Bhumi Pednekar for M A C Cosmetics

M A C Cosmetics has partnered with actor Bhumi Pednekar ahead of the launch of its Viva Glam collection this year.

 

Pednekar will be the face of the brand for this initiative. She joins the likes of Miley Cyrus, Elton John, Mary J Blige, Rosalia and Ricky Martin, who have previously been the face of the initiative. 

 

The Viva Glam Bhumi Pednekar lipstick is a limited-edition lipstick co-created by Bhumi Pednekar and M A C Cosmetics. 

 

According to a statement from M A C, 100% of the proceeds from sale of this lipstick will go to local organisations that support women and girls, HIV/AIDS relief efforts and the LGBTQIA+ community. 

 

Viva Glam was first held in 1994. 

 

Karen Thompson, brand manager, M A C Cosmetics, said, "We are thrilled to have Bhumi as the face of our latest VIVA GLAM campaign. Bhumi perfectly embodies the essence of Indian beauty and the core values of M A C Cosmetics and together, this campaign will amplify the message of inclusivity and further drive positive change.”

 

Through Viva Glam Bhumi Pednekar, M A C Cosmetics India will expand its partnership with Organization for Friends, Energies, and Resources (OFFER) and Committed Communities Development Trust (CCDT). 

 

Through its partnership with OFFER, it will support a palliative care program for children living with HIV/AIDS in the outskirts of Kolkata. Through the program with CCDT, it will focus on empowering adolescents to be able to contribute meaningfully to their own development related to SRHR (sexual reproductive health and rights).