A true charitable game-changer, MAC Cosmetics originally began its Viva Glam initiative 30 years ago, setting the pace for what a beauty brand can do when it comes to giving back. “It was started in 1994 by MAC founders Frank Toskan and the late Frank Angelo, who saw the HIV/AIDS epidemic directly affecting their community,” says Paola Vorlander, general manager, MAC Canada. They created the first Viva Glam lipstick, which donated all of its proceeds to organizations serving people impacted by HIV/AIDS, and an icon was born. Equally legendary, the buzz-worthy campaigns have featured the likes of RuPaul, Lady Gaga and Rihanna over the years. To celebrate the 30th anniversary, we asked Vorlander to share more highlights. —Emily MacCulloch & Ingrie Williams of @t.zonebeauty
On the newest spokespeople, Kim Petras and Danna Paola
“We’re so excited to partner with two of music’s biggest stars at the moment to usher in the next chapter of Viva Glam, which has always made it a priority to collaborate with artists with strong points of view to help elevate our mission,” she says. “Kim perfectly embodies the essence of MAC Viva Glam. Not only can she rock a red lip, she’s committed to using her global platform to advocate for the LGBTQIA+ community and our partners, like the Trevor Project. We’re also happy to have Danna as part of the campaign, who truly brings the glam and is deeply passionate about women’s equality and using her voice to support underserved communities around the globe.”
On how the initiative has evolved over the years
“MAC is proud to celebrate [the history] of Viva Glam with an expanded charitable scope that reflects the challenges we face as a global community today,” explains Vorlander. “Our expanded mission is now centred around driving equality for everyone while continuing our longstanding support for people impacted by HIV/AIDS. We give back to organizations across the following pillars: sexual equality, gender equality, racial equality and environmental equality.”
On what’s new for the iconic lipstick
“Viva Glam lipsticks recently got an upgrade through MACximal’s new silky matte-caring formula and with new names to better align with our expanded mission,” she says. The new lineup includes: Viva Heart (formerly Viva Glam I), the original vibrant blue-red; Viva Planet (formerly Viva Glam II), a shimmery muted pink-beige; Viva Empowered (formerly Viva Glam III), a brown plum hue; and Viva Equality, a brand-new warm neutral shade that, Vorlander says, “looks great on everyone.”
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