Did you know the story behind the M.A.C. Viva Glam lipstick?

M.A.C Viva Glam Lipstick 25th anniversary

When was the last time you were inside a M.A.C. store or at a M.A.C. counter? Try to think about all the lipsticks you saw. Did you notice there were three special lipsticks amongst them? The three special lipsticks I’m talking about are the M.A.C. Viva Glam lipsticks. This year this lipstick exists exactly 25 years and there’s a special story behind these lipsticks. Do you want to know the story? I’d love to tell you! 

Where it all started…

So in the late 90’s the founders of M.A.C., Frank Angelo and Frank Tosca, came with the idea to raise awareness and money for research towards AIDS. During that time there wasn’t a lot of knowledge around HIV and AIDS. There was also a system of taboo around HIV and AIDS during that time, so they knew that raising money and awareness wasn’t going to be easy. In 1994 they created a lipstick called the Viva Glam Lipstick. The idea behind this lipstick was quite special: the colours need to fit lots of skin colours and the complete price of the lipstick goes to the charity foundation. This was the start of the M.A.C. AIDS foundation! 

Viva Glam Spokes Persons

To make sure that everyone got to know about the existence of the M.A.C. Viva Glam lipsticks, M.A.C. introduced a spokesperson. The first spokesperson was Rupaul Charles, which was another controversial decision from M.A.C. After the first campaigns started, they realised it was their best decision ever, because the people loved Rupaul! After Rupaul being the first spokesperson of the M.A.C. Viva Glam lipsticks, many big names followed and every year there would be a different spokesperson. This year, the 25th anniversary of the Viva Glam lipsticks, M.A.C. changed this concept. This year everyone is a spokesperson for the Viva Glam lipsticks. Every makeup artist in every M.A.C. store is a Viva Glam spokesperson. You might even notice that every Friday the makeup artists in every M.A.C. store or counter wear a Viva Glam lipstick to spread the Word AIDS Day.

M.A.C Viva Glam Lipstick 25th anniversary

25 years later…

As I already mentioned, this year is the 25th anniversary of the M.A.C. Viva Glam Lipsticks and therefore also the 25th anniversary of the M.A.C. AIDS Foundation. Ever since 1994, when the foundation started, there has been done a lot of research towards HIV and AIDS. The development towards a cure is still in progress, but a preventative towards contamination and treatment, for HIV-positive people, is already there. This made M.A.C. think about the future of the foundation. In the last 25 years they raised 500 million US dollars, only from the proceeds of the Viva Glam lipstick all over the world. Raising this amount of money means that M.A.C. could also support other charities like Planned Parenthood and GLAAD in the US. They also sent money to Mauritius to build up the country after the hurricane from last year. This also meant a name change for the foundation, because it wasn’t only supporting research towards AIDS and HIV anymore. So this year the name of the charity changed to the ‘M.A.C. Viva Glam Foundation’.

What does the Viva Glam Foundation support in Benelux?

I have been talking about the M.A.C Viva Glam foundation worldwide for a while now, but you might wonder what they do in the Benelux. M.A.C. Benelux supports two main foundations which are: Dance For Life and Orange Babies. Last year, M.A.C. organised a cheque donation event in Hudsons Bay to hand the proceeds from 2018 to the Dance For Life and Orange Babies. They raised 328.000 euros from all the sold Viva Glam lipsticks in 2018 only! 

25th anniversary of the Viva Glam Lipstick

This year is a special year and of course M.A.C. celebrates this with a special edition of the Viva Glam no.1 lipstick. For the last 25 years there have been 5 colours and almost every year a spokesperson got a personalised Viva Glam no. 6. This year M.A.C. reduced the collection to three lipsticks: Viva Glam no.1 (a gorgeous red), Viva Glam no.2 (a beautiful nude) and Viva Glam no.3 (a stunning dark nude/burgundy). To celebrate the 25th anniversary they completely restyled the packaging of Viva Glam no.1 with a gorgeous red glitter packaging!

I really hope that you liked reading about the M.A.C. Viva Glam lipsticks and I hope that you are as enthusiastic as I am about this amazing story! Did you already know the story behind these lipsticks? Let me know in the comments below!

Signature Annaleid from Actually Anna


  1. Leontien Bakker
    July 31, 2019 / 9:42 am


    • August 7, 2019 / 11:27 am

      Dankjewel πŸ™‚

      xoxo Annaleid

  2. Amy Aed
    August 1, 2019 / 3:44 pm

    I didn’t know the story behind it but its super interesting! I love all of their work and the history behind it.

    Have a great weekend πŸ™‚
    Amy x Wandering Everywhere

    • August 7, 2019 / 11:31 am

      Me too! And thank you so much I really enjoyed writing this blogpost πŸ™‚

      xoxo Annaleid

  3. August 7, 2019 / 11:29 am

    That’s exactly what I felt like when I heard this story! I love to know more about the story behind the products and I really wanted to share that with you guys πŸ™‚

    xoxo Annaleid

  4. September 19, 2019 / 1:26 am

    I really like MACs products. I’ve seen these in the store and always look at them. I love how they celebrate individuality. Great post!

    • November 20, 2019 / 2:14 pm

      Me too and I love sharing the story behind the Mac viva glam! Its soon world aids day so it might be a good opportunity to pop into a Mac store and check out the viva glam lipsticks ? πŸ™‚

      xoxo Annaleid

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