MAC VIVA GLAM
M•A•C Cosmetics has announced a significant milestone in its commitment to social equality, donating $4.5 million USD in grants during fiscal year 2025. The funds will support 64 nonprofit organizations dedicated to advancing sexual, racial, gender, and environmental equality worldwide. This announcement, made on February 10, 2026, is part of the brand’s ongoing VIVA GLAM initiative, which raises funds through the sale of its iconic VIVA GLAM lipsticks.
The VIVA GLAM program has proven to be a major force for good, having raised over $540 million USD since its inception in 1994. These funds have benefited more than 60 million people across 92 countries. The comprehensive impact report outlines how the grants from FY25 have supported crucial initiatives ranging from HIV prevention to environmental sustainability.
Key Areas of Support
The latest report highlights specific programs that received funding through the VIVA GLAM initiative. These programs tackle pressing issues related to sexual and gender equality, racial justice, and environmental challenges.
The It Gets Better Project in the United States received a VIVA GLAM grant that funded projects for over 15,000 students in the LGBTQIA+ community, conducting safe-space events across three states. In the Netherlands, Orange Babies utilized its grant to support educational opportunities for over 150 girls in sub-Saharan Africa, while also distributing more than 1,240 dignity packs containing essential hygiene and reproductive health supplies.
In the realm of gender equality, the Victoria Project by BirthFund, based in the United States, expanded access to holistic maternal care for 38 families. The UK organization Mermaids used its VIVA GLAM grant to assist over 2,380 individuals through helpline services and community forums.
Racial and Environmental Initiatives
The VIVA GLAM program also places a strong emphasis on racial equality. The UK-based ballet company Ballet Black received funding to commission two new ballets, reaching more than 5,045 people through live performances and engaging 235 young dancers in educational programs. In Brazil, the organization Gerando Falcões empowered over 300 women in favelas to achieve economic independence through its ASMARA program.
Environmental initiatives were also a focus, with Plastics for Change in India using its VIVA GLAM grant to collect 2.5 metric tons of plastics in Kolkata. The project established two plastic collection sites, creating fair-trade livelihoods for waste collectors.
The impact of VIVA GLAM extends beyond financial contributions. Employees and artists of M•A•C actively contribute to the mission by engaging in volunteerism, community activism, and advocacy, turning purpose into action throughout the year.
“This report is a testament to the profound impact of each VIVA GLAM lipstick sold,” said Lisa Sequino, President, Global Makeup Brand Cluster at The Estée Lauder Companies. “With the continued support of our global community, we’re on track to raise our next half a billion dollars for our mission of equality worldwide.”
For those interested in learning more about the VIVA GLAM initiative and its impact, the full report is available at M•A•C’s official website.
M•A•C VIVA GLAM continues to lead as the largest charitable initiative in the beauty industry, underscoring the power of cosmetics to drive meaningful change.
