Viva Glam Gets an Anniversary Makeover & Partners with Kim Petras
MAC Cosmetics has announced Kim Petras and Danna Paola as the faces of its Viva Glam Lipstick 30th anniversary campaign.
Viva Glam, MAC’s famous philanthropic lip range, made its debut in 1994 as a crucial part of the MAC AIDS Fund. To date, the charitable campaign, which donates 100% of all sales, has raised over $520,000,000 to help fight HIV/AIDS.
Over the past three decades, Viva Glam has introduced more than 20 products and collaborated with numerous cultural icons, such as RuPaul, Ariana Grande, Miley Cyrus, Rihanna, Dita Von Teese, and Lil’ Kim. Now, the campaign welcomes the German singer and songwriter Kim Petras to its illustrious lineup.
Petras has been a longtime fan of MAC and was even spotted wearing the brand’s Ruby True lip shade while picking up her historic 2023 Grammy award.
“Serving as the face of MAC Viva Glam has always been a rite of passage for the most legendary artists in the world,” Petras said in a press release. “I have to pinch myself every time I remember it’s now my turn to represent the campaign. I am honored to be part of Viva Glam’s long legacy of lifting up people who haven’t always felt seen or represented, and look forward to inspiring the next generation to join us in making the world a more equal place.”
Starring alongside Petras in the Viva Glam Lipstick 30th anniversary campaign is Danna Paola, a Latin Grammy Award-nominated singer celebrated for her unique approach to music and style. “I’m so excited to team up with M·A·C VIVA GLAM to empower other women and girls finding their voice and give back to communities most in need of our support,” Paola said in a statement.
Earlier this year, MAC announced a reformulation of its Viva Glam Lipsticks. The new M·A·Cximal Silky Matte Viva Glam Lipsticks offer a luxurious matte finish with a nourishing formula that “looks richer, feels better, and lasts longer.” Viva Glam I, the intense brownish blue-red, is now Viva Heart; Viva Glam II, the creamy subdued pinkish-beige mauve, is now Viva Planet; and Viva Glam III, the muted brownish-plum, is now Viva Empowered. Additionally, there’s a new shade, Viva Equality, which offers a deep neutral that complements all skin tones.
As part of its anniversary celebrations, Viva Glam is also expanding its charitable reach. With a mission to promote equality for all, Viva Glam will now focus on four key pillars to further societal change: sexual equality, gender equality, racial equality, and environmental equality. While continuing its steadfast support for those affected by HIV/AIDS, MAC will also fund various local organisations worldwide that are dedicated to advancing equal rights and healthy futures for people of all ages, races, and genders.
M·A·Cximal Silky Matte Viva Glam Lipstick is available to purchase now from MAC Cosmetics.