Just about every beautiful Hollywood fixture has taken part in a MAC Viva Glam campaign — it’s essentially a rite of passage for the gorgeous A-listers that want to use makeup to contribute to the greater good (cue in: SIA, Winnie Harlow, Dita Von Teese, Fergie, etc.). But, MAC Cosmetics decided to switch things up for the 25th anniversary of their iconic cosmetics initiative: rather than focus the attention on one celebrity, the brand rallied the fabulous troops to create a group of “MACtivists” dedicated to supporting a variety of marginalized groups globally.
The MACtivist clan includes all of our favorites: pop-star-turned-beauty-staple Troye Sivan, rap goddess Princess Nokia, Drag Race superstar Aquaria, and 15 more icons and fresh faces. The latest collective under MAC Cosmetics’ wing is meant to represent Viva Glam’s expanded mission to support women, girls, and the LGBTQ+ community.
“This new generation of diverse change-makers will participate in MAC Cosmetics’ global movement and year-long social series by boldly tackling conversations on health and rights around topics of HIV/AIDS, Women + Girls and the LGBTQ community through personal stories and connections to these communities,” MAC Cosmetics states in a press release. To celebrate the launch of this year’s campaign, MAC released a short film that features each of their latest MACtivists reflecting on their own journeys and what it takes to be “glam.”
Per usual, MAC Cosmetics will also be selling their fan-favorite VIVA GLAM lipsticks, along with a limited edition VIVA GLAM 25 Lipstick in the original VIVA GLAM I shade, with every penny of each sale being donated to the Viva Glam Fund, which has funded more than 18,000 organizations around the globe. You can learn more about the project here.