Chappell Roan Becomes the New Face of MAC's Viva Glam Campaign

Chappell Roan joins MAC's Viva Glam with lip shades supporting LGBTQ+ causes and equality efforts.

A Rising Star Meets a Powerful Cause

If you’ve been following the dazzling ascent of Chappell Roan, you know she’s not just a singer — she’s a full-on pop phenomenon with a fierce voice and heart. Now, she’s stepping into the spotlight as the newest face of MAC Cosmetics’ iconic Viva Glam campaign, an initiative renowned for combining beauty with bold philanthropy.

Chappell Roan is the fresh face of MAC's Viva Glam, embodying glamour and advocacy.

This partnership, which officially kicks off on June 11, features a collection of signature lip shades designed by Roan. What makes this collaboration truly special is that 100% of the selling price goes directly to charitable programs through Viva Glam — meaning every lipstick purchase is a step forward for equality, public health, and LGBTQ+ advocacy.

Viva Glam: A Legacy of Love and Activism

Since its inception in 1994, MAC’s Viva Glam has grown into one of the beauty world’s most successful philanthropic movements. Over the past three decades, it has raised more than $545 million worldwide, making a tangible impact in the fight for sexual, gender, racial, and environmental equality.

MAC proudly reports that the campaign has supported more than 60 million people across 92 countries — a staggering testament to the power of combining glamour with giving back.

Why Chappell Roan Is the Perfect Fit

Roan’s meteoric rise, highlighted by her breakout album The Rise and Fall of a Midwest Princess, has been more than just a musical journey. She’s emerged as one of pop’s most outspoken queer voices, passionately advocating for LGBTQ+ communities and social equity along the way.

Her authenticity and commitment to these causes make her a natural ambassador for Viva Glam’s mission. This isn’t just a branding deal; it’s a meaningful partnership rooted in shared values.

Giving Back: The Midwest Princess Project

To mark this special collaboration, MAC is donating $300,000 to Roan’s very own Midwest Princess Project — a nonprofit organization she founded to support LGBTQ+ groups and community programs across the U.S.

The Midwest Princess Project shines a spotlight on vital beneficiaries, including:

• New York’s Ali Forney Center, a haven for homeless LGBTQ+ youth
• Los Angeles’ TransLatin Coalition, advocating for transgender Latinx individuals
• Springfield, Missouri’s GLO Center, nurturing LGBTQ+ youth and families
• Campaign for Southern Equality in Asheville, North Carolina, promoting legal rights and social justice

This donation is a powerful boost to these grassroots organizations that embody the heart of Roan’s advocacy.

A Campaign Wrapped in Glamour and Artistry

The visuals for this campaign were crafted by none other than the legendary photographer duo Inez & Vinoodh, known for their striking and unforgettable imagery. Overseeing the creative vision was MAC’s Global Creative Director, Nicola Formichetti, ensuring that the campaign stays true to Roan’s theatrical and larger-than-life aesthetic.

Adding to this star-studded creative team were Andrew Dahling, Genesis Webb, and Lacy Redway — frequent collaborators with Roan — who helped bring her unique vibe to life in every frame.

Why This Campaign Matters

This partnership between Chappell Roan and MAC Viva Glam isn’t just about beauty products — it’s a celebration of identity, courage, and change. Through every swipe of lipstick, customers become part of a movement supporting those who fight for equality and acceptance.

As Roan’s story shows, pop culture and advocacy can intertwine beautifully, proving how artists can use their platforms to inspire real-world impact.

“To mark the collaboration, MAC will make a $300,000 donation to Roan’s Midwest Princess Project, supporting LGBTQ+ organizations and community programs nationwide.”

What’s Next for Chappell Roan and Viva Glam?

With this campaign launching, fans can expect to see the signature Viva Glam lip shades hitting stores and online, making it easier than ever to support a great cause while indulging in some seriously chic makeup.

FAQ

• How long has the Viva Glam campaign been running? Viva Glam started in 1994 and has been a philanthropic force for nearly 30 years.
• What percentage of Viva Glam product sales goes to charity? 100% of the selling price from Viva Glam products is donated to charitable initiatives.
• Which organizations benefit from the Midwest Princess Project donation? Key beneficiaries include the Ali Forney Center, TransLatin Coalition, GLO Center, and Campaign for Southern Equality.
• Who photographed the latest Viva Glam campaign featuring Chappell Roan? The campaign was shot by the famous photography duo Inez & Vinoodh.
• What causes does the Viva Glam initiative support? Viva Glam focuses on sexual, gender, racial, and environmental equality, as well as public health and LGBTQ+ advocacy.

If you love the blend of music, culture, and activism in this collaboration, why not bring some of that energy into your space? Shop your favorite album cover poster and celebrate these bold voices at Architeg Prints — a perfect way to keep the inspiration alive.