On June 22nd, one year after its first launch, M·A·C Underground – the brand’s series of first-to-market product drops developed and launched at hyper-speed – introduced its latest collection: the Pride & Joy Liquidlast Liner Vault. This 11-shade eye liner assortment wasn’t just another covetable makeup buy, as 100% of the selling price from the vaults will be donated to the Hetrick-Martin Institute (HMI) through the M·A·C VIVA GLAM Fund. HMI, a long-time VIVA GLAM grantee, is the country’s oldest and largest LGBTQ youth service organization, and is devoted to serving the needs of lesbian, gay, bisexual, transgender, and questioning youth between the ages of 13 and 24, and their families.
“Pride is about Community, and this community has been through a lot. M·A·C has celebrated queer people since the inception of the brand. When we approached Pride this year, we wanted to create a product that celebrates the artistic and creative contribution of the community, leads with inclusivity and also gives back,” said Drew Elliott, Senior Vice President and Global Creative Director of M·A·C Cosmetics. “It’s a tall order, but every part of this equation was critical. We built our collection of 11 liquid eye liners in the colours of the Progress flag – inclusive of trans, Black and Brown people. Tapping into our VIVA GLAM Fund model, we will be giving 100% of the selling price to the Hetrick-Martin Institute to help at-risk LGBTQIA+ youth, focusing on BIPOC transgender youth.”
On top of the powerful philanthropic impact supporting LGBTQIA+ youth, the Liquidlast Liners boast impressive product claims. The liners feature metallic and matte finishes, and have non-fading 24-hour wear, are waterproof, and produce precise lines of vivid color that are transfer-resistant.
M·A·C also made sure to spotlight Hetrick-Martin Institute’s incredible work supporting LGBTQIA+ youth by featuring several HMI youth members on the M·A·C Global handle. Youth members London, Reign and Elizabeth shared what HMI means to them, how people can get involved with the nonprofit, and how they show their Pride and Joy in a series of Q+A Instagram stories the week leading up to the launch date. That same week, M·A·C’s Regional Education Trainer, Bradley Miller hosted an Instagram Live covering Underground and HMI's Pride & Joy Liquidlast Liner drop with HMI alum and actress, activist and model Gia Love. You can watch their powerful conversation, here!
The vault sold out, and M·A·C will be donating $125,000 to the Hetrick-Martin Institute based on the incredible turnout from its community!
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