MAC Cosmetics is taking its annual Viva Glam campaign a step further this yr.

Quite than introducing a limited-edition lipstick collection to boost funds for organizations supporting equal rights, the brand will launch a Day of Giving on June 9, during which one hundred pc of all lipstick sales will profit LGBTQ and ladies’s rights organizations.

All lipstick sales made online and at freestanding MAC stores (excluding lip glosses, balms, palettes and primers) will count toward the trouble.

“Opening up [the campaign] this yr to incorporate over 200 shades of lipstick in all sizes, allows us to broaden our reach and have interesting conversations with even those consumers who might not be aware of Viva Glam,” said MAC’s senior vice chairman and global chief marketing officer Aïda Moudachirou-Rébois.

Launched at the peak of the AIDS epidemic in 1984, Viva Glam sought to boost funds for organizations supporting the LGBTQ community through annual limited-edition collections. The primary face of the initiative was RuPaul, and the brand has since tapped distinguished popular culture figures like Lady Gaga, Rihanna and Mary J. Blige to front the campaign and collaborate on limited-edition sets.

Up to now, Viva Glam has donated greater than $500 million to grantees resembling the Hetrick-Martin Institute and the Los Angeles LGBT Center, and in 2019 the brand expanded this system to learn women’s rights organizations as well.

Last yr, MAC trialed its Day of Giving within the U.K., raising $60,000 over a 24-hour period and prompting the brand to go global with the initiative, this time with the aim of raising $500,000.

“[$60,000] was massive for that market — we’d like to evolve our initiatives in order that they will be as impactful, and as breakthrough as they were after they were first born,” Moudachirou-Rébois said.

In March, the brand refreshed its 30-year-old Back to MAC sustainability program, partnering with Close the Loop and Plastics for Change to optimize its packaging recycling processes and support plastic collection employees.

“These issues have modified and evolved through the years, and the technology available to enhance on these issues has also evolved — we’ve the flexibility now to the touch more people,” said Moudachirou-Rébois, adding that 2024 will mark each the thirtieth anniversary of Viva Glam and the fortieth anniversary of MAC’s founding.

“From 1994 to 2023, Viva Glam remains to be an important a part of our brand — that has stayed the identical,” Moudachirou-Rébois said.