You may know the MAC Viva Glam organization best through its star-studded beauty campaigns. The foundation, created by MAC Cosmetics, has raised millions of dollars for various charities over the 26+ years of its existence, focused heavily on HIV/AIDS research and support for individuals affected. Now, the makeup brand has pledged an additional $10 million of donations that will be distributed amongst 250 organizations fighting the coronavirus in their local communities — from those groups aiding in food deliveries to those facilitating medical testing and providing care.
Examples of the great organizations benefiting from these donations include Project Angel Food in Los Angeles County, God’s Love We Deliver in New York City, Partners in Health, and many more deserving charities already doing important work during this international healthcare crisis.
“VIVA GLAM has never been about one cause, but about support to vulnerable communities,” said John Demsey, the chairman of the M∙A∙C VIVA GLAM FUND and executive group president of The Estée Lauder Companies, in a press statement. “It was created many years ago simply as a hardship fund for people who needed safety nets.”
This 2020 campaign was kicked off and boosted by returning MAC Viva Glam spokesperson and singer Miley Cyrus, who announced her own involvement during an episode of her new Instagram livestream series, Bright Minded.
Past MAC Viva Glam celebrity campaigns have featured stars like Rihanna, Lady Gaga, Cyndi Lauper, Sia, Ariana Grande, Nicki Minaj, and many more, who, like Miley have each designed their own special lipstick shade for sale.
To support these efforts, you can purchase any currently-available shade of Viva Glam Lipstick, as 100% of the selling price goes to the organization. The brand also invites Instagram users to share a “virtual kiss of gratitude to those on the front lines” using #mackissofgratitude.
To see MAC Cosmetics’ full announcement, be sure to check out their Instagram post below.
— Kristine Hope Kowalski
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All images via MAC Viva Glam