M•A•C Cosmetics has announced a significant contribution to social equality, revealing in its second annual VIVA GLAM Impact Report that it donated $4.5 million USD in fiscal year 2025 to support 64 nonprofit organizations dedicated to advancing sexual, gender, racial, and environmental equality. The funds were raised through the sales of VIVA GLAM lipsticks, with 100 percent of the selling price directed towards nonprofit partners that share a commitment to these causes.
The report highlights the extensive impact of the VIVA GLAM initiative, which has raised over $540 million USD since its inception. This funding has reached more than 60 million people across 92 countries. In fiscal year 2025 alone, the grants supported critical programs in areas such as HIV prevention, LGBTQIA+ youth support, maternal health services, racial justice, and environmental sustainability.
Lisa Sequino, President of the Global Makeup Brand Cluster at The Estée Lauder Companies, emphasized the transformative power of each purchase. “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. Sequino expressed optimism about the future, noting the organization’s ambition to raise another half billion dollars for its mission.
Key Initiatives Supported by VIVA GLAM Grants
The Impact Report details various programs funded by VIVA GLAM, showcasing the initiative’s commitment to equality on multiple fronts.
In the United States, the It Gets Better Project received funding to support over 15,000 students in LGBTQIA+ community projects, facilitating safe-space events for more than 2,300 youth across three states. Similarly, the Victoria Project by BirthFund expanded access to holistic maternal care for 38 families, providing comprehensive services from prenatal to postpartum care.
International efforts are equally notable. The Orange Babies initiative in the Netherlands used VIVA GLAM funding to assist over 150 girls in sub-Saharan Africa with educational resources and distributed more than 1,240 dignity packs containing essential hygiene supplies. In the UK, Mermaids offered support to over 2,380 individuals through its helpline and facilitated connections among parents and young people through online forums and in-person sessions.
Racial equality initiatives also received support, with the Ballet Black in the UK commissioning new ballets that reached over 5,045 people through live performances and engaging 235 young dancers in educational programs. In Brazil, the Gerando Falcões program empowered over 300 women in favelas to achieve financial independence.
Environmental equality efforts were bolstered by a partnership with Plastics for Change in India, which helped collect 2.5 metric tons of plastics and established fair-trade livelihoods for waste collectors through women-led initiatives.
Community Engagement and Future Goals
Beyond financial contributions, M•A•C’s VIVA GLAM initiative is actively engaged in community outreach. Employees and artists are involved in volunteer efforts, local activations, and advocacy that bring the mission of equality to life. This grassroots involvement enhances the impact of the organization’s global partnerships.
The VIVA GLAM Impact Report not only underscores the financial contributions but also illustrates the meaningful change fostered through community involvement and collaboration with nonprofits. Looking ahead, M•A•C aims to continue its vital work, furthering its mission of equality on a global scale.
For more details about M•A•C VIVA GLAM and to access the full Impact Report, visit the official website. The initiative, founded in 1994, remains the largest charitable effort in the beauty industry, highlighting the profound impact that a commitment to social causes can have through the power of cosmetics.