When the coronavirus crisis occurred, it has to be said, the beauty industry opened their hearts, pockets and minds to aiding the pandemic that has panicked the world. Yes, mass charitable contributions and fundraising efforts have been produced by some of the biggest brands out there during this unprecedented time, but give credit where it’s due to the beauty communities doing the most. Not only have the donations and discounts been appreciated, but the usage of resources to create necessary materials such as hand sanitiser cannot go unnoticed. And just when you thought they had provided all the help they could give, in comes the creation of Beauty United, founded and lead by Beautycon CEO, Moj Mahdara.
Mohdara has rounded up some of the headlining beauty and wellness brands on the scene including Gwyneth Paltrow’s Goop, MAC cosmetics, Too Faced, KKW Beauty and Kylie Cosmetics just to name a few. That’s right, and she’s even got makeup and skincare newcomer Victoria Beckham Beauty on board too. This squad of over 40 of the biggest labels in beauty are on a mission to help those in need on the frontline. How will they do this you ask? Two ways. Firstly, they aim to support and encourage – as well as contribute to – the existing Frontline Responders Fund, hoping to help them reach their target of $10 million to be used for protective gear and medical transport. Additionally, the brands will be doing as much as they can to personally produce beauty materials in their own factories for frontline workers in need.
Their first ploy was the Jacob Javitz Center in New York, which previously used for large scale conventions and the home to Beautycon, is now a makeshift hospital housing over 225 COVID-19 patients manned by the military.
Mahdara set out Beauty United’s founding reasons stating, “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. We are resolved to support in collective actions that can have a big global impact. Now is the time to be UNITED.”
Having been up and running less than a week, they’ve accumulated over 3,000 followers on Instagram and it has to be said this is one unity that is going above and beyond to help those who need it most. To find out who else joining the crusade and keep up with their efforts, check out their Instagram @thebeautyunited and donate if you can.
Words by Amy Arfi
Graphics by Katie Janes
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