It all started back in 1994. It was the height of the HIV epidemic and M·A·C Cosmetics wanted to make a difference. A pillar of glamour, strength and individuality in the beauty community, M·A·C sought to make a meaningful difference in the lives of people living with and affected by HIV/AIDS. Combining that namesake glamour with a rigorous funding approach, M·A·C worked with some of the world’s most provocative powerhouse talent, including Sia, Miley Cyrus, Elton John, Mary J. Blige and Ricky Martin to drive sales of VIVA GLAM lip products, with 100% of sales going toward the funding of HIV/AIDS programs around the world. And today, M·A·C celebrates 25 years of VIVA Glam with none other than Winnie Harlow.

Red leather, red lipstick on; the supermodel and GRAZIA cover star recreates the iconic first-ever M·A·C #VIVAGLAM campaign to celebrate the philanthropic milestone. A self-proclaimed VIVA GLAM super-fan, Winnie embraces the irreverence, brazen style and irrepressible love of life VIVA GLAM has been serving since 1994.

And this year, M·A·C has created a limited-edition VIVA GLAM 25th anniversary lipstick in the original VIVA GLAM shade that will be sold alongside VIVA GLAM II Lipstick and VIVA GLAM III Lipstick. As always, all proceeds will be donated to VIVA GLAM efforts, with every cent donated to support the health and rights of people of All Ages, All Races and All Genders.

25 years on, the HIV epidemic looks very different than it did in 1994. AIDS-related deaths have fallen by 50%, over 21.7 million people have access to medication, and there are 47% fewer new HIV infections globally. As the HIV field continues to make incredible advances, M·A·C Cosmetics will look to support populations left behind in this progress that resonate with its consumers and the M·A·C Family, mainly women and girls and the LGBTQ community. “Since 1984, M·A·C and our amazing community of Artists have challenged norms, heralded diversity and pushed boundaries – the work that M·A·C VIVA GLAM has done is the global realisation of that vision,” says Nancy Mahon, Global Executive Director, M·A·C AIDS FUND & Senior Vice President, Global Corporate Citizenship and Sustainability, Estée Lauder Companies.

The VIVA GLAM initiative has raised $500 million for the global fight against HIV/AIDS, helping over 19 million people last year alone. That’s 9,713 grants to over 1,800 groundbreaking and innovative programs and organisations around the globe. In Australia, this includes The Sydney Children’s Hospital, Bobby Goldsmith Fund, Western Australian AIDS Council and many more. “VIVA GLAM is truly the heart and soul of M·A·C Cosmetics and it all started with a lipstick and focused mission to end HIV/AIDS,” says John Demsey, Chairman of the M·A·C AIDS FUND & Executive Group President, The Estée Lauder Companies. “This year represents 25 disruptive campaigns, led by 28 outspoken celebrity talent and $500 million raised, but it also marks a quarter century of unmatched purpose and passion for our employees, artists and partners around the world. Our 100% giving model is among the first in the world and allowed us to create change at a scale we never could have imagined.”

This is how you can change a life through lipstick:

GLAM FOR LIFE 1 VIVA GLAM Lipstick buys 254 condoms to prevent the transmission of HIV.
GLAM FOR ACCEPTANCE 1 VIVA GLAM Lipstick purchases a full day of meals for two homeless LGBTQ+ youth.
GLAM FOR RIGHTS 1 VIVA GLAM Lipstick tests 14 pregnant mothers for HIV to support the health of women.

VIVA GLAM I is Available tomorrow, 1st May 2019, at M•A•C locations, M•A•C Myer, M•A•C David Jones and for $36.