Mac introduces new 'Mactivists' for Viva Glam campaign

MAC Cosmetics has unveiled a new band of 'Mactivists.'

The makeup giant has recruited 25 artists, influencers and activists to join its Viva Glam family and champion LGBTQ rights and women's rights (all while rocking the label's 25th anniversary edition of its Viva Glam lipstick).

Singer-songwriter Troye Sivan is one of the new recruits, as is model Jacob Bixenman. Transgender fashion model Lea T and drag queen Aquaria are also featured in the lineup.

The 'Mactivists' have kicked off their new roles with a video clip discussing the meaning of "glam," and, according to the brand, they will be involved in additional projects throughout the year.

Viva Glam, which helps to fund the MAC AIDS Fund benefiting people diagnosed with HIV and AIDs, was originally created in 1994.

This week, an Instagram post by MAC announced that the group is "expanding its reach to include the rights of women, girls and the LGBTQ+ community."

The initiative's campaigns are traditionally celebrity-studded affairs, and the lipstick collection has been represented by stars including Mary J. Blige, Debbie Harry, KD Lang, Dita Von Teese, Sia, Pamela Anderson and Lady Gaga, among others.