Bhumi Pednekar, a talented and versatile Bollywood actor, joins together with M.A.C Cosmetics for the 29th year of its pioneer Viva Glam philanthropic programme, which supports healthy futures and equal rights for all. 

The VIVA GLAM Bhumi Pednekar lipstick is a limited-edition lipstick designed in collaboration with Bhumi Pednekar and M.A.C Cosmetics. It symbolises their unwavering commitment to making a positive difference, since 100% of the lipstick’s proceeds will benefit local organisations that support women and girls, HIV/AIDS relief operations, and the LGBTQIA+ community. VIVA GLAM BHUMI PEDNEKAR is a weightless moisture-matte lipstick with a soft-focus pink colour blur. The stunning pink bullet is contained in a never-before-seen gold glitter shell and is wonderfully matched by Bhumi’s personal touch—a signature. 

 “I am humbled, honoured, and thrilled to be M.A.C VIVA GLAM’s first India Ambassador.” As a MAC girl at heart, this endeavour only strengthens my passion for the brand. I sincerely feel that it is everyone of us responsibilities to promote healthy futures and equal rights now and for future generations. With my VIVA GLAM Lipstick, I am happy to assist raise awareness of this incredible endeavour. This lipstick is a significant step in the right direction because it not only looks wonderful but also gives back 100%,” says Bhumi Pednekar, VIVA GLAM Ambassador. 

Since its start in 1994, M.A.C VIVA GLAM has raised over $500 million in philanthropic donations. 

“We are overjoyed to have Bhumi as the face of our newest VIVA GLAM campaign.” Bhumi truly reflects the spirit of Indian beauty as well as the underlying principles of M.A.C Cosmetics, and this campaign will highlight the message of inclusivity and further drive positive change,” said Karen Thompson, Brand Manager, M.A.C Cosmetics India. 

Bhumi Pednekar

Sonic Sarawate, Global Artist for M.A.C Cosmetics India, comments on the new release, “VIVA GLAM Lipsticks are always iconic, and its superior formula & shades speak for themselves.” The VIVA GLAM X Bhumi Pednekar lipstick is in the Powder Kiss formula, which provides a matte lipstick’s zero-shine look with the cushiony, lightweight feel of a balm. Bhumi handpicked the colour, which adds to the uniqueness of the piece. In fact, MAC’s strong sense of social responsibility is one of the primary reasons for my longtime partnership.” 

In the following year, BHUMI PEDNEKAR, MAC Cosmetics India, will deepen their collaboration with two prominent VIVA GLAM grantees in India: Organisation for Friends, Energies, and Resources (OFFER) and Committed Communities Development Trust (CCDT). In keeping with their long-standing partnership with OFFER, this lipstick will benefit Anandaghar, a palliative care programme for children living with HIV/AIDS on Kolkata’s outskirts. It is a one-of-a-kind programme that covers boarding, food, medical needs, schooling and tuition expenses, as well as extracurricular activities for the impacted children. The initiative’s purpose is to offer all of the benefits that a kid is entitled to, so that they can compete and establish themselves in society as mature individuals. The programme with CCDT focuses on empowering teenagers. 

The post Bhumi Pednekar Stars As the New Face of MAC VIVA GLAM, Joining the Ranks of Icons Before Her first appeared on CSR Today.