MAC Cosmetics has named Spanish Grammy-winning singer Rosalía as its new Viva Glam Global Ambassador. 

Sharing the news, Rosalía posted on Instagram, “This campaign has inspired me since I was a young girl because 100% of the lipstick selling price goes towards local organizations to help those living with or affected by HIV/AIDS, supporting women and girls and helping the LGBTQIA+ community.”

MAC said in a statement, “The Grammy Award-winning artist has established herself globally as a unique, dynamic feminist who inspires self-expression and represents creativity and individuality — all values that are core to MAC’s Viva Glam mission.” 

The New Lipstick, VG26

This year’s VIVA Glam lipstick shade, called VG26, is a firey orange-red. The lipstick marks the Fund’s 26th year, and will launch on September 24. 

Rosalía is a singer and songwriter, born in Barcelona. Her music blends flamenco, pop-urban and electronic styles — and inspired the new lipstick’s bright hue. “The incredible charisma, energy, and strength of Rosalía is the perfect incarnation of this vibrant, saturated red,” said Baltasar González Pinel, Director of Makeup Artistry. “Taking its roots in flamenco, Rosalía’s art mixes genres and emotions — it takes risks, it is full of generosity, it is pure brilliance.”

The MAC Viva Glam Fund has raised over $500 million globally since 1994, to help in the fight against HIV and AIDS. This year, $10 million from the Fund will be donated to 250 organizations fighting on the front lines of the COVID-19 pandemic.