MAC: Make-Up Art Cosmetics
Colourful, Unique and Artistic Make-Up
With an extensive array of products few cosmetics companies can rival and and an even more extensive selection of colour choices, MAC has made a name for itself as the go-to brand to acheive any make-up look you can imagine.
MAC History
Founded in 1985, the Toronto-based company was conceived when photographer/hairdresser/make-up artist Frank Tosken grew frustrated with the lack of cosmetics suited for the bright and harsh lights of the photo studio. MAC began at his kitchen table with the help of his high school chemistry book and then with the guidance of his chemist brother-in-law.
Tosken entered into partnership with entrepreneur Frank Angelo and together they founded the fledging make-up line that is now known as MAC. The intention was to create a line of make-up that would work for "all ages, all races, all sexes." which would become the company's motto.
By the early 1990s, MAC had become the go-to brand for make-up artists, photographers and models and after Frank Angelo's untimely death in 1997, it was bought by beauty giant Estée Lauder.
The brand today has an extensive array of cosmetics shades - over 150 shades of eyeshadow and over 160 shades of lipstick - and also includes fragrance, nail polish, accessories and skin care. You can purchase MAC make-up bags, brushes, supplies as well as cosmetics.
MAC Philosophy
The MAC philosophy was and is simple: to make professional quality make-up accessible to everyone, no matter the colour of their skin, their age or their sex. To amplify this, their only advertising has featured such celebrity faces as RuPaul, Sandra Bernhard, Raquel Welch, Eartha Kitt, Elton John, Missy Elliott and Dita von Teese. It's a company truly built on integrity and the brand is defined by their appreciation of beauty, individuality, artistry and self-expression.
As well as using minimal packaging and recycled paper in its product packaging, MAC is one of the first and few cosmetics companies to instigate a recycling program. Founded long before the current environmentalism craze, the Back-To-MAC program offers a free lipstick for every 6 empty cosmetics containers returned.
MAC has always relied on word-of-mouth advertising and from its very beginnings as a professional line has had a special association with make-up professionals. The MACPro membership gives make-up artists an industry discount, special events, classes and even their own website (www.macpro.com).
Viva Glam and the MAC AIDS Fund
Due to its "All ages, all colours, all sexes." motto, MAC has always been closely associated with the gay community and specifically AIDS charities. In the mid-90s, the MAC AIDS Fund was established as MAC's sole charitable cause. Through fundraising initiatives such as the "Kids Helping Kids" greeting cards, Viva Glam and the help of celebrity spokespeople, MAC has helped to raise over $115 million for AIDS charities.
The first Viva Glam lipstick was introduced in 1994 and since then there have been 5 more shades released under the Viva Glam title. Every cent of the sale of the Viva Glam lipsticks (and lipgloss in the case of Viva Glam VI) goes to the MAC AIDS Fund.
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