MAC Cosmetics charitable campaign, Viva Glam, have been committed to supporting vulnerable communities every year. With their first campaign in 1994, it was created to make a difference in the lives of those living with HIV/AIDS. 100 percent of the selling price of a Viva Glam lipstick was donated to organisations that supported this mission.

Since then, they have raised $500,000,000 USD towards various communities, causes and organisations. This year, it was only apparent that their Viva Glam campaign was to help support those at the front line and providing essential services during the COVID-19 pandemic. MAC Viva Glam will donate $10,000,000 USD to 250 organisations on the front lines providing health care, essential services and goods.

Viva Glam will continue to raise money to support at-risk communities amongst women and girls, LGBTQ_ and those living with and affected by HIV/AIDS.

"Viva Glam has never been about one cause, but about support to vulnerable communities. It was created many years ago simply as a hardship fund for people who needed safety nets," said John Demsey, Chairman of MAC Viva Glam Fund & Executive Group President of The Estee Lauder Companies Inc.

To get involved, purchase any shade of a Viva Glam lipstick or use the hashtag #MACKissOfGratittude to show your support for those at the front line.