In an era when makeup reigns supreme, MAC is the undisputed emperor. It is the top-ranked prestige color brand in the U.S., according to the NPD Group, and the fourth-biggest brand overall when taking into account all categories—even though it’s in only a fraction of the doors of the big three. Digital dominance? Check. It rules the social media indexes of Tribe Dynamics and L2, and is the most mentioned brand in vlogger videos, according to L2. Further, in terms of corporate social responsibility, the MAC AIDS fund, has raised more than $400 million for research.