As LGBTQ+ youth face increasing barriers to mental health care, MAC is renewing its financial commitments, including: trevor project A $1 million grant was provided through the VIVA GLAM Fund. The announcement, scheduled for January 21, marks the beauty brand’s third consecutive partnership with the nation’s leading crisis intervention organization for LGBTQ+ youth.
The funding comes at a critical moment. The Trevor Project recently Lost millions of dollars in federal aidThis shortage threatens access to free, 24/7 crisis services that LGBTQ+ youth across the country rely on. MAC’s contribution will help stabilize these services as demand continues to increase.
According to The Trevor Project, LGBTQ+ youth are more than four times more likely to attempt suicide than non-LGBTQ+ youth. Compounding the problem, more than half of LGBTQIA+ youth who sought mental health care last year were unable to receive it, often for reasons such as cost, availability, or fear of discrimination.
A multi-year initiative, not a one-time initiative
Unlike short-term brand campaigns associated with Pride Month or seasonal philanthropy, MAC’s support reflects a long-term investment. The VIVA GLAM Foundation, which donates 100% of its lipstick sales to charity, has partnered with The Trevor Project for the third year in a row, demonstrating consistency rather than flash.
Its continuity stands out as corporate involvement increasingly fills the void left by shrinking public funding. While individual donors are playing an important role, such as a recent $45 million gift from philanthropist Mackenzie Scott, sustained brand partnerships remain essential to maintaining an accessible crisis infrastructure.
Trevor Project’s services include phone, text, and chat support, all free to users. These resources are often the first, and sometimes only, source of help for young people navigating mental health struggles in unsupportive environments.
Beyond money: Training for gender-inclusive care
This partnership extends beyond financial support. MAC and The Trevor ProjectMakeup service for everyone” is a training program designed to educate MAC artists in gender-inclusive language and affirming makeup practices for gender-diverse clients.
The initiative focuses on practical techniques for communicating respectfully, using pronouns, and avoiding reinforcing gender stereotypes. Although the program is internal, its impact also extends to customers who may have avoided retail stores due to past experiences of gender nonconformity or exclusion.
By building inclusivity into staff education, the collaboration positions not only marketing campaigns but also everyday interactions as part of LGBTQ+ support.
Brands that fill a growing void
As public safety nets weaken, corporate involvement in mental health advocacy becomes even more important. For LGBTQ+ youth, access to care is often determined by geography, family support, and income, and the loss of federal funding has an immediate impact.
MAC’s grant highlights the role brands can play when government systems fall short. Philanthropy alone cannot replace public investment, but targeted funding can sustain lifesaving services in moments of crisis.
for trevor projectNew support means young people seeking help can find someone on the other end of the phone without having to buy, pay or authorize.
Source: Gayety – gayety.com
