Today, MAC is announcing that it will dedicate $10 million towards 250 local organizations, in the U. S. and internationally, that are making a direct impact helping people who are at higher risk during the COVID-19 pandemic. Previous Viva Glam spokesperson Miley Cyrus will be announcing the brand's COVID-19 relief efforts — and officially kicking off the 2020 Viva Glam campaign — on Bright Minded, a series she created to connect people while we're isolating during the coronavirus outbreak.
It was created many years ago simply as a hardship fund for people who needed safety nets," John Demsey, chairman of the MAC Viva Glam Fund and executive group president of The Estée Lauder Companies, said in the statement. "To leverage this 100-percent giving model to help people affected by COVID-19 is a continuation of the principles VIVA GLAM was founded on from its inception.
Since 1994, sales of MAC's Viva Glam have been making an incredible difference in the lives of those affected by HIV/AIDS. (It's also known for some of the most incredible lip colors in the history of makeup. ) With 100 percent of the selling price of its Viva Glam lipsticks dedicated to supporting this vulnerable community, MAC has raised more than $500 million in the program's 26 years.
To help support the efforts, you can purchase any current shade of Viva Glam Lipstick or post an Instagram message sharing a "virtual kiss of gratitude to those on the front lines" using the hashtag #mackissofgratitude.
MAC is expanding Viva Glam's impact to help during the coronavirus pandemic. https://t.co/HmZNm9f2sH— Allure (@Allure_magazine) April 2, 2020