Beauty

Rosalía Is the Newest Ambassador for MAC Cosmetics' Viva Glam Line

All proceeds will go towards supporting women and girls, HIV/AIDS and LGBTQ+ communities.

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Following last year’s campaign featuring Winnie Harlow, MAC Cosmetics has now unveiled the newest ambassador for its Viva Glam line — Rosalía. The latest project features a new shade added to the makeup label’s line of lipsticks.

Launched back in 1994, Viva Glam is an initiative that donates 100 percent of proceeds to support women and girls, HIV/AIDS and LGBTQ+ communities. Celebrating the line’s 26th anniversary, MAC is now introducing “VG26,” a fiery-red lip color with a matte finish. The vibrant shade takes inspiration from flamenco, urban rhythms and electronic beats.

“It’s an honor to be the face of Viva Glam 26 and to champion a cause that is inclusive, supports individuality and gives back 100 percent,” Rosalía shared in a press release, as MAC’s Director of Makeup Artistry Baltasar González Pinel explained the new product: “The incredible charisma, energy and strength of Rosalía is the perfect incarnation of this vibrant, saturated red. Taking its roots in flamenco, Rosalía’s art mixes genres and emotions — it takes risks, it is full of generosity, it is pure brilliance.”

Take a look at the campaign imagery featuring Rosalía below. Priced at $19 USD, the “VG26” lipstick will be arriving on September 24 in North America at MAC’s online store and select locations.

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