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M•A•C Cosmetics Releases Second Annual VIVA GLAM Impact Report

M•A•C Cosmetics has made headlines by publishing its second annual VIVA GLAM Impact Report, which showcases the philanthropic efforts of the iconic brand and emphasizes its commitment to social responsibility and equality. For the fiscal year 2025, the brand proudly announced the allocation of $4.5 million in grants to 64 nonprofit organizations dedicated to advancing sexual, racial, gender, and environmental equality across the globe.

The Heart of the VIVA GLAM Mission

VIVA GLAM is not just a product line; it represents a powerful movement within the beauty industry. Since its inception, every purchase of a VIVA GLAM lipstick has contributed 100% of its selling price towards charitable organizations focused on equality. To date, VIVA GLAM has successfully raised over $540 million, impacting the lives of more than 60 million individuals across 92 countries. In FY25 alone, the funded initiatives have bolstered crucial programs ranging from HIV prevention to environmental sustainability efforts.

Lisa Sequino, President of the Global Makeup Brand Cluster at The Estée Lauder Companies, expressed, "The purchase of a single VIVA GLAM lipstick has the power to change a life. This report showcases that profound impact." She highlighted the brand's journey towards raising its next milestone of half a billion dollars, reinforcing the collective effort of the global community in driving this mission forward.

Overview of Grant Impacts

The 2025 Impact Report vividly illustrates how VIVA GLAM has prioritized assistance in several critical areas:

Sexual Equality

• - The It Gets Better Project in the United States received funding that enabled over 15,000 students to engage in LGBTQIA+ community projects, and over 2,300 youths participated in safe-space events across three states.
• - In the Netherlands, Orange Babies channelled the grant to support 150+ girls in sub-Saharan Africa, providing a year of education while distributing 1,240+ dignity packs for essential hygiene and reproductive health.

Gender Equality

• - The Victoria Project by BirthFund received a grant allowing them to provide holistic, midwifery-led care to 38 families, covering prenatal, birth, and postpartum services.
• - In the United Kingdom, Mermaids utilized the funding to extend support to over 2,380 individuals via its helpline and facilitated connections between 435 parents and young people through digital forums and in-person sessions.

Racial Equality

• - The UK-based Ballet Black commissioned two new performances and reached over 5,045 audience members while educating 235 young dancers through its programs.
• - A grant helped Gerando Falcões in Brazil empower over 300 women in favelas to earn independent incomes through its ASMARA program.

Environmental Equality

• - The project Plastics for Change in India showcased impressive results, collecting 2.5 metric tons of plastics in Kolkata via a woman-led collection center and initiating two sites that offered fair-trade livelihoods for waste collectors.

A Community-Centric Mission

The VIVA GLAM program thrives not only on the support of consumers but also on the fervor and dedication of M•A•C employees and Artists worldwide. These individuals actively engage in volunteerism, storytelling in stores, and community activations throughout the year, ensuring that the mission translates into meaningful actions and real change in communities.

To learn more about the VIVA GLAM initiative and access the full Impact Report, visit M•A•C's official site.

About M•A•C VIVA GLAM

Founded in 1994, M•A•C VIVA GLAM has set a benchmark in the beauty industry by donating 100% of the sales from VIVA GLAM lipsticks to global charitable partners committed to the causes of sexual, gender, racial, and environmental equality. By championing this mission, M•A•C not only empowers individuals but also paves the way for future generations. The brand continues to innovate in the beauty arena while being a trusted voice for social change and advocacy.

For more updates, connect with M•A•C on social media platforms or visit their website for store locations, product information, and community initiatives.