M·A·C’s VIVA GLAM program has now raised greater than $540 million globally since its launch in 1994, in response to the model’s 2025 Impression Report. The replace gives magnificence trade stakeholders an evaluation of how a single product platform has sustained three a long time of funding whereas adapting to shifting social and environmental priorities.
“Collectively, we’ve constructed an unbelievable legacy: $540 million USD raised and over 60 million lives impacted all over the world,” M·A·C wrote within the report. “This final yr alone, M·A·C VIVA GLAM donated $4.5 million USD to 64 nonprofit companions globally, sharpening our give attention to organizations that advance sexual, racial, gender and environmental equality.”
The figures replicate each long-term scale and a more moderen strategic shift.
Equality pillars broaden this system’s scope
VIVA GLAM was initially created by M·A·C founders Frank Toskan and the late Frank Angelo in response to the HIV/AIDS disaster. The mannequin was easy: promote a lipstick and donate 100% of the promoting worth.
Greater than three a long time later, the core mechanic stays unchanged, however the scope has advanced. Final yr, which marked this system’s thirtieth anniversary, the Fund’s mission was expanded to “help equality and wholesome futures for all with a view to deal with a number of the world’s most urgent challenges,” the report famous.
Along with its longstanding help for folks impacted by HIV/AIDS, the fund now operates throughout 4 outlined pillars: sexual equality, racial equality, gender equality, and environmental equality.
For stakeholders, the enlargement displays a broader alignment with multi-issue ESG frameworks that more and more form each magnificence retailer expectations and company reporting.
International attain and measurable outputs
This system’s scale stays one among its defining options. Based on the report, VIVA GLAM has reached 92+ international locations and served greater than 60 million folks since 2013, supporting over 2,000 NGOs globally and serving to a couple of million folks annually.
In fiscal yr 2025 alone, the fund distributed $4.5 million to 64 nonprofit companions, M·A·C confirmed.
Throughout this system’s pillars, the It Will get Higher Undertaking reached greater than 2,300 youth by means of three queer promenade occasions and funded greater than 15,000 college students to take part in group initiatives. Orange Infants distributed greater than 1,240 dignity packs and supported 150+ women with one yr of training.
Within the environmental class, Plastics For Change Basis collected 2.5 metric tons of plastic at its Kolkata aggregation middle and 281,500 kilograms at a women-led assortment web site.
The range of program partnerships illustrates how the initiative has advanced from a single-issue response mannequin to a broader social affect framework.
Product refresh helps platform longevity
The report additionally offered some updates to the VIVA GLAM product lineup. In 2024, M·A·C launched a brand new silky matte end and refreshed shade names to align with the expanded mission.
“Alongside the revamped M·A·C VIVA GLAM platform, the long-lasting Lipstick that offers again 100% has been maxed out to offer lips MORE, with a brand new silky matte end, new impactful names and new luxe look,” the report said.
The corporate clarified that “shade choice doesn’t affect donations allotted among the many pillars,” sustaining a unified donation pool relatively than linking particular SKUs to particular causes.
In June 2025, the model prolonged the platform with a limited-edition Lipglass Air launch in partnership with Kim Petras, with 100% of the promoting worth donated to aligned charities. These shifts reinforce how incremental product innovation can help a long-standing philanthropic SKU with out altering its funding construction.
Worker engagement as an working lever
The report additionally emphasised inner activation as a key driver of this system’s attain. M·A·C cites a worldwide community of greater than 11,500 artists who help VIVA GLAM each in-store and on-line.
For instance, throughout World AIDS Day initiatives, the corporate facilitated greater than 100 speedy HIV assessments in underneath three hours at Baruch Faculty in New York Metropolis. In Germany, it introduced a €100,000 donation to the Deutsche AIDS-Stiftung through the Berlin Opera Gala.
The fund additionally mobilized $100,000 in wildfire reduction donations to the California Fireplace Basis following the January wildfires, demonstrating how the platform can reply to emergent crises past its core pillars.
Subsequent milestone: one other half-billion
Whereas the report mirrored on 31 years of exercise, it additionally outlines the subsequent goal.
“Now, we’re waiting for our subsequent milestone: elevating the subsequent half-billion {dollars},” mentioned M·A·C.
The report added, “Though elevating $540 million+ over the previous 31 years is an unbelievable accomplishment, we want you to maintain the M·A·C VIVA GLAM momentum going so we will attain our objective of elevating the subsequent half-billion {dollars} to help sexual, racial, gender and environmental equality for all.”
For trade stakeholders, the longer view could be the most instructive. As cause-driven advertising turns into extra widespread throughout the US magnificence sector, Viva Glam demonstrates how product, goal, and scale can function inside a single, constant framework.
