MAC Cosmetics Viva Glam 25
MAC recently announced that in honor of Viva Glam's 25th anniversary, the brand is bringing back its first Viva Glam shade (which is now renamed Viva Glam 25 and repackaged in a sparkling tube), as well as expanding its charitable mission. To promote its new philanthropic efforts, the brand has enlisted help from 18 "MACtivists," including Troye Sivan and his boyfriend, Jacob Bixenman, to represent the expanded mission of helping women, girls, and the LGBTQ+ community.
Every cent of the available Viva Glam shades (Viva Glam 2, Viva Glam 3, and Viva Glam 25) will go toward helping these causes and add to the $500 million the campaign has raised since its inception in 1994. The MACtivists social media series will continue throughout the year with videos discussing health and rights in these communities.
In the first video, the MACtivists discuss what makes them feel the most glam and what the term means. Sivan and Bixenman said they think being "vulnerable" is glam and are pictured wearing eye gloss and lipstick.
Check out Sivan's campaign ahead, and watch the entire video above.