by 
More than 30 iconic beauty brands have come together to support wildfire relief efforts in Los Angeles through a new initiative led by clean beauty pioneer and California native Josie Maran. The initiative, called Beauty Together, aims to provide both immediate and long-term assistance through direct financial support to those affected by the recent fires in the region.
Participating brands include a number of well-known names in the beauty industry 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.
More from WWD
The initiative officially launches Thursday with a charity sale event with all proceeds benefiting the fund. At 12:00 PM PST, Maran and some of the brands will be going live on Instagram to raise awareness and promote Beauty Together. Maran will donate all of the day’s sales from JosieMaran.com to the fund. Some of the participating brands do the same, others donate a percentage.
“When disaster strikes, the best of humanity comes out,” Maran said in a statement. “So many community members have found innovative and impactful ways to help, and many of us in the industry have already donated products to be included in essential hygiene and wellness kits. But imagine this; When you have lost everything, when you are both homeless and dispossessed overnight, don’t you want the dignity of your choice to determine where you go and what your priorities are? Cash helps – perhaps like no other help.”
She added: “You may be required to pay a three-month deposit for temporary accommodation. You need medication, food, clothing and probably still have a lot of vacation expenses to pay on your credit card. You may have lost a family member’s car in the fire and need to get something so they can get back to work or school. Your children or spouse may need new devices so they can go back to school and work themselves. You have to pay the babysitter so you can go back to work. The list of financial needs goes on and on, and you now also face the daunting task of applying for insurance and government assistance to even begin rebuilding your home, business or school.”
Maran said she hopes financial support for the event will help “relieve stress and uncertainty.”
The best of WWD
Sign up for the WWD newsletter. For the latest news, follow us on Facebook, Twitter and Instagram.
