MAC Cosmetics is partnering with the Keith Haring Foundation to create the brand’s first-ever NFT collection—Viva Glam x Keith Haring. The NFT collection celebrates National Youth HIV/AIDS Awareness Day; 100% of the purchase price from primary sales will be donated to MAC’s Viva Glam Fund which supports youth impacted by HIV and 2.5% from all secondary sales on OpenSea will be donated to the Keith Haring Foundation.
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Keith Haring was an artist in New York City who was diagnosed with HIV in 1987; he died in 1990. Haring used his art to raise awareness about the AIDS crisis and discuss his own struggles with the illness.
The limited-edition NFT collection was created in partnership with blockchain technology company ConsenSys. The collection features three animations of MAC Viva Glam lipsticks decorated with Haring’s most famous artwork. Each NFT is available at three different rarity levels and price points.
Keith Haring Red—Rare is an animated illustration of red lipstick with Haring’s artwork. The NFT costs $25 each, with up to 5,000 pieces minted on demand.
Keith Haring Blue—Exclusive features an animated illustration of blue lipstick with Haring’s artwork. The NFT also includes a digital face chart tutorial of a Keith Haring-inspired makeup look created by a MAC Senior Artist. It costs $150 each, with 250 total pieces made.
Keith Haring Yellow—Icon is an animated illustration of yellow lipstick with Haring’s artwork. The NFT also provides access to a 30-minute personalized MAC Artist consultation and a complementary physical product. It costs $1000 each, with 25 total pieces made.
André Branch, general manager, North America, MAC Cosmetics, said, “Viva Glam is as iconic to MAC as our lipsticks and as our relationship with technology evolves as a society, we must also expand how we fundraise for the campaign. This will be the first time in Viva Glam’s 27-year history that fans and supporters in the United States will be able to contribute to Viva Glam without buying a physical lipstick. 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.”
Aïda Moudachirou-Rebois, global chief marketing officer, MAC Cosmetics, said, “This is exciting in so many ways. First, it is MAC’s first-ever dab into the metaverse and the world of NFTs and we are thrilled to anchor it to giving back to a cause so close to the heart and soul of the brand. Additionally, 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.”
Gil Vazquez, director of the Keith Haring Studio, said, “Keith Haring and MAC Cosmetics are really a perfect match. Both the artist and the brand have long stood for equal rights and self-expression for everybody. We are happy to team up with MAC to continue supporting a cause he cared about so deeply.”