Known for its bold mission, frank imagery and groundbreaking fundraising model, M·A·C Cosmetics’ lauded VIVA GLAM campaign is celebrating its 25th anniversary in 2019 the only way it knows how.

Big, bold and brave with a new limited edition VIVA GLAM 25 in the original VIVA GLAM shade to be launched on the 1st May.

The message is simple – Change your lipstick. Change a Life. M·A·C will continue its long-term mission of serving the HIV/AIDS community to support women and girls and the LGBTQ community by expanding its funding through the sale of VIVA GLAM lipstick.

VIVA GLAM was created in 1994 at the height of the HIV epidemic to make a meaningful difference in the lives of people living with and affected by HIV/AIDS. Combining glamour with a rigorous funding approach, M·A·C Cosmetics has worked with provocative powerhouse talent, including Sia, Miley Cyrus, Elton John, Mary J. Blige and Ricky Martin to drive sales of VIVA GLAM lip products, with 100% of sales going toward the funding of HIV/AIDS programs around the world.

Twenty-five years later, VIVA GLAM has raised US$500 million for the global fight against HIV/AIDS, helping millions of people. That’s 9,713 grants to over 1,800 groundbreaking and innovative programs and organizations around the globe. Since the launch of M·A·C in Australia 20 years ago, sales of VIVA GLAM have raised almost AUD$10 million toward these local organizations including the Sydney Children’s Hospital, Bobby Goldsmith Fund, Victorian AIDS Council, Positive Life NSW and Western Australian AIDS Council.

Source: MAC