed us to create change at a scale we never could have imagined.”
An expanded mission
Today, the HIV epidemic looks very different than it did in 1994. AIDS-related deaths have fallen by 50%, over 21.7 million people have access to medication, and there are 47% fewer new HIV infections globally. As the HIV field continues to make incredible advances, M·A·C Cosmetics will look to support populations left behind in this progress that resonate with its consumers and the M·A·C Family, mainly women and girls and the LGBTQ community.
M·A·C Cosmetics will honor 10 heritage grantees that have been VIVA GLAM grantees from the beginning with $25,000 each, along with three large grants as part of M·A·C’s expanded vision to support the work of Planned Parenthood, GLAAD and Girls, Inc. totaling $1.3 million to further their work in the areas of sexual health, LGBTQ rights and girls’ development respectively.
“We will be showcasing a global movement and year-long social series that boldly tackles conversations on health and rights around topics of HIV/AIDS, Women + Girls and LGBTQ. We will share the history of our program and inspiring stories from the community, provide artist and partner resources and invite a new generation to participate — all while raising millions of dollars for our 600+ global partners through the sale of the VIVA GLAM lipstick,” noted Demsey in an interview.
Every cent of the selling price of the VIVA GLAM II Lipstick, VIVA GLAM III Lipstick and the new, limited-edition 25th anniversary VIVA GLAM 25 Lipstick in the original VIVA GLAM I shade, will be donated to support the health and rights of people of All Ages, All Races and All Genders.