The company took the industry by storm, offering a wide range of products that blended street savvy with glamorous style and panache. Behind the counter, the M·A·C approach was notably different. Rather than driving sales through traditional promotional techniques, M·A·C relied on the integrity of its carefully formulated product line. Adding to the image was a touch of outrageousness. A company that honours individuality and self-expression above all else, it brought a brilliant sense of drag and theatre into the sleek M·A·C stores and department store counters.
In 1994, as HIV and AIDS continued to spread across the globe, M·A·C made HIV/AIDS organizations the beneficiaries of the company’s charitable focus and the M·A·C AIDS Fund was created. To date, the VIVA GLAM campaign has raised over $450 million for the fight against HIV/AIDS, with spokespeople such as Lady Gaga, Pamela Anderson and Nicki Minaj.
Part of the Estée Lauder Companies since 1994, M·A·C is sold today in over 120 countries around the world. It remains committed to developing new categories, products and over 50 collections each year, all of which continue to serve the demand of consumers and professional makeup artists alike.
Collaborations with adored names from popular culture, art and fashion have included such names as Rihanna, Lorde, Proenza Schouler, The Rocky Horror Picture Show and Brooke Shields. These continue to enhance M·A·C’s relevance and reach to existing fans as well as new ones, while our makeup Artists’ rock-steady presence backstage at over 200 fashion week shows around the world, working with names from Prabal Gurung to Vivienne Westwood, secures the envied status of M·A·C as the world’s leading beauty trendsetter.