It’s been a full quarter-century since MAC’s Viva Glam campaign launched, with none other than drag superstar RuPaul as the first face. Fast forward 25 years, and the philanthropic campaign (plus the vibrant lipstick that comes along with it) has become just as popular as their signature bullet-shaped lipstick cases, and has raised a total of $500 million for 1,800 organizations and charities—that’s a lot of lipsticks.
Since its inception, here’s been a plethora of beauty icons that have graced their faces in a Viva Glam campaign: think Sia, Christina Aguilera, and Lady Gaga (who’s partnered with MAC twice for the project). But now, for its 25th anniversary, MAC is taking Viva Glam back to its roots.
In their latest campaign, MAC tapped top model Winnie Harlow to recreate Mama Ru’s legendary photoshoot in all its skin-tight red latex and bleach-blonde glory. But, there’s much more to this campaign than a pretty face: in honor of Viva Glam’s 25th birthday, MAC will be selling three different lipsticks under the campaign, with every cent made being donated to the VIVA GLAM Fund to support those inflicted with HIV/AIDS, as well as women and girls in need.
“Since 1984, MAC and our amazing community of Artists have challenged norms, heralded diversity and pushed boundaries – the work that MAC has done is the global realization of that vision,” said Nancy Mahon, Global Executive Director of MAC AIDS Fund and Senior Vice President of Global Corporate Citizenship and Sustainability for Estée Lauder Companies. “We now have testing and treatment needed to end AIDS – now we need to address head on the inequities and stigma that prevent women, girls, and LGBTQ communities from seeking and staying in treatment. In 2019, MAC will further that vision by evolving the mission to reflect the intersectional approach needed to end the epidemic.”
Beauty with a purpose? We’ll sign up for that.