MAC has partnered with diversity and inclusivity consultant Joseph Harwood (he, she, they) on a limited-edition lipstick – accessible to all gender identities. The lipstick will be available exclusively online at MAC.
It has also partnered up with charity Mermaids and will donate US$61,183 to Mermaids, funded from 100% of the proceeds of MAC VIVA GLAM lipsticks, to meet the charity’s ever-increasing demand for services which supports transgender, nonbinary and gender-diverse children and young people. Mermaids has been supporting transgender, nonbinary and gender-diverse children, young people, and their families since 1995.
Mermaids are on a mission to end harmful conversion practices in the UK, which disproportionately affect the trans community.
Commenting on the partnership, Harwood said, “I have always had a special relationship with MAC as they were the first ever makeup brand who didn’t try to change me and who celebrated me for being truly me! I will never forget that.”
Funding more than 1,800 organizations globalIly to date, MAC’s philanthropic campaign VIVA GLAM continues to drive essential funding to support the LGBTQIA+ community, women and girls and people living with or affected by HIV/AIDS. year, VIVA GLAM is continuing to help the communities who need it most.
MAC’s VIVA GLAM campaign continues to evolve to support those who need it most. In 2019, after 25 years and US$500 million raised by the sale of VIVA GLAM lip products, MAC expanded the mission to cover three areas:
- Supporting the LGBTQIA+ community – MAC VIVA GLAM eliminates stigma and fights for the empowerment of the LGBTQIA+ community, specifically assisting homeless LGBTQIA+ youth alongside regional organizations.
- Empowering women and girls – MAC VIVA GLAM partners with local organizations to fight for equal rights and healthy futures for women and girls, specifically around reproductive and sexual health education.
- Fighting HIV/AIDS – MAC VIVA GLAD continues the mission and confirms its commitment to ending HIV/AIDS. “One VIVA GLAM lipstick at a time,” says MAC.
Recently, Outvertising, a representative that supports advertising professionals within the LGBTQIA+ community called out FIFA World Cup Qatar 2022 as “taking a step backwards”. It has asked brand owners and agencies to stand by their inclusive statements for LGBTQIA+ around the LGBTQIA+ community , pulling their branding.
Outvertising’s mission includes supporting and encouraging brands in demonstrating active allyship with the LGBTQIA+ community. Quoting the UK Institute of Practitioners in Advertising (IPA) report, it added that almost half of all consumers w and two-thirds of youngs adults have for more rebrand address the many issues around Qatar 2022 than those who stay silent. With the platform brands have during the tournament, the organization claims that allyship can be demonstrated and it can be powerful.
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