Mac Cosmetics names Bhumi Pednekar as new Viva Glam ambassador

Global beauty brand Mac Cosmetics has named Bollywood celebrity Bhumi Pednekar as the new face of its charitable initiative ‘Viva Glam’. Pednekar is Mac Cosmetics’ first Viva Glam ambassador for India and the actress has launched a limited-edition lipstick with Mac. 

“I am humbled, honoured, and excited to be Mac Viva Glam’s first ever India ambassador,” said Pednekar in a statement, Livemint reported. “I genuinely believe that it is each of our responsibility to support healthy futures and equal rights now, and for the future generations. I am thrilled to help spread awareness of this amazing initiative with my own Viva Glam Lipstick.”
 
Previous faces of Mac Cosmetics’ Viva Glam initiative include Miley Cyrus, Elton John, Mary J. Blige, Rosalia, and Ricky Martin. Pednekar has launched the ‘Viva Glam Bhumi Pednekar Lipstick’ with Mac Cosmetics to celebrate and the matte mauve shade features gold glitter packaging and Mac’s powder kiss formula, Pednekar announced on Facebook.

“We are thrilled to have Bhumi as the face of our latest VIVA GLAM campaign,” said Mac Cosmetics India’s brand manager Karen Thompson. “Bhumi perfectly embodies the essence of Indian beauty and the core values of Mac Cosmetics and together, this campaign will amplify the message of inclusivity and further drive positive change.”
 
The brand will donate all proceeds from the collaborative lipstick to local organisations supporting HIV/AIDS relief efforts, women and girls, and the LGBTQIA+ community. Mac Cosmetics’ Viva Glam initiative plans to work with the Organization for Friends, Energies, and Resources and the Committed Communities Development Trust this year.