- Since 1994, M.A.C VIVA GLAM has raised over $500 000 000 (approximately R8,4 billion) globally — and counting.
- Every cent of the selling price of M.A.C VIVA GLAM lipsticks is donated to the M.A.C VIVA GLAM Fund, supporting healthy futures and equal rights for all.
- To celebrate 26 years of this lipstick range of goodwill, M.A.C introduces Grammy ward-winning artist Rosalía, who is committed to improving the lives of people living with HIV/AIDS.
With distinct and striking packaging, the 26-year-old M.A.C VIVA GLAM lipstick range has a finish just as enduring as its commitment to philanthropy.
The first VIVA GLAM face was the doyen of drag, RuPaul, who breathed life into the slogan, “I am the M·A·C Girl!"
According to M.A.C, the "passionate red VIVA GLAM Lipstick raised money and awareness for HIV/AIDS at a time when the pandemic was dramatically affecting fashion communities in particular as well as the wider world," - 100% of VIVA GLAM product purchases go towards the M.A.C AIDS Fund.
Since its inception, this range has been fronted by a well-considered selection of entertainment heavyweights including the likes of Lady Gaga, Boy George, Elton John, Rihanna, Cyndi Lauper, Dita Von Teese, Mary J. Blige, Taraji P. Henson, and Ariana Grande. Two of these stars have since gone on to launch their own cosmetic empires; Fenty Beauty and HAUS Laboratories by Lady Gaga.
And now, partnering with the cult favourite makeup brand to celebrate 26 years of giving back is multi Grammy- and Latin Grammy award-winning recording artist, Rosalía, fronting the new campaign for an all-new, limited-edition, fiery-red M.A.C VIVA GLAM lipstick shade. It is her feminist ethos, passion, courage and originality that has earned her a spot in the much-admired league of VIVA GLAM faces.
Rosalía. Image courtesy of M.A.C South Africa
“It’s an honour to be the face of VIVA GLAM 26, and to champion a cause that is inclusive, supports individuality and gives back 100%,” says Rosalía about becoming the latest M.A.Ctivist.
John Demsey, Chairman of the M·A·C VIVA GLAM Fund and Executive Group President of The Estée Lauder Companies Inc. expressed that they are "beyond proud to join forces with the incomparable Rosalía, who will elevate the M·A·C VIVA GLAM campaign to new levels this year."
"Aside from her epic voice and coveted style, Rosalía is deeply committed to improving the lives of people living with HIV/AIDS around the globe, especially those most vulnerable, including women, girls and the LGBTQIA+ community," John added.
M.A.C also reveals that their objective is to create an emotional connection and awareness around the only lipstick that gives back 100% of its selling price to helping vulnerable communities across the world.
Locally, the M.A.C VIVA GLAM Fund supports four local partners who are committed to serving vulnerable communities in Port Elizabeth, KwaZulu-Natal, Western Cape and Johannesburg.
To do your part, you can shop your favourite shade (or all) from the VIVA GLAM range at the recommended retail of R260 at select M.A.C beauty counters or online.
Compiled by Afika Jadezweni
Additional images and information supplied by M.A.C Cosmetics South Africa
Sign up to W24’s newsletters so you don't miss out on any of our stories and giveaways.