This is the first cultural history of M A C Cosmetics and charts the originally Canadian company's philanthropy around HIV/AIDS awareness and fundraising during the revitalization of the Toronto fashion industry, the rise of the AIDS epidemic in North America, and the commodification of social causes during the 1980s and 1990s.
Aids, Fashion, and the Philanthropic Practices of Mac Cosmetics
Focusing on the evolution of corporate philanthropy, this cultural history delves into M A C Cosmetics' groundbreaking initiatives in HIV/AIDS awareness. Through exclusive interviews with co-founder Frank Toskan and insights from journalists and fashion insiders, the narrative reveals how M A C's approach to social responsibility was shaped by cultural practices rather than conventional marketing strategies. The book offers a compelling look at the brand's impact on both the beauty industry and social causes.