MAC Cosmetics released its second annual Viva Glam Impact Report detailing $4.5 million in FY25 grants to 64 nonprofit organizations advancing the Viva Glam Mission of environmental, sexual, racial, and gender equality worldwide.

MAC Viva Glam raises funds through the sale of its Viva Glam lipsticks, with 100% of the selling price donated to nonprofit partners advancing equality worldwide. 

Lisa Sequino, President, Global Makeup Brand Cluster, The Estée Lauder Companies, said,

“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. With the continued support of our global community, we’re well on our way to raising our next half a billion dollars for our mission of equality worldwide.”

To date, Viva Glam has raised over $540 million, helping over 60 million people across 92 countries. 

In FY25, Viva Glam grants supported essential programs providing HIV prevention and care, LGBTQIA+ youth support, maternal and perinatal health services, racial justice initiatives, and environmental sustainability efforts.

Beyond its global nonprofit partnerships, Viva Glam is powered by MAC employees and Artists around the world, actively bringing the mission to life through volunteerism, local community activations, in-store storytelling, and year-round advocacy that turns purpose into everyday action.

The Impact Report spotlights how sales of Viva Glam Lipsticks directly give back to organizations advancing equality around the globe.

Environmental Equality

• Plastics for Change (India) collected 2.5 metric tons of plastics in Kolkata and 281,500 kg through a women-led collection center, while establishing two plastic collection sites that created fair-trade livelihoods for waste collectors.

Sexual Equality

• It Gets Better Project (United States): Viva Glam grant funded over 15,000 students in LGBTQIA+ community projects and reached 2,300+ youth through safe-space events across three states.
• Orange Babies (Netherlands): The grant supported over 150 girls in sub-Saharan Africa with one year of education and distributed over 1,240 dignity packs, providing essential hygiene and reproductive health supplies.

Gender Equality

• The Victoria Project by BirthFund (United States): Grants expanded access to holistic, midwifery-led maternal care for 38 families, covering prenatal, birth, and postpartum services.
• Mermaids (United Kingdom): This grant supported more than 2,380 individuals through its helpline and connected 435 parents and young people via online forums and 120 in-person group sessions.

Racial Equality

• Ballet Black (United Kingdom): Viva Glam grant commissioned two new ballets, reached more than 5,045 people through live performances, and engaged over 235 young dancers through education programs.
• Gerando Falcões (Brazil): This grant enabled over 300 women in Brazil’s favelas to generate independent incomes through the ASMARA program.