To benefit its Viva Glam Campaign — an effort launched at the height of the AIDS epidemic nearly 40 years ago to raise funds for organizations supporting the LGBTQ community through annual limited-edition collections— Mac Cosmetics has established a Day of Giving.

 

Taking place on June 9, 100% of all lipstick sales will benefit LGBTQ and women’s rights organizations. According to the brand’s senior vice president and global chief marketing officer, Aïda Moudachirou-Rébois, the annual campaign’s new initiative will broaden its reach to include more than 200 lipstick shades and bolster dialogue with consumers and new customers who may be unaware of Viva Glam. 

 

Legendary drag queen RuPaul is the initiative’s first face, and the brand has tapped pop singers Lady Gaga, Mary J. Blige and Rihanna to helm the campaign and collaborate on limited-edition sets. 

 

In the last nearly four decades, Viva Glam has donated over $500 million to grantees such as the Hetrick-Martin Institute and the Los Angeles LGBT Center.

 

A Day of Giving will culminate with lipstick sales from both online and freestanding MAC stores.