M·A·C Cosmetics is celebrating 30 years of its groundbreaking transformation in the beauty industry with the launch of a revitalised lipstick lineup ‘M·A·C VIVA GLAM’ and a commitment to raising another $500 million for expanded charitable mission.

Since its founding, the programme has revolutionised the beauty industry by dedicating 100 per cent of its lipstick sales to local organisations around the world that promote equality, health, and empowerment for all ages, races, and genders.

Having raised over $520 million to date, M·A·C VIVA GLAM is broadening its scope to tackle some of the world’s most pressing challenges through four key pillars, which include, gender, sexual, racial, and environmental equalities.

This expanded mission amplifies M.A.C VIVA GLAM’s long-standing efforts to support those affected by HIV/AIDS while it continues to give back to local organisations to harness the power of community and transform society.

With a focus on the gender equality pillar, M·A·C Sub-Saharan Africa has partnered with the Women at Risk International Foundation (WARIF) to address gender-based violence in Nigeria.

This collaboration provides essential resources and support to women while fostering long-term empowerment within the community.

WARIF received the M.A.C VIVA GLAM’s $30,000 (N46.9 million) grant given to fund the Women Empowerment Project (WEP) in Lagos and Oyo States.

This initiative equips women and girls aged 16 to 65 with tools to prevent and respond to sexual and gender-based violence, while also offering vocational and financial literacy skills to foster financial independence.

The Global Senior Vice President/General Manager of M·A·C Cosmetics, Aïda Moudachirou-Rébois, said this partnership reflects the brand’s unwavering commitment to championing reproductive and gender rights, empowering women and girls, and advocating for body autonomy.

Moudachirou-Rébois said over the past year, M·A·C VIVA GLAM has made significant grants to organisations such as Adsum for Women & Children (Canada), Teens Key (Hong Kong), Woza Moya (South Africa), and the Committed Communities Development Trust (India), creating meaningful change globally.

“Despite the incredible progress M·A·C VIVA GLAM has made over the past three decades, there is still so much more work to be done to create a more equal future for everyone, and we hope this campaign inspires the next generation to join us in raising the next half-billion dollars so we can continue making meaningful impact on communities that need it most,” Moudachirou-Rébois said.

Moudachirou-Rébois noted that to mark the milestone, M·A·C has unveiled a redesigned lineup of four iconic shades in a luxurious silky matte finish, which include, VIVA Heart (formerly VIVA GLAM I): Intense Brownish Blue-Red; VIVA Planet (formerly VIVA GLAM II): Creamy Subdued Pinkish Beige-Mauve; VIVA Empowered (formerly VIVA GLAM III): Muted Brownish Plum and New VIVA Equality: Deep Neutral.

Moudachirou-Rébois said with every purchase of the VIVA GLAM lipsticks, 100 per cent of the selling price goes directly to charities worldwide aligned with M·A·C’s four pillars of equality, empowering communities worldwide.

Moudachirou-Rébois said consumers can contribute to this mission by purchasing the new M·A·Cximal Silky Matte VIVA GLAM Lipsticks, available at all M·A·C stores and Essenza, both in-store and online nationwide.

Moudachirou-Rébois noted that every purchase continues to directly support transformative initiatives worldwide.