This year marks a special milestone for MAC Cosmetics: the 30th anniversary of the brand’s Viva Glam campaign. If you’re new to the initiative, it’s all about giving back—and getting involved is as simple as purchasing a new shade of lipstick from an array of hues. Seriously—100 percent of every “Viva” lipstick’s selling price goes to charitable organizations that fall into the beauty brand’s four key philanthropic pillars: supporting sexual equality, empowering gender equality, championing racial equality and promoting environmental equality.
This tradition started in 1994 when the brand’s original founders, Frank Toskan and the late Frank Angelo, created MAC Viva Glam to support those affected by the HIV/AIDS epidemic. To date, MAC has raised $520 million and counting, and this year, it added two organizations to its charitable roster: The Trevor Project and It Gets Better. Keeping with the expansion, they also unveiled a brand-new shade of lipstick called Equality, and there’s no doubt about it: The new shade of matte lipstick is a deep neutral nude, and bound to become the star of your new lip combo.
Another special part of the initiative? Nominating a MAC Viva Glam Spokesperson. The brand took to Instagram to tease the blonde-haired ambassador, encouraging fans to guess who it might be. The majority guessed Kim Petras, and they were right. On May 29, MAC confirmed her as the new face of the initiative in an Instagram announcement.
The brand hasn’t announced when it will unveil this year’s ambassador, so we’re eagerly anticipating the official announcement. In the meantime, you can shop the existing Viva Glam lipsticks, including the new shade, Equality, below.
VIVA Equality (deep neutral)
VIVA Heart (brownish blue-red)
VIVA Planet (pinkish-beige mauve)
VIVA Empowered (brownish-plum)
