World AIDS Day: A Visual History of the Iconic Viva Glam Campaigns
Talk to anyone who's into their makeup and we'll bet a pretty penny they're a fan of MAC Cosmetics. The Canadian brand is famous for its fun and fabulous take on beauty products — no red is too red, no blush too pink, no designer collaboration too outlandish — and that's precisely why people like it. It's made for those of us who love to have a good time with our beauty regimes, and isn't that what makeup should always be about?
There's an even more important side to MAC, though. It's the side that has donated over $500 million AUD to the fight against AIDS — over half a billion dollars. It's not every brand that can lay claim to a number like that.
It all started in 1994, when MAC Cosmetics founders Frank Toskan and Frank Angelo decided to put some of their success towards finding a cure. They created the Viva Glam range, launched by the legendary Ru Paul, and dedicated every single cent — every one! — of the proceeds to the fight for a cure.
In the 22 years since, a huge number of celebrities have lent their names, star power and personal taste to the cause; the latest is Ariana Grande, who's currently fronting her second campaign with the company.
As Ariana told us recently, being a Viva Glam girl isn't something any of these celebs do for themselves — after all, they don't see any proceeds. "This isn't for me, you know?" she explained. "Every penny goes to the MAC Aids Fund, so this is because I want to use my voice to reach as many people as I can — because this cause is near and dear to my heart. It's very rare that any of these charitable partnerships see all of the proceeds really go to the cause. It's very different." With Ariana's latest colours bang on trend, we can only assume this Viva Glam campaign will sent a benchmark like Rihanna's did in 2014.
The Viva Glam campaigns pack a punch and they're hard to forget. With today being World AIDS Day, it's the perfect opportunity to look back on some of the most iconic moments in the campaign's history. Scroll to see!
— M·A·C VIVA GLAM Fund (@MACVIVAGLAMFund) November 24, 2016