An acronym for Makeup Art Cosmetics, MAC is a leading producer of consumer and professional makeup worldwide. Known mainly for its superb professional products used in the television and film industries, MAC is a trendsetter in the beauty industry. For consumers, these mid-priced products are relatively affordable, although definitely more expensive than drugstore varieties. MAC's biggest selling powder, Studio F/X, sells for just under $25 a compact. MAC is renowned for its excellent skin coverage and range of colors in eye shadow, blush and lipsticks. MAC is also known for daring feats in makeup artistry. The company has a large group of master makeup artists who conduct shows and training all over the world. In its retail stores, all sales associates are also certified MAC makeup artists who can provide full makeup consultations for free with a minimum purchase. Established in the kitchen of makeup artist and photographer Frank Toskan, MAC has been a force in the beauty business since its inception in 1984. Toskan developed his own professional products because he felt the harsh lighting of photography and stage wasn't compatible with current products on the market. To this day, the company pushes the envelope of beauty fads and standards and is now one of the most highly demanded in the industry. Further, MAC was the first major makeup company to feature a male celebrity as one of its spokespersons. For its Viva Glam line, established in 1994, MAC introduced Elton John as one of the celebrity faces to celebrate this fundraiser in 2000. As an ongoing promotion, 100 percent of the proceeds from Viva Glam lipstick goes directly to the MAC AIDS Fund.
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