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Glam for good.

GLAM FOR GOOD
Celebrating 25 years of Viva Glam through MAC's glorious campaigns and beauty looks.


By Cirilia Rose

"Put your money where your mouth is!" MAC Cosmetics cofounder Frank Toskan encouraged in 1994, a decade after starting the flamboyant and fun-loving beauty brand with Frank Angelo. Together they established a radically generous program that merged makeup and human rights. This year, MAC celebrates a quarter century of its iconic Viva Glam Lipstick collection, which has raised over $500 million for the LGBTQ community and those living with HIV/AIDS.

The groundbreaking campaign hinges on provocative celebrity collaborations and a 100% giving model. From a pinky beige for "non-lipstick lesbian" k.d. lang to a pearly terracotta plum for burlesque diva Dita Von Teese, the Viva Glam range is wearable and evocative. And every cent of the selling price goes directly to the fight to end HIV/AIDS. Given the dramatic advancements in that sphere, MAC has recently expanded the focus to protect the rights of vulnerable and underserved women, girls and members of the LGBTQ community.

Below, MAC's Director of Makeup Artistry, Gregory Arlt, on the power of Viva Glam and celebrating Pride.

"Put your money where your mouth is!"
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Past campaigns: 25 years of Viva Glam, 25 years of history.

Do you have a personal favorite Viva Glam shade?
As someone who is a sucker for a classic red lip, MAC Viva Glam I holds a special place in my heart ... and makeup kit! It's truly a red that anyone can wear. [Editor's note: this classic is available now in special-edition glitter packaging.]

What is the vibe like on a Viva Glam set?
There's such an air of hopefulness—like we're all aligned with the goal to send a powerful message of goodwill as well as glamour.

What makes someone Viva Glam-worthy?
Someone who literally puts their money where their mouth is! Someone who aims to help others in the name of beauty.

MAC blazed a trail with the launch of Viva Glam. Where would you like to see it go next?
The goal is to stay on the path on the fight against HIV/AIDS and raise money for a world where these things don't exist.

Describe your perfect Pride.
Throwing on some Viva Glam and celebrating equality and community with EVERYONE!

Lipstick of the future is …
I strongly feel we're living the future with a lipstick like Viva Glam! Beauty with a heart! 

Past campaigns: 25 years of Viva Glam, 25 years of history.
Past campaigns: 25 years of Viva Glam, 25 years of history.
Past campaigns: 25 years of Viva Glam, 25 years of history.
Past campaigns: 25 years of Viva Glam, 25 years of history.
Past campaigns: 25 years of Viva Glam, 25 years of history.
Past campaigns: 25 years of Viva Glam, 25 years of history.
Past campaigns: 25 years of Viva Glam, 25 years of history.
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