Kim Petras helps MAC celebrate Viva Glam’s 30th birthday in new campaign

MAC’s Viva Glam, a lipstick that has transformed the beauty industry by donating its proceeds to charitable causes and positively impacting countless lives, is turning 30. In celebration, the cosmetics brand called upon Kim Petras to be the next face of the iconic lipstick.

Since its inception, Viva Glam has raised half a billion dollars for charity. Now, MAC is joining forces with pop superstars Kim Petras and Danna Paola to unveil its expanded charitable mission and revamped Viva Glam lipstick lineup. The programme continues to give back 100% of the purchasing price to local organisations around the world to advance equal rights and healthy futures for all.

Global popstar, style icon and LGBTQIA+ trailblazer, Kim Petras, perfectly embodies the essence of MAC Viva Glam, which has made a tradition of joining forces with a diverse range of legendary talent to raise awareness for its mission.

The pop sensation made history as the first openly transgender artist to win a Grammy Award and hit number one on the Billboard charts. She regularly uses her global platform to advocate for the LGBTQIA+ community and MAC partners such as the Trevor Project.

Kim Petras said: "Serving as the face of MAC Viva Glam has always been a rite of passage for the most legendary artists in the world.

"I have to pinch myself every time I remember it’s now my turn to represent the campaign. I am honoured to be part of Viva Glam’s long legacy of lifting up people who haven’t always felt seen or represented, and look forward to inspiring the next generation to join us in making the world a more equal place".

Kim Petras

Danna Paola, the multi-hyphenate and Latin Grammy Award-nominated international star from Mexico City, co-stars in the campaign. Paola said: "Growing up in the spotlight, it has taken a lot of courage to live as my authentic self and claim a seat at the table of my own career journey.

"I’m so excited to team up with MAC Viva Glam to empower other women and girls to find their voice and give back to communities most in need of our support."

The duo headline Viva Glam’s 30th anniversary campaign, which will celebrate the impact of over $520 million raised. Meanwhile, the campaign spotlights the newly revamped four-shade lipstick lineup and expanded charitable mission. In addition to continuing its three-decades-long support for people impacted by HIV/AIDS, the programme will be dedicated to driving equality across Sexual Equality, Gender Equality, Racial Equality and Environmental Equality.