A coalition of beauty businesses led by skin care brand Josie Maran has joined together to provide longer-term support for those affected by the LA wildfires.
The model-turned-entrepeneur’s Beauty Together relief scheme held a donation event on 16 January where participating brands provided a percentage of sales to the cause.
These funds went into Beauty Together's campaign for GoFundMe.org's Wildfire Relief Fund, with more donation events planned for the future.
“Following the devastating LA wildfires, Josie and her family decided to commit their time and her brand’s resources to raising money for fire victims,” a statement on Beauty Together’s website read.
“Josie invited other beauty brands to join, and together they created Beauty Together.”
Brands including Sol de Janeiro, Huda Beauty, Merit, Tower 28, Saint Jane, Milk, Haus Labs and Tatcha have signed up to the coalition.
The blaze started on 7 January, with residents from the Palisades, Hurst, Lidia, Eaton Kenneth and Sunset counties having been evacuated.
More than 1,100 buildings from across these areas have been burned down, with forecaster Accuweather estimating losses between US$135bn and $150bn.
Among their many casualties, the fires have also destroyed several beauty brand founders’ homes.
Those affected include Paris Hilton, founder of media company 11:11 Media and her upcoming beauty business 11:11 Beauty.
Marta Freedman, co-founder of Dieux Skin and Sacha Strebe, founder of Skinlexicon, have lost their homes to fire as well.
However, the beauty industry has banded together to show its support for those displaced by the blaze.
Other beauty businesses that have rallied to support those affected by the wildfires Include Thrive Causemetics, which is donating 100% of profits to Los Angeles Wildfire Relief Efforts to support “people and animals affected by the wildfires”
Beauty Blender is equally supporting MUAs and has promised to help artists restock kits which have been lost to the blaze.
Read more:
- Update: Huda Beauty and Thrive Causemetics join beauty brands rallying LA wildfires relief
- Beauty founders left ‘heartbroken’ by LA wildfires