CHAPPELL ROAN GOES GLAM FOR M·A·C
words by PHOEBE GIBSON-DOUGALL
Building on its long legacy of iconic female ambassadors, M·A·C has just named Grammy-winning singer-songwriter Chappell Roan as the global face of its VIVA GLAM campaign and brand. It’s a match-made in heaven; Chappell is both a bona-fide beauty icon and one of pop culture’s most politically-active figures, whilst M·A·C’s VIVA GLAM has been an impactful philanthropic initiative for the HIV/AIDS crisis for over 30 years.
images courtesy of UPR AGENCY
From 2026, the Midwest Princess will star in M·A·C campaigns worldwide, with exclusive surprises and bold creative moments to come during her long-term partnership with the brand.
“Partnering with M·A·C feels full circle. This brand has always made space for people like me; since day one they’ve embraced art, queerness, drag, and self-expression. I’ve built a special relationship with the M·A·C team over the years, and they’ve been amazing and thoughtful collaborators on this new journey. I can’t wait for the time when I can share what we’ve made with people everywhere,” said Chappell.
image courtesy of UPR AGENCY
“I’m so excited to welcome Chappell Roan as M·A·C’s new Brand Ambassador. She is one of the most exciting and powerful artists of this generation; a true creative force who uses beauty as a form of bold, emotional storytelling,” said Nicola Formichetti, M·A·C Cosmetics Global Creative Director. “Chappell represents a generation that values authenticity, queer joy and fearless self-expression, which aligns perfectly with M·A·C and our mission of ‘All Ages, All Races, All Genders.’ Her love for her community, especially her commitment to LGBTQIA+ voices and rights, reflects the heart of what M·A·C has championed since the beginning. We’re thrilled for everything we’ll create together. Welcome to the M·A·C family, Chappell, you really are the favourite artist’s favourite artist.”
images courtesy of UPR AGENCY
The VIVA GLAM program has raised more than $540 million USD globally since its founding, and continues to support local charities that serve people living with and affected by HIV/AIDS. This year’s focus is on driving renewed awareness of prevention, education, and equitable access.
To mark World AIDS Day 2025, M·A·C Cosmetics has announced a new donation of $1.3 million USD to HIV/AIDS organizations—bringing the brand’s total 2025 support for HIV/AIDS-focused NGOs to more than $3 million USD year-to-date. This new contribution underscores the brand’s continued commitment to prevention, access, and community support as global progress against HIV has stalled. In the Benelux region alone, M·A·C has committed to donating up to x2 last year’s donation amount to local charity partners in The Netherlands: Orange Babies & Ben je oké?.
So not only will M·A·C VIVA GLAM have you looking HOT TO GO, it will also be benefitting a worthy cause.
image courtesy of UPR AGENCY
