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More than 30 prominent beauty brands have come together to support wildfire relief efforts in Los Angeles through a new initiative spearheaded by Josie Maran, a pioneer in clean beauty and a native Californian. The cause, named “Beauty Together,” aims to provide both immediate and long-term assistance to those affected by the recent fires in the region with direct financial support.
Participating brands include a range of well-known names in beauty such as Sol de Janeiro, YSE, Merit, Summer Fridays, Tower 28, Rōz, Youth to the People, House of Lashes, Goop, Lawless Beauty, Phlur, Saint Jane, Forvr Mood, Huda Beauty, The 7 Virtues, Salt and Stone, and Vegamour.
The initiative officially launches on Thursday with a charity sales event, with all proceeds directed toward the fund. At noon PST, Maran and some of the brands will go live on Instagram to raise awareness and promote “Beauty Together.” Maran will be donating all sales from the day from JosieMaran.com to the fund. Some of the participating brands are doing the same, while others are donating a percentage.
“When disaster strikes the best of humanity is revealed,” said Maran in a statement. “So many community members have bootstrapped innovative and impactful ways to help, and many of us in the industry have already donated product to be included in vital hygiene and wellness kits. But imagine this; when you’ve lost everything, when you are both homeless and possession-less overnight, don’t you want the dignity of choice to determine where you go, and what you prioritize? Cash helps — perhaps like no other assistance.”
She added: “You might need to make a three-month security deposit on temporary housing. You need medication, groceries, clothing and you probably still have a lot of holiday expenses to pay down on your credit card. You possibly lost a family member’s car in the fire and need to get something so they can go back to work or school. Your kids or spouse might need new devices so they themselves can go back to school and work. You have to pay the babysitter so that you can go back to work. The list of financial needs goes on and on, and you now also have the massive task of applying for insurance and government relief to be able to even begin rebuilding your home or business or school.”
Maran said she hopes that the event’s financial support will help “ease stress and uncertainty.”
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