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When MAC launched its first Viva Glam lipstick and campaign with RuPaul in 1994, a beauty brand taking a stand for a social cause like HIV/AIDS was still a radical proposition. Since then, MAC’s Viva Glam line has raised more than half a billion dollars for charities whose causes include supporting people living with HIV/AIDS, and backing LGBTQ+ rights has become a more mainstream stance for many companies. But with corporate backing for diversity initiatives like Pride waning in 2025, MAC has reaffirmed its commitment to Viva Glam with a new launch and donation.
On Monday, MAC expanded its Viva Glam line with the launch of Viva Kimmitment, a red lip gloss shade made in collaboration with pop star and LGBTQ+ trailblazer Kim Petras. Alongside donating 100% of the proceeds from the limited-edition $25 lip gloss, MAC will donate $1 million to Viva Glam charity partners, which include The Trevor Project, Hetrick-Martin Institute and It Gets Better.
“Viva Glam is the heart of MAC,” said Aïda Moudachirou-Rebois, global gm of MAC Cosmetics. “Pride Month is an amazing time to also re-engage in those meaningful conversations. Because those conversations are important all year round, but there is a swell that goes around those conversations during Pride Month.”
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