MAC Cosmetics is putting real numbers behind its long-running promise to turn beauty into action.
On Feb. 10, the brand released its second annual VIVA GLAM Impact Report, offering a detailed look at how its purpose-driven lipstick line continues to fund global efforts supporting LGBTQIA+ communities, reproductive care, racial justice and environmental equity. The results underscore a simple idea the campaign has championed for decades: buying a lipstick can still be an act of activism.
Millions Raised, Communities Reached
According to the report, MAC’s VIVA GLAM initiative generated $4.5 million in grants during fiscal year 2025, benefiting 64 nonprofit organizations working across sexual, racial, gender and environmental equality worldwide. The funds were raised entirely through the purchase of VIVA GLAM lipsticks, with 100 percent of sales donated to charitable partners.
That yearly impact builds on a much larger legacy. Since launching in 1994, VIVA GLAM has raised more than $540 million, helping support over 60 million people across 92 countries. What began as an HIV/AIDS-focused campaign has evolved alongside global needs, expanding its scope while keeping community care at its core.
“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,” said Lisa Sequino, President of the Global Makeup Brand Cluster at The Estée Lauder Companies. “With the continued support of our global community, we’re well on our way to raising our next half a billion dollars for our mission of equality worldwide.”
LGBTQIA+ Youth and Maternal Care at the Center
This year’s funding supported organizations addressing urgent gaps in care and safety. Among them was The It Gets Better Project, which used VIVA GLAM grants to expand affirming spaces and empowerment programs for LGBTQIA+ youth navigating hostile environments.
VIVA GLAM funding also reached families through The Victoria Project by BirthFund, which provided comprehensive maternal health services to 38 families, covering prenatal, birth and postpartum care. The support reflects a broader focus on bodily autonomy and access to healthcare, particularly for communities facing systemic barriers.
Purpose Beyond the Product
While the lipstick remains the campaign’s most visible symbol, MAC positions VIVA GLAM as more than a point-of-sale initiative. The brand credits its global workforce, including MAC Artists and retail employees, with amplifying the mission through volunteer work, in-store storytelling and year-round advocacy.
Those efforts, the report notes, help connect customers directly to the real-world outcomes of their purchases, reinforcing the idea that everyday choices can contribute to lasting change.
As social impact campaigns face increasing scrutiny, MAC’s latest report offers transparency around where the money goes and who benefits. For VIVA GLAM, the message remains consistent nearly three decades in: glamour and giving don’t have to exist separately, and sometimes, they come in the same tube.
