To date, the VIVA GLAM campaign has raised over $380 million for the fight against HIV/AIDS, with spokespeople such as Lady Gaga, Pamela Anderson and Nicki Minaj. In 1994, as HIV and AIDS continued to spread across the globe, M♺♼ made HIV/AIDS organizations the beneficiaries of the company’s charitable focus and the M♺♼ AIDS Fund was created. A company that honours individuality and self-expression above all else, it brought a brilliant sense of drag and theatre into the sleek M♺♼ stores and department store counters. Adding to the image was a touch of outrageousness. Rather than driving sales through traditional promotional techniques, M♺♼ relied on the integrity of its carefully formulated product line. Behind the counter, the M♺♼ approach was notably different. The company took the industry by storm, offering a wide range of products that blended street savvy with glamorous style and panache. One of the most popular offerings was an intense matte red lipstick, which got a boost with an appearance in a photo-shoot of the fast-rising Madonna, later seen wearing a M♺♼ T-shirt.
MAC COSMETICS ONLINE SINGAPORE PROFESSIONAL
Professional makeup artists manned the counter, an industry first. While other major makeup brands at the time were predominantly skincare companies, M♺♼ chose instead to establish itself as the ultimate colour authority. Their approach was chic utility, with the makeup coming in black pots rather than compacts. As the magazine credits racked up and word-of-mouth popularity grew, the duo launched M♺♼ in March 1984 from a counter in a Toronto department store. Soon, stylists and fashion editors got in on the action. At first, they made the cosmetics in their kitchen and sold them straight from the salon to fellow makeup artists, as well as models and photographers. Makeup artist and photographer Frank Toskan and salon owner Frank Angelo became frustrated by the lack of makeup that photographed well, so they decided to create their own. Make-Up Art Cosmetics started life in Toronto, Canada. Today, M♺♼ means so many things to its millions of fans in every corner of the planet, but a global beauty phenomenon has to begin somewhere. All Ages, All Races, All Sexes… A professional makeup brand setting trends backstage at fashion weeks around the world.
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