MAC Cosmetics to donate 100% of lipstick sales in new Viva Glam campaign
MAC Cosmetics is hosting its first-ever Day of Giving on 9 June, with 100% of lipstick sales to be donated to LGBTQ+ and women’s rights organisations.
The brand hopes to raise up to $500,000 from the sale of over 200 different lipsticks during the 24-hour period.
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The campaign forms part of the brand's global charitable initiative Viva Glam, which has been supporting the LGBTQ+ community since 1994.
In previous years, MAC has raised funds by releasing limited-edition lipstick collections in partnership with various celebrities.
Drag icon RuPaul was the first face of Viva Glam, followed by stars including Lady Gaga, Elton John, Mary J Blige and Rihanna, amongst others.
The brand also stocks three Viva Glam lipsticks all year round, where the full recommended retail price from each sale is donated to organisations to support the health and rights of people of all ages, races and genders.
The Viva Glam initiative has raised over $500 million to date, funding over 1,800 organisations supporting equal rights. The new campaign marks the first time the give-back scheme will include all lipstick shades in the sales donation.
Last year, MAC launched a collection of three limited-edition Viva Glam x Keith Haring collectible NFTs, donating 100% of the purchase price to organisations supporting those affected by HIV/AIDS.
