MAC’s founders, Frank Angelo and Frank Toskan, started Viva Glam in 1994 just as AIDS became the leading cause of death among Americans aged 25 to 44, according to the U.S. Department of Health and Human Services. Estee Lauder acquired a majority stake in MAC that year, before buying out the rest of the business in 1998. As Estee Lauder moved to grow MAC, the cosmetics conglomerate decided to keep the Viva Glam product line and retain its charitable focus.
The U.S. represents the largest percentage of sales, according to the company, though the product’s global presence has grown significantly. Around 65% to 70% of the business now comes from abroad, up from about 10% when Viva Glam first hit shelves. Future growth will come from emerging markets such as Brazil and South Africa.
Where it won’t expand, however, is beyond lipstick. Executives have considered new kinds of Viva Glam products in the past but decided to keep it simple and stick with lips.
This article was provided by Bloomberg News.