Live True London has partnered with UK-based charity, FoodCycle, to tackle food poverty and loneliness.
The salon chain will donate £10 to FoodCycle for each £75 hair treatment from May 2023 onwards.
These funds will be used to help provide meals to people living with food poverty and those who are lonely in the community.
“Building a sense of community and empowering others is at the heart of our values at Live True London, so we’re really pleased to be able to support FoodCycle in all the fantastic work they do,” said Valerie Maine, founder of Live True.
“Initiatives like these are so important to help those who need it through increasingly difficult times, and we’re excited to be able to offer our customers a way to give back whilst they self-care at our salons.”
The partnership comes amid the current cost-of-living crisis in the UK.
FoodCycle CEO Mary McGrath said the charity’s service is “more vital than ever” and is “grateful” to provide nutritious meals to anyone who needs it every week.
The charity was originally founded in 2009.
It comes after Unilever partnered with Boots for the second year in a row in 2022 to tackle the growing issue of hygiene poverty in the UK.
Working with the Hygiene Bank, a British charity which distributes donated hygiene products to communities in need, the companies ran a You Buy, We Donate campaign.
Superdrug also partnered with Jack Monroe last year, the poverty campaigner and activist, to help customers make smart choices in beauty and personal care shopping.
The AS Watson-owned retailer’s Shop Smart campaign was also in response to the cost of living crisis.
“There’s been a lot of discussion recently around soaring energy costs and rising food bills, and the cost of toiletries and personal care essentials are also rising steeply, which leaves many people unable to afford the basics needed for personal health hygiene and dignity,” said Monroe at the time.