As LGBTQ+ youth face mounting barriers to mental health care, MAC is renewing its financial commitment to The Trevor Project with a $1 million grant through its VIVA GLAM Fund. The announcement, set for Jan. 21, marks the third consecutive year of partnership between the beauty brand and the nation’s leading crisis intervention organization for LGBTQ+ young people.
The funding arrives at a critical moment. The Trevor Project has recently lost millions in federal support, a shortfall that threatens access to free, 24/7 crisis services relied on by LGBTQ+ youth across the United States. MAC’s contribution helps stabilize those services at a time when demand continues to rise.
According to The Trevor Project, LGBTQ+ young people are more than four times as likely to attempt suicide compared to their non-LGBTQ+ peers. Compounding the issue, more than half of LGBTQIA+ youth who sought mental health care last year were unable to receive it, often due to cost, availability, or fear of discrimination.
A Multi-Year Commitment, Not a One-Off Moment
Unlike short-term brand campaigns tied to Pride Month or seasonal philanthropy, MAC’s support reflects a longer-term investment. The VIVA GLAM Fund, which donates 100 percent of lipstick sales to charitable causes, has partnered with The Trevor Project for three years running, signaling consistency rather than spectacle.
That continuity stands out as corporate involvement increasingly fills gaps left by shrinking public funding. While individual donors have played a significant role, including a recent $45 million gift from philanthropist MacKenzie Scott, sustained brand partnerships remain essential to maintaining accessible crisis infrastructure.
The Trevor Project’s services include phone, text, and chat support, all available at no cost to users. These resources are often the first, and sometimes only, line of help for young people navigating mental health distress in unsupportive environments.
Beyond Dollars: Training for Gender-Inclusive Care
The partnership extends beyond financial support. MAC and The Trevor Project have also collaborated on “Makeup Services for All,” a training program designed to educate MAC artists on gender-inclusive language and affirming makeup practices for gender-diverse customers.
The initiative focuses on respectful communication, pronoun usage, and practical techniques that avoid reinforcing gender stereotypes. While the program is internal, its impact reaches customers who may otherwise avoid retail spaces due to past experiences of misgendering or exclusion.
By embedding inclusivity into staff education, the collaboration positions everyday interactions, not just marketing campaigns, as part of LGBTQ+ support.
Brands Filling a Growing Void
As public safety nets weaken, corporate involvement in mental health advocacy has taken on added weight. For LGBTQ+ youth, whose access to care is often shaped by geography, family support, and income, the loss of federal funding has immediate consequences.
MAC’s grant underscores the role brands can play when government systems fall short. While philanthropy alone cannot replace public investment, targeted funding can preserve life-saving services in moments of crisis.
For The Trevor Project, the renewed support ensures that young people reaching out for help will still find someone on the other end of the line, no purchase, payment, or permission required.
