Pop star Kim Petras joins MAC to launch a limited edition red gloss with all proceeds supporting LGBTQ charities.
MAC Cosmetics has revealed its Pride Month 2025 Viva Glam campaign with the launch of Viva Kimmitment a red lip gloss cocreated with pop icon Kim Petras. The brand teased the collab on Instagram with a playful clip offering a first look at the glossy tube and the Progress pride flag inspired packaging. The limited edition gloss builds on a line that dates back to the midnineteennineties when MAC first partnered with RuPaul to raise funds for HIV AIDS causes. In a year when many corporations have dialed back Pride support MAC is reaffirming its commitment by donating one hundred percent of the proceeds to LGBTQ charities including The Trevor Project, HetrickMartin Institute, and It Gets Better.
Kim Petras returns to Viva Glam after fronting last year’s campaign alongside Danna Paola and brings her love of red gloss to a formula called Lipglass Air which launched in April earlier this year. The nonsticky hydrating gloss delivers a lightweight mirrorlike finish with hints of shimmer that promise to catch every light and every eye. The packaging echoes Petras’s pop persona with a gloss tube featuring a gradient of pride stripes that bleed into a vibrant red core. With plans to donate one million dollars to charities and a hope to raise a billion dollars over thirty years Petras and MAC are leaning into activism through a beauty lense.
