For more than three decades, M·A·C’s VIVA GLAM has proven that lipstick can do more than make a statement—it can change lives. This year, the iconic campaign enters a dazzling new era with Chappell Roan as its latest face, bringing her fearless creativity, theatrical glamour, and unapologetic authenticity to a special-edition collection that gives back 100% of its selling price to charities advancing gender, sexual, racial, and environmental equality. We sat down with M·A·C Global Creative Director Nicola Formichetti and makeup artist Andrew Dahling to talk about the campaign’s unforgettable French Revolution-inspired aesthetic, the artistry behind Chappell’s larger-than-life beauty looks, and why fantasy might just be the future of makeup. —Noa Nichol
Andrew Dahling, Makeup Artist
You’ve described the creative process as “incredibly collaborative,” with countless iterations before landing on the final look. What was the breakthrough moment when you knew you had found the perfect VIVA GLAM version of Chappell Roan?
The breakthrough moment was honestly the night before. The day before, I got to go in and see the set and the clothes and talk more closely with the creative team. I went home to practice new looks after getting inspired! I was inspired by the lipstick and the story, I let it speak to who these archetypal women in the story were and what a Chappell roan makeup could be based on this French Revolution early 1900s world we created for it! The breakthrough was really the envisioning the makeup through the embodiment of these archetypes! Chappell is know for such a vast array of fun makeup so it really could have been anything but the colors, the shapes, the details all create the story and who Chappell Roan is for this campaign.
The makeup combines dramatic French aristocratic references with surreal colour, glitter, and Chappell’s unmistakable identity. What techniques or products were essential to making that balance work?
Techniques… patience haha! I really needed everything to seamlessly blend together given the looks were rather ostentatious! So being meticulous about what colors I used and where to place them made all the difference! I loved playing with some MAC eyeshadows I’ve never tried before, there were like 10 shades of eyeshadow in the hero lewk lol! Love the glow play blushes underneath and on top of powder!
Chappell’s beauty looks have become almost as iconic as her music. For readers who want to channel that fearless self-expression in everyday life, what’s one easy element from this campaign they could realistically recreate at home?
I would say this campaign is about pushing the boundaries and redefining in this modern era what a beauty campaign can look like. So maybe it’s not a technique per se bit rather a state of open mindedness to the possibility that you could try on a whole new character, become someone new. Fantasy is more real than this reality anyways! But also playing color theory with eyeshadows lips and cheek combos! Monochrome and natural are fun but putting complimentary colors with each other, maybe one on the more pastel side and the other more saturated, or tones that are a bit in between colors, always adds some eye popping fun to your makeup looks!
Nicola Formichetti, M·A·C Global Creative Director
VIVA GLAM has always been about using beauty as a force for change. What made Chappell Roan the perfect artist to lead this next chapter of the campaign?
Chappell is the perfect artist to lead the next chapter of VIVA GLAM because she uses her influence for good. She is fearless, expressive, deeply connected to her community, and unapologetically authentic, qualities that have always been at the heart of M·A·C.
She is also a powerful role model for a new generation. Chappell inspires people to embrace who they are and express themselves freely, which aligns perfectly with M·A·C’s long-standing commitment to inclusivity, individuality, and self-expression. She doesn’t just create art, she creates culture, and that’s what makes her such a natural fit for VIVA GLAM.
The campaign has a striking French Revolution-inspired aesthetic mixed with Chappell’s signature theatrical glamour. How did you approach creating a visual world that feels both historic and completely modern?
This campaign represents a moment of change. We wanted to create a unique world where Chappell could play different characters and express different sides of her creativity. She approaches beauty and fashion almost like an art form, like storytelling, so we wanted the campaign to feel cinematic, theatrical, and slightly DIY, less polished and more authentic to who she is as an artist.
VIVA GLAM has raised more than $545 million for charitable causes since 1994. How do you keep a campaign with such an iconic legacy feeling fresh and culturally relevant for a new generation?
The key is authenticity. It has to feel natural to the artist and genuine to the causes they care about. Chappell brings fresh energy, creativity, and authenticity while helping introduce the VIVA GLAM mission to new audiences.
What makes VIVA GLAM so powerful is that its purpose has never changed. Since 1994, it has proven that beauty can be a force for positive change. One hundred percent of every VIVA GLAM product sold goes toward supporting people and communities in need around the world. That commitment remains just as meaningful today as it was over 30 years ago. We continue to partner with artists and cultural voices who genuinely connect with their communities and inspire the next generation.
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