MAC Cosmetics is hosting its first-ever Day of Giving on 9 June, where 100% of lipstick sales will go to LGBTQ and women’s rights organisations.
The make-up brand hopes to raise up to US$500,000 from the sale of more than 200 different lipsticks during the 24-hour period in honour of Pride month.
The sale of lip glosses, balms, palettes and primers are not included.
The Day of Giving campaign is the next evolution of the brand’s charitable initiative Viva Glam, which has been raising funds for equal rights organisations since 1994.
In previous years, MAC has raised funds by releasing limited edition lipstick collections in collaboration with famous faces, such as Drag Race star RuPaul and singers Lady Gaga, Rihanna and Mary J Blige.
The Estée Lauder-owned company has now expanded the scheme to all lipsticks to broaden its reach.
“MAC Viva Glam has been uplifting, supporting and changing people’s lives since 1994,” said Dominic Skinner, MAC Global Senior Artist for the UK and Ireland.
“Imagine if every MAC lipstick was this powerful?
“The Day of Giving transforms 200-plus shades into MAC Viva Glam shades, meaning every cent from every sale of every lipstick will be donated to organisations empowering individuals and changing lives for the better.”
MAC's Viva Glam donates to LGBTQ and women’s rights organisations
Aïda Moudachirou-Rébois, MAC’s Global CMO, commented: “Philanthropy has always been at the heart of the MAC brand and we are proud of the incredible strides we have made with MAC Viva Glam over the past three decades.
“This year’s first-ever Viva Glam Day of Giving offers yet another opportunity for MAC to support local organisations that serve as a starting point for the meaningful change necessary to promote and support equality for all.”
MAC will promote its Day of Giving through a countdown on its website and social media – the brand has more than 125 million followers across its combined channels.
It has so far donated more than $500m globally to grantees, including the Los Angeles LGBT Center and LGBTQIA+ youth service organisation, Hetrick-Martin Institute.
Micro Rainbow, a charity which supports vulnerable LGBTI asylum seekers, and Mermaids, which helps gender-diverse kids, young people and their families, are also recipients of the funds.
The brand will also be celebrating its MAC Viva Glam I, II and III lipsticks and the contributions they have made to Viva Glam over the past 29 years.
MAC recently discontinued its Back to MAC recycling initiative, where customers receive a free lipstick for every six make-up empties they bring back into the store.
The brand said the change was part of its plans to evolve its Back to MAC programme to "have greater action and impact for change".