Singer Christina Aguilera, actress Chloe Sevigny, pop icon Boy George, R&B singer Missy Elliott and supermodel Linda Evangelista are the new faces of M.A.C. cosmetics’ Viva Glam campaign.

This marks the 10th anniversary of the M.A.C. AIDS Fund, which began in 1994 with spokesperson RuPaul. The fund has raised more than $32 million for people living with HIV and AIDS.

All proceeds from the Viva Glam V pink lipstick ($14) and lip gloss ($13.50) go to the fund.

Print ads featuring the celebrities, taken by fashion photographer Michael Thompson, was unveiled in New York recently. George says he was thrilled to take part in the ads. “I’ve been wearing makeup since I was 14 years old. I feel it was about time I was rewarded.” George says combining an AIDS benefit with glamour is only natural. “AIDS has affected the fashion industry probably more than any other industry.” His next plan — a long vacation. — USA Today