Kim Petras

(Photo : Getty Images/Frazer Harrison)

Grammy-winning pop star Kim Petras has been announced as the new face of MAC Cosmetics' Viva Glam lipstick campaign. 

This year, MAC Cosmetics celebrates the 30th anniversary of its Viva Glam initiative, a campaign that has raised over $520 million for charitable organizations since its inception in 1994. 

MAC's Viva Glam campaign was launched by founders Frank Toskan and Frank Angelo as a response to the HIV/AIDS epidemic. The campaign donates 100% of the selling price of each Viva Glam lipstick to support organizations working towards sexual, gender, racial, and environmental equality. 

This year, MAC added The Trevor Project and It Gets Better to its roster of supported charities and introduced a new lipstick shade called Equality, a deep neutral nude.

Petras, who has long been a fan of MAC Cosmetics, expressed her excitement about joining the Viva Glam campaign.  She shared that she started wearing makeup at 12, shortly after beginning hormone therapy. 

"It was just mascara and a little brow gel, but I remember that being so amazing because before that I needed to go to school in boys' clothes and have my hair back," Petras told People magazine. "It felt very freeing and I can't describe that feeling and how much that meant to me."

Petras highlighted how Viva Glam's mission aligns with her own values of treating everyone equally regardless of gender, background, or appearance. She also emphasized the importance of supporting transgender youth, noting that many face homelessness and lack access to necessary treatments. 

The star said she also values how MAC has historically educated the public about HIV issues and other important social causes through its campaigns.

For the 30th anniversary, MAC is offering four MACximal Silky Matte Viva Glam lipsticks, including the new Viva Equality. Petras described Viva Equality as a versatile deep neutral hue that complements various skin tones. 

The new campaign with Petras is a continuation of MAC's tradition of collaborating with influential figures in entertainment. 

Previous ambassadors included RuPaul, K.D. Lang, Chloë Sevigny, Dita Von Teese, Fergie, and Sia. Each spokesperson brings visibility and support to the cause, and Petras is ready to carry that legacy forward.