M•A•C Cosmetics has released its second annual VIVA GLAM Impact Report, detailing 4.5 million USD in FY25 grants awarded to 64 nonprofit organizations advancing the VIVA GLAM Mission of sexual, racial, gender and environmental equality worldwide.
VIVA GLAM raises funds through the sale of its iconic VIVA GLAM lipsticks, with 100 percent of the selling price donated to nonprofit partners working to advance equality across the globe. To date, the initiative has raised more than 540 million USD, helping to serve over 60 million people across 92 countries. In FY25, VIVA GLAM grants supported essential programs providing HIV prevention and care, LGBTQIA plus youth support, maternal and perinatal health services, racial justice initiatives, and environmental sustainability efforts.
The Impact Report underscores how every VIVA GLAM Lipstick purchased directly benefits organizations driving meaningful change.
In the area of sexual equality, the It Gets Better Project in the United States used its VIVA GLAM grant to fund more than 15,000 students in LGBTQIA plus community projects and reached more than 2,300 youth through safe space events across three states. In the Netherlands, Orange Babies supported more than 150 girls in sub Saharan Africa with one year of education and distributed more than 1,240 dignity packs, providing essential hygiene and reproductive health supplies.
Advancing gender equality, The Victoria Project by BirthFund in the United States expanded access to holistic, midwifery led maternal care for 38 families, covering prenatal, birth and postpartum services. In the United Kingdom, Mermaids supported more than 2,380 individuals through its helpline and connected 435 parents and young people via online forums and 120 in person group sessions.
For racial equality, Ballet Black in the United Kingdom commissioned two new ballets, reached more than 5,045 people through live performances and engaged more than 235 young dancers through education programs. In Brazil, Gerando Falcões enabled more than 300 women in the country’s favelas to generate independent incomes through the ASMARA program.
Supporting environmental equality, Plastics for Change in India collected 2.5 metric tons of plastics in Kolkata and 281,500 kilograms through a women led collection center, while establishing two plastic collection sites that created fair trade livelihoods for waste collectors.
Beyond its global nonprofit partnerships, VIVA GLAM is powered by M•A•C employees and Artists around the world who actively bring the mission to life through volunteerism, local community activations, in store storytelling and year round advocacy that turns purpose into everyday action.
