M·A·C Cosmetics’ lauded VIVA GLAM campaign is celebrating its 25th anniversary the only way it knows how - big, bold and brave. As the world’s largest corporate non-pharma HIV/AIDS funder reaches the $500 million mark, the campaign will expand to focus on healthy futures and equal rights for women, girls and LGBTQ communities, as well as reaffirming its commitment to ending HIV/AIDS.

Today, M·A·C will evolve its long-term mission of serving the HIV/AIDS community to also support women and girls and the LGBTQ community by expanding its funding through the sale of VIVA GLAM lipstick.

M·A·C Cosmetics created VIVA GLAM in 1994 at the height of the HIV epidemic to make a meaningful difference in the lives of people living with and affected by HIV/AIDS. Combining glamour with a rigorous funding approach, M·A·C Cosmetics has worked with provocative powerhouse talent, including Sia, Miley Cyrus, Elton John, Mary J. Blige and Ricky Martin to drive sales of VIVA GLAM lip products, with 100% of sales going toward the funding of HIV/AIDS programs around the world.

Twenty-five years later, VIVA GLAM has raised $500 million for the global fight against HIV/AIDS, helping millions of people. That’s 9,713 grants to over 1,800 groundbreaking and innovative 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 over $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 when M·A·C launched the VIVA GLAM campaign. 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 and we begin to imagine the end of HIV, we want to ensure that VIVA GLAM funds are continuing to go to the most vulnerable, underserved communities, those that resonate with both our consumers and the M·A·C family through the VIVA GLAM campaign.

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 VIVA GLAM’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.

“Since 1984, M∙A∙C and our amazing community of Artists have challenged norms, heralded diversity and pushed boundaries - the work that M·A·C has done is the global realization of that vision,” said Nancy Mahon, Global Executive Director, M·A·C AIDS Fund & Senior Vice President, Global Corporate Citizenship and Sustainability, The 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, M∙A∙C will further that vision by evolving the mission to reflect the intersectional approach needed to end the epidemic.”

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 organizations supporting health and rights for all ages, all races, all genders.

Visit maccosmetics.com to learn more about the VIVA GLAM and purchase your limited-edition lipstick today.