Here’s how the beauty world continues to respond to COVID-19.
Beauty brand leaders help to support COVID-19 frontline workers with BeautyUnited
A new organization called BeautyUnited has been initiated by Beautycon’s CEO Moj Mahdara, and is setting out to do two things amidst the COVID-19 pandemic. This initiative will first give support to the Frontline Responders Fund, a service that delivers medical supplies to frontline COVID-19 workers in most need of personal protective equipment. BeautyUnited will show their support in rallying and encouraging donations for the Frontline Responders Fund, with a goal of at least $10 million. “I stand in solidarity with beauty and wellness founders to mobilize the resources we have to support doctors, nurses, and all the healthcare workers on the front lines of this pandemic,” Mahdara said in a statement. “We are resolved to support in collective actions that can have a big global impact. Now is the time to be united.”
The second half of this initiative will see a roster of 40 beauty brands coming together to donate personal-care supplies to the frontline workers in this pandemic. Gwyneth Paltrow, Drew Barrymore, Victoria Beckham, Huda Kattan, Bobbi Brown and Charlotte Tilbury are among the names participating in this philanthropic initiative. Donations to support BeautyUnited’s efforts can be made here.
Dove Canada releases campaign to thank and support frontline medical heroes
Dove has created an ad to recognize the heroic healthcare workers on the front lines of the COVID-19 pandemic. In addition to this heartfelt video demonstrating the workers’ self-sacrifice, Dove is donating $1 million worth of personal care products to as many Canadian frontline workers as possible.
Glossier launches virtual beauty consultations with Glossier Live Edit
This week, cult-favourite skincare and makeup brand Glossier launched a video chat program, Glossier Live Edit, to offer connection and “people-first experiences” during this time of social distancing. Through this program, customers can connect virtually with Glossier editors for one-on-one consultations, or as the brand says, “top shelf treatment.” This appointment is a personal moment for Glossier fans to show-and-tell their routines and share their skin goals with an expert, in exchange for feedback and answers — Glossier-related or not. The pilot round offered 150 appointments, which filled overwhelmingly fast. Check in on Glossier’s Instagram for of-the-moment updates.
Rahua introduces a refill program to reduce plastic waste
This week, luxury skincare brand Rahua introduced the Rahua Refill Solutions program, which expands their environmental ideology. Launching with Classic Shampoo and Classic Conditioner Refill Pouches, customers are able to refill their empty bottles and benefit the planet. Through this, they are reducing their carbon footprint and plastic waste, using 90 per cent less plastic than normal. The Palo Santo-infused Classic Shampoo and Classic Conditioner were the first shampoo and conditioner launches from the brand, and are now recognized globally with many awards for the way they maintain hair health and shine. Plus, the natural ingredients are hand-harvested through ancient ancestral ceremonial practices by the indigenous people of the Amazon Rainforest.