L’Oréal USA partnered with non-profit Paralyzed Veterans of America (PVA) for the brand’s annual Have A Beautiful Day Event.
This marks the second year of partnership between the brand and PVA, with the event honouring US veterans, wider military personnel and their families.
The Have A Beautiful Day event, now in its 16th year, took place across four cities across the US on 12 November: L’Oréal USA’s New York City HQ, the brand’s corporate offices in El Segundo, California, and Tampa, Florida, and L’Oréal’s North America Research and Innovation Center in Clark, New Jersey (render of location pictured in featured image).
The event first launches in an effort to use beauty education and services to honour, celebrate and empower military families.
Have A Beautiful Day also sets out to raise awareness of the needs of both disabled veterans and the wider disabled community.
"We are deeply grateful to L'Oréal for welcoming PVA members and their families to participate in such a meaningful event," said Carl Blake, CEO of Paralyzed Veterans of America.
"For many living with spinal cord injuries and diseases, like myself, daily challenges can often go unseen, but experiences like Have A Beautiful Day remind us that taking time for self-care is not a luxury – it is essential."
Veterans and their families were welcomed to the event locations by more than 130 L'Oréal employees before the brand’s executives and PVA leaders opened the events with welcome remarks.
Attendees then had self care consultations with hair and make-up artists, nail technicians and massage therapists.
The event is part of an ongoing partnership between the brand and the non-profit, with L'Oréal previously sponsoring the 2025 National Veterans Wheelchair Games and participating in PVA's first-ever 2025 Partner Summit.
PVA had provided pro bono architectural consultation to improve accessibility at L'Oréal's US headquarters in New York City's Hudson Yards and awarded them a PVA Disability Innovation Award in 2024.
"L'Oréal USA is proud [to] partner with Paralyzed Veterans of America and host its celebrated Have A Beautiful Day event this year," said Liliahn Majeed, Chief Diversity, Equity & Inclusion Officer, North America, L'Oréal Groupe.
"We believe that beauty can inspire confidence and belonging, and we are honoured to extend that spirit to those who have served and sacrificed for our country.
“By working together, we can show the world that we are all more alike than we are different."
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