The NFTs feature artwork from the US pop artist with all profits going to the Viva Glam fund to help those affected by HIV/AIDS
MAC Cosmetics has entered the world of non-fungible tokens (NFTs) with its first-ever collection featuring the work of late artist and activist Keith Haring to support those affected by HIV/AIDS.
Launching in time for National Youth HIV/AIDS Awareness Day on 10 April, the limited edition MAC Viva Glam x Keith Haring collection features three animations of lipsticks, with 100% of the proceeds going to the brand's Viva Glam fund to support young people who have been impacted by HIV/AIDs.
Featuring artwork from Haring, the collection includes Keith Haring Red - Rare (US$25), with up to 5,000 pieces available; Keith Haring Blue - Exclusive ($150 each up to 250 pieces), which includes a digital make-up tutorial of a Haring-inspired look; and Keith Haring Yellow – Icon, the rarest with just 25 pieces available for $1000 each, which are accompanied by a 30-minute consultation with a MAC make-up artist and a complementary Viva Glam lipstick.
“Viva Glam is as iconic to MAC as our lipsticks and as our relationship with technology evolves as a society, we must also expand how we fundraise for the campaign,” said André Branch, MAC Cosmetics General Manager, North America.
“This will be the first-time in Viva Glam’s 27-year history that fans and supporters in the US will be able to contribute to Viva Glam without buying a physical lipstick.
“This is an exciting moment for us and we hope that this limited-edition NFT collection will help us reach a new audience and raise more funding for Viva Glam.”
Emerging from New York City's graffiti subculture, Haring first made his mark on the art world with his colourful, cartoon street art creations in the 1980s – around the same time MAC was launched in Toronto, Canada.
After being diagnosed with HIV, he worked to raise awareness of the disease and advocate for positive change through his art, making the partnership a natural fit for MAC's Viva Glam line, which since its launch in 1994 has raised more than $500m to support those living with HIV/AIDS as well as women and the LGBTQ+ communities.
More on beauty's NFT boom:
MAC joins an ever-growing roster of beauty brands diving into the metaverse and NFTs, from fellow Estée Lauder-owned brand Clinique to Ciaté London's team-up with Selling Sunset star Christine Quinn and even the first-ever digital fragrance from Look Labs last year.
The charitable collaboration with Haring's estate also comes as more brands are harnessing the digital artworks for more altruistic means: last month, French luxury brand Guerlain launched its debut non-profit NFT collection, featuring artists from around the world with all proceeds going to sustainability initiatives.