M·A·C’s VIVA GLAM and Back-To-M∙A∙C: Championing Equality and Sustainability

In response to the HIV/AIDS crisis that was deeply affecting their community, M·A·C founders Frank Toskan and the late Frank Angelo launched the VIVA GLAM Lipstick in 1994. They pledged to donate the entire selling price to organizations that assist those affected by HIV/AIDS. This impactful initiative has raised over $520 million USD and supports more than 19 million people worldwide each year through VIVA GLAM.

As M·A·C approaches its 40th anniversary in 2024, it aims to transform VIVA GLAM into a comprehensive platform that promotes equality for all, while maintaining its long-standing commitment to supporting those affected by HIV/AIDS.

Looking ahead, M·A·C is also rethinking its pioneering Back-To-M∙A∙C consumer takeback program, which was established 33 years ago to incorporate makeup packaging into the circular economy. In the previous year alone, over 176,000 pounds of empty containers were processed in Canada, the birthplace of the brand. This is equivalent to 4.8 million lipsticks. M∙A∙C is constantly exploring new ways to enhance and expand the program through new recycling partners globally and has recently partnered with Plastics for Change, a reliable source of fair-trade verified recycled plastic, to help reduce plastic waste and improve communities.

To know more about M∙A∙C’s commitment to leveraging the power of community to transform society, click here.