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After last year’s campaign with Winnie Harlow, MAC Cosmetics has presented the new ambassador of its Viva Glam line – Rosalia. The latest project includes a new shade added to the makeup brand’s lipstick line.

Launched in 1994, Viva Glam is an initiative that donates 100 percent of profits to support women, the HIV/AIDS community and LGBTQ+ people. To celebrate the line’s 26th anniversary, MAC now introduces “VG26,” a deep red lip color with a matte finish. The vibrant tone is inspired by flamenco, urban rhythms and electronic beats.

“It is an honor to be the face of Viva Glam 26 and champion a cause that is inclusive, supports individuality and contributes 100 percent,” shared Rosalía in a press release, as MAC’s director of makeup, Baltasar González Pinel, explained the new product: “Rosalía’s incredible charisma, energy and strength is the perfect embodiment of this vibrant and saturated red. Taking her roots in flamenco, Rosalía’s art mixes genres and emotions – she takes risks, is full of generosity, is pure brilliance”.

Take a look at the campaign images with Rosalía above. Priced at $19, the “VG26” lipstick will arrive on September 24th.