When I was in my late twenties I became familiar with a company called MAC Cosmetics while accompanying my friend Johnny Lavoy to the Christopher Street store pretty much any time we were in the city. While I usually waited outside because it was a small and crowded store, I was immediately drawn to the company’s culture and vibe. There in NYC’s gay village was a makeup shop that had drag queens at the door greeting folks, the coolest kids working behind the counters filled with colorful and creative products, and an energy of acceptance that I had never seen before in any retail company anywhere.
I remember being amazed by the black t-shirt on the staff at the store with outlines of men kissing men, women kissing women and women kissing men. There were free MAC condoms at the counter, and talk of safe sex and HIV/AIDS prevention. The company’s credo was All Ages, All Races, All Sexes (now All Genders) and they have stood by that credo and their promise of inclusiveness for the next four decades.
Then there was the Back To MAC recycling program where the company rewarded customers with a free lipstick for bringing back their empty packaging. This was at a time when no other brand would ever dream of taking a financial hit to do what was right for the environment. I remember thinking to myself this brand is exactly what the world needs right now.
A few years later, I happened upon the opportunity to take on the position of Retail Manager for the about to open MAC at Westfarms store. Joining the company I was immediately blown away by the family energy that came along with working with this fairly new Canadian startup, and the extensive education that every single team member received from the brand. After a year or so, I moved to New York City to open Saks Fifth Avenue, then took on the role of Operations Manager for the city running among other stores the MAC shops at Henri Bendel and opening the Soho store.
With every new opportunity came new adventures in helping the company continue to grow but also to give back to the communities we served. The company’s founders Frank Toskan and Frank Angelo encouraged us all to be a part of the cause of giving. As a company and team, we supported Broadway Bares year after year, walked in AIDS Walk New York, and supported Momentum AIDS Project and God’s Love We Deliver providing event sponsorship and artist support.
Especially exciting to have been a part of was the launch of Ru Paul as the first “face of the brand” and spokesperson for Viva Glam — the fundraising lipstick where 100% of the sales went to support people living with HIV/AIDS through the MAC AIDS Fund. This appointment marked the first drag
queen to land a major cosmetics contract and was a truly industry-shifting moment. The subsequent introduction of KD Lang as the Viva Glam 2 spokesperson was seen as equally disruptive in the industry and it made me, and all of us, so proud to stand tall with the brand.
Then there was Fashion Cares in Toronto where MAC was the lead sponsor for years. I had the amazing honor to support the event and meet the most incredible icons of fashion and entertainment including my all-time favorite gay icon moment meeting the Village People!
I was asked by Frank Toskan to take on a project to help MAC refocus on the pro makeup artist as we were growing so quickly and he thought we were losing sight of our original vision of supporting the pro. Together with Frank, we created MAC Pro as a pro support program, product line and retail concept — evolving the old PPID (Preferred Professional Discount) program into an entirely new world. We got to break out of the expected, create cool products, creative graphics
and events, and give, give, give to the pro community. As the head of MAC Pro I had the amazing opportunity to work with Vic Casale and the Markham, Ontario lab to create an entire line of more than 200 MAC Pro exclusive products to go along with our new MAC Pro retail concept.
Together we also created one-off products for special events and big PR opportunities. One of my favorites was working with NYC makeup artist Mike Potter and actor John Cameron Mitchell to create Angry Inch Lipglass for the opening night party of the Hedwig And The Angry Inch film. Another favorite was creating Gladiola Lipstick for the Dame Edna Royal Tour opening in NYC.
Now, while my history with MAC Cosmetics started around eight years into the brand’s 40 years, I think that time truly represents the MAC that moved at warp speed forward into the future to become the biggest and most successful makeup brand in the world. Meeting and working with Frank Angelo and Frank Toskan changed my career and my life.
It was easy to see that the future of the brand would also be the future of the industry. From mind-blowing education for our teams, to the generosity and so many ground breaking moments at the brand, the Franks set out to change the world and it happened.
Words and Collage Michael DeVellis
Special thanks to Jane McKay, Stephen Stanish and
Vic Casale for providing some of the archival images for this feature.