mac cosmetics backs up its long-standing promise of putting beauty into action with real numbers.
On February 10th, the brand released its second annual report. viva glam The Impact Report details how the company’s purpose-driven lipstick line continues to fund global efforts supporting the LGBTQIA+ community, reproductive health, racial justice, and environmental equity. The results underscore a simple idea the campaign has championed for decades. In other words, buying lipstick can still be an active act.
Millions of dollars raised and benefiting the community
According to the report, MAC’s VIVA GLAM initiative $4.5 million in grants received during fiscal year 2025benefit from 64 nonprofit organizations We work for sexual, racial, gender and environmental equality around the world. All funds were raised through the purchase of VIVA GLAM lipsticks. 100% of sales will be donated To our charitable partners.
Its annual impact builds on a much larger legacy. Since its release in 1994, VIVA GLAM has Over $540 millionand more support 60 million people in 92 countries. What began as a campaign focused on HIV/AIDS has evolved and expanded its reach with global needs, keeping community care at its core.
“Purchasing a bottle of VIVA GLAM lipstick has the power to change your life, and this report is proof of that profound impact,” he said. Lisa Sequino, President, Global Makeup Brand Cluster, Estée Lauder Companies. “With the continued support of our global community, we are on track to raise the next $500 million for our mission of global equality.”
Youth and maternal care in LGBTQIA+ centers
This year’s funding supported organizations addressing urgent gaps in care and safety. Among them are A project to get betterused a VIVA GLAM grant to expand positive spaces and empowerment programs for LGBTQIA+ youth navigating challenging environments.
VIVA GLAM funds also reached families through: Victoria Project by BirthFundprovided comprehensive maternal and child health services. 38 familiescovering prenatal, birth, and postnatal care. This support reflects a broader focus on bodily autonomy and access to health care, especially for communities facing systemic barriers.
Purpose beyond the product
Although lipstick remains the most visible symbol of the campaign; Mac position viva glam More than just a POS initiative. The brand celebrates the achievements of its employees around the world, including: Mac Artists and retail employees amplify that mission through volunteerism, in-store storytelling, and year-round advocacy.
These efforts help connect customers directly to real-world purchase outcomes and reinforce the idea that everyday choices can contribute to lasting change, the report notes.
As social impact campaigns come under increased scrutiny, MAC’s latest report provides transparency into where money is spent and who benefits. for viva glamthe message that attraction and giving don’t have to exist separately and that sometimes they go in the same tube remains consistent nearly 30 years later.
Source: Gayety – gayety.com
