MAC Cosmetics teams up with trans trailblazer Kim Petras to launch Pride Month Viva Glam lip gloss
MAC launches Viva Glam with Kim Petras for Pride Month. (MAC)
MAC launches Viva Glam with Kim Petras for Pride Month. (MAC)
MAC Cosmetics has launched its Viva Glam campaign and lipstick for Pride Month with the iconic LGBTQ+ trailblazer Kim Petras. 100% of proceeds will go to LGBTQ+ charities.
Petras, the first openly transgender artist to win a Grammy, was the face of Mac’s iconic Viva Glam campaign last year, and she now returns for 2025.
On Monday (1 June), MAC expanded its Viva Glam line with the launch of Viva Kimmitment, a red lip gloss shade made in collaboration with pop star Petras. Petras’s love of red lip gloss inspired the idea for the gloss.
Alongside donating 100% of the proceeds from the limited-edition $25 lip gloss (£23 in the UK), MAC has pledged to donate $1 million to Viva Glam charity partners, which include The Trevor Project, Hetrick-Martin Institute and It Gets Better.
“Viva Glam has gone glossy for a limited time only with an all-new shimmering red Lipglass Air shade co-created with Kim Petras,” the product description reads.
“The non-sticky, hydrating and addictive lip gloss delivers light-as-air wear and next-level nourishing care.”
“Viva Glam is the heart of MAC,” said Aïda Moudachirou-Rebois, global GM of MAC Cosmetics.
“Pride Month is an amazing time to also re-engage in those meaningful conversations. Because those conversations are important all year round, but there is a swell that goes around those conversations during Pride Month.”
Alongside the lipstick, MAC’s campaign will stage 20 events during Pride Month throughout the globe and launch a social campaign with its charity partners and Petras.
In the press release, MAC states their staunch support for LGBTQ+ charities – they report they have raised more than half a billion dollars for queer organisations, while Viva Glam has raised £25 million in the UK & Ireland – welcome news in an era of corporations rolling back their support for LGBTQ+ pride and other DEI (Diversity, Equity and Inclusion) initiatives.
“Pride Month is an amazing time to also re-engage in those meaningful conversations”
Under Trump’s administration, anti-trans sentiment and diversity, equity and inclusion (DEI) rollback have set a terrifying precedent.
MAC has supported Pride Month since the launch of the first Viva Glam lipstick in 1994 with RuPaul. At the time, standing with social causes like HIV/AIDS “was still a radical proposition.”
“For the 30th anniversary of Viva Glam [in 2024], we clarified what the platform was, because HIV/AIDS, fortunately, is under control in most countries,” said Moudachirou-Rebois.
“We have identified four pillars, which are racial equality, sexual equality, gender equality and environmental equality.”
The Viva Kimmitment shade uses MAC’s Lipglass Air formula, the new lip product launch in April with a “nepo babies” campaign starring Zaya Wade, daughter of basketball star Dwayne Wade.
Moudachirou-Rebois said MAC’s inclusion of Wade, who has faced transphobia since coming out aged 12, has been met with both support and hate.
Moudachirou-Rebois said MAC still has its sights set high for the Viva Glam project: they hope to raise $1 billion for its charity partners.
“We did $500 million in 30 years, and we’ll be giving ourselves another 30 years to hit a billion dollars,” she said. “That’s the pace we’re giving ourselves.”
You can see a full list of major companies who have released Pride 2025 merch here.
