MAC Cosmetics enters metaverse with NFT collection to support HIV awareness

MAC Cosmetics is launching its first collection of three limited-edition collectible NFTs and donating all the profits to organisations supporting those affected by HIV and AIDS.

The cosmetics brand is paying tribute to the American artist and activist Keith Haring by partnering with the foundation that bears his name.

Ranging from $25 to $1,000, the Viva Glam x Keith Haring NFT collection launch coincides with National Youth HIV/AIDS Awareness Day on 10 April.

The collection is offered through MAC’s Viva Glam campaign, which has been promoting equal rights for all since 1994.

The NFTs will take the form of animated illustrations of lipsticks featuring some of Keith Haring’s most iconic artworks.

MAC’s NFT launch follows several other beauty brands entering the virtual space, including Estée Lauder and Clinique.

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