MAC Cosmetics enters metaverse with a collection to support HIV awareness
MAC Cosmetics is launching its first collection of three limited-edition collectible NFTs and donating all the profits to organisations supporting those affected by HIV and AIDS.
The cosmetics brand is paying tribute to the American artist and activist Keith Haring by partnering with the foundation that bears his name.
Ranging from $25 to $1,000, the Viva Glam x Keith Haring NFT collection launch coincides with National Youth HIV/AIDS Awareness Day on 10 April.
The collection is offered through MAC’s Viva Glam campaign, which has been promoting equal rights for all since 1994. To date, the campaign has raised over $500 million and funded 1,800 organisations worldwide.
The NFTs will take the form of animated illustrations of lipsticks featuring some of Keith Haring’s most iconic artworks.
Keith Haring was a key figure in New York’s artistic subculture of the 1980s, the decade in which Mac was founded. Diagnosed with HIV in 1988, he spent his remaining time raising awareness and destigmatising the Aids crisis, including establishing the foundation in 1989 to provide funding and imagery to Aids organisations and those affected by HIV/Aids. Haring died at the age of 31 in 1990 from Aids-related complications.
“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,” said Gil Vazquez, director of the Keith Haring Studio, in a statement.
At the end of March, H&M dropped a new streetwear collection featuring prints from Keith Haring.
