03.29.22
MAC Cosmetics has officially entered the Metaverse, joining other beauty brands including Clinique and Elf Cosmetics, with the launch of the limited-edition Viva Glam x Keith Haring NFT collection.
MAC's first-ever NFTs mark the first time a beauty brand has partnered with a renowned artist in the NFT space. And of course, all MAC Viva Glam products support the Viva Glam Fund, which benefits organizations fighting for healthy futures and equal rights for all.
The colorful pop-art-inspired collection was announced today, March 29th, just in time for National Youth HIV/AIDS Awareness Day on April 10th—and it will be available from April 10th through June 1st, 2022.
André Branch, MAC Cosmetics General Manager, North America, says, “This will be the first-time in Viva Glam’s 27-year history that fans and supporters in the U.S. will be able to contribute to Viva Glam without buying a physical lipstick."
He adds, "This is an exciting moment for us and we hope that this limited-edition NFT collection will help us reach a new audience and raise more funding for Viva Glam."
The NFTs are digital versions of MAC's Keith Haring lipstick collection that the brand debuted last December.
Supporting Worthy Causes
MAC will donate 100% of the purchase price from primary sales of the Viva Glam x Keith Haring NFT collection to the MAC Viva Glam Fund to support youth impacted by HIV/AIDS.Plus, through January 15, 2023, 2.5% of the purchase price from all secondary sales on OpenSea will go to The Keith Haring Foundation.
Haring’s inimitable street pop art sprang into the epicentre of New York’s artistic subculture in the 1980s, right when MAC launched its Artistry brand. "It’s their shared connection to the fight against HIV/AIDS that forms the most meaningful bond," MAC's press release states.
Aïda Moudachirou-Rebois, Global Chief Marketing Officer, MAC Cosmetics, says, "We are honored that the Keith Haring Foundation agreed to join forces with us to carry forward Haring’s mission of using art to drive positive change for those most in need of support and are proud that his legacy lives on through Viva Glam.”
Lipstick Decorated with Keith Haring Artwork
Viva Glam x Keith Haring NFT collection features three animated illustrations of MAC Viva Glam lipsticks—in red, blue, and yellow—decorated with Haring’s most famous artwork.There are three rarity levels available to purchase—and, you can also use a credit card rather than crypto currency.
- Keith Haring Red - Rare ($25) – up to 5,000 minted on demand
- Keith Haring Blue - Exclusive ($150) – 250 pieces
- Keith Haring Yellow -Icon ($1,000) – 25 pieces
