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In June 2021, in honour of Pride Month, Givenchy Parfums created an NFT in collaboration with LGBTQ+ gallerist and supporter Amar Singh and artists from the Rewint Collective.
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Mac isn’t the first beauty brand to launch an NFT to reinforce its brand values through fundraising.
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“We didn't want to create something that was elitist and out of touch for people who aren’t familiar with NFTs and don’t know how to purchase one.” In this case, accessibility was really important,” she says. “When we were thinking about how to enter the NFT world we wanted to stay true to what really matters to Mac. The pricing structure was carefully considered, says Moudachirou-Rébois. The brand partnered with blockchain technology solutions company Consensys to ensure the NFTs can be purchased by credit or debit card, rather than with a crypto wallet, to reach consumers who may not have purchased NFTs before. Additional perks include a digital face chart tutorial of a Keith Haring inspired makeup look for the blue mid-tier and a 30-minute Mac artist consultation and a complementary physical product for top-tier NFT owners. The pricing structure for the NFT collection has three tiers, ranging from 5,000 NFTs for $25 through to 25 top-tier “icon” NFTs priced at $1,000 each. Both the artist and the brand have long stood for equal rights and self-expression for everybody,” said Gil Vazquez, director of the Keith Haring Studio, in a statement. “Keith Haring and Mac Cosmetics are really a perfect match. Mac’s NFT collection is an extension of the physical collaboration, with the colours of the physical lipsticks corresponding with the NFTs. Haring died at the age of 31 in 1990 from Aids-related complications. Diagnosed with HIV in 1988, he spent his remaining time raising awareness and destigmatising the Aids crisis, including establishing the foundation in 1989 to provide funding and imagery to Aids organisations and those affected by HIV/Aids. Keith Haring was a key figure in New York’s artistic subculture of the 1980s, the decade in which Mac was founded.