M•A•C Cosmetics has announced its second annual VIVA GLAM Impact Report, revealing a significant contribution of $4.5 million USD in grants for the fiscal year 2025. This funding supports 64 nonprofit organizations dedicated to advancing sexual, gender, racial, and environmental equality globally. The report highlights the ongoing commitment of M•A•C to its VIVA GLAM mission, which has raised over $540 million USD since its inception in 1994.
Through the sales of its iconic VIVA GLAM lipsticks, M•A•C donates 100 percent of the selling price to nonprofit partners. This initiative has benefited more than 60 million people across 92 countries. The grants from the latest fiscal year have supported critical programs focused on HIV prevention, LGBTQIA+ youth support, maternal health services, racial justice initiatives, and environmental sustainability.
Lisa Sequino, President of the Global Makeup Brand Cluster at The Estée Lauder Companies, expressed pride in the report’s findings. “The purchase of a single VIVA GLAM lipstick has the power to change a life, and this report is a testament to that profound impact,” she stated. She emphasized the goal of raising an additional half a billion dollars for global equality efforts.
Impact Across Various Initiatives
The VIVA GLAM Impact Report illustrates how lipstick sales translate into tangible support for various initiatives worldwide. In the realm of sexual equality, the It Gets Better Project in the United States received funding that reached over 15,000 students involved in LGBTQIA+ community projects. In the Netherlands, the Orange Babies initiative used VIVA GLAM grants to support 150 girls in sub-Saharan Africa with educational resources, distributing more than 1,240 dignity packs that included essential hygiene and reproductive health supplies.
For gender equality, the VIVA GLAM grant to the Victoria Project by BirthFund in the United States expanded holistic, midwifery-led maternal care for 38 families. In the United Kingdom, the Mermaids organization benefited from a VIVA GLAM grant that helped support over 2,380 individuals through its helpline and connected 435 parents and young people through various support channels.
Racial equality efforts also received a boost, with the Ballet Black initiative in the United Kingdom using its grant to commission two new ballets. This effort reached more than 5,045 people through live performances and engaged 235 young dancers through educational programs. In Brazil, the Gerando Falcões initiative empowered over 300 women in favelas to create independent incomes through the ASMARA program.
Environmental initiatives received attention as well, with the Plastics for Change program in India collecting 2.5 metric tons of plastics in Kolkata. The initiative established collection sites that created fair-trade livelihoods for waste collectors, highlighting the program’s dual focus on sustainability and economic empowerment.
Community Engagement and Advocacy
Beyond financial contributions, the VIVA GLAM mission is brought to life by M•A•C employees and artists who engage in volunteerism and community activism. Their efforts include local community activations, in-store storytelling, and year-round advocacy aimed at turning purpose into action.
For more details about the VIVA GLAM initiative and to access the complete Impact Report, interested individuals can visit the M•A•C website. The VIVA GLAM initiative continues to stand as the largest charitable effort within the beauty industry, fostering a culture of support and empowerment across diverse communities.
