MERIT Beauty continues its partnership with Baby2Baby, a nonprofit providing essential services to those in need; PHOTO COURTESY OF MERIT
Being Frenshe, Ashley Tisdale’s wellness brand empowering authenticity and toxic-free living, donated 1,000 hand creams to LAFD first responders—a generous and thoughtful gesture during a time when high winds and weather conditions took a toll on skin health.
When California’s devastating wildfires left communities feeling anything but relaxed, Bellacures stepped up with an inspiring initiative. The beloved nail salon chain welcomed guests to indulge in their full menu of luxurious services—from classic manicures to rejuvenating foot treatments—with every dollar supporting wildfire relief efforts.
Clean haircare brand California Naturals supported relief efforts across the board. Through the end of January, all profits from purchases on its website were donated to the LAFD Wildfire Emergency Fund. In addition, all shipments to L.A. shelters received fast-tracked delivery. Staying true to the B Corp commitment, the brand will redirect its 1% annual revenue donation to climate-forward solutions for L.A. wildfire relief.
Beloved wellness brand CAP Beauty has mobilized to support those affected by the L.A. wildfires. Founder Kerrilynn Pamer volunteered at Little Fish in Echo Park—where over 28,000 meals had been prepared for firefighters and displaced residents—while the brand dispatched care packages filled with necessities to impacted families across the region.
CAP Beauty dispatched care packages to impacted families; PHOTO BY JOHN VON PAMER
While basic hygiene became a challenge during unprecedented times, Crown Affair stepped up to provide essential haircare products to communities in need. The luxury brand mobilized quickly, distributing premium shampoo and conditioner sets valued at over $125,000 to shelters and healthcare facilities, helping restore dignity and self-care routines to those facing difficult circumstances.
Facile, a clinically-based skincare brand with studios in West Hollywood and Pasadena, is making a significant impact in Los Angeles. They organized the preparation of 200 self-care essentials kits for local shelters, a thoughtful initiative part of their broader commitment to community support.
Rooted in qualities such as safety, sustainability, revolution and evolution, the skincare brand Iris & Romeo is well-acquainted with being a force for good. Given the recent tragedies, the skincare experts gave back by donating inventory to L.A.-based gifting suites for those affected, as well as by making a monetary donation to the International Fund for Animal Welfare.
As a L.A.-founded brand, Jouer Cosmetics took immediate action in the first 24 hours by donating over 3,000 N-95 masks to first responders. Their commitment continued with financial contributions to key organizations, including the Red Cross, Baby2Baby and the Pasadena Humane Society, along with essential supplies—such as the brand’s Lip Enhancer and Barrier Cream—for those on the front lines who were battling extreme heat and high winds. Ongoing collaborations with beauty brands, pop-ups and displaced makeup artists further amplified their impact. Now, Jouer has announced that 100% of net proceeds from the pH Adjusting Balm through the end of 2025 will support wildfire relief, directly aiding firefighters and the communities they cherish.
Continuing its long-standing partnership with Baby2Baby, MERIT Beauty consistently lends a hand to the nonprofit through employee volunteering and monetary donations. The beauty brand recently donated $500,000 to support Baby2Baby’s mission of providing essential services to those in need—including those affected by the wildfires.
We all cherish a personalized beauty routine. Celebrity makeup artist Monika Blunder responded to this by reaching out via Instagram to loyal customers of the botanical beauty brand who had been affected by the L.A. wildfires and pledged to help them rebuild their makeup bags with Monika Blunder Beauty products.
The personal care company Necesaire stayed true to its mission of giving back to the community—and the world—by donating $25,000 to World Central Kitchen and the Los Angeles Fire Department Foundation. Additionally, the brand donated self-care essentials to first responders and those who had been displaced.
Now highly recognized nationwide, Hailey Bieber’s Rhode Skin returned to its L.A. roots to give back to the community. The brand pledged $1 million to local organizations that provide emergency cash payments to displaced mothers, caregivers and families. Throughout January and February, the Rhode Futures Foundation will allocate 1% of sales to the aforementioned efforts.
Celebrity stylist and RŌZ founder Mara Roszak gave back in more ways than one. During the devastating time, she donated 10% of sales from her brand to the Wildfire Recovery Fund, followed by handcrafted hair kits in collaboration with T3 hair tools to send to hairstylists who had been displaced.
L.A.’s beloved skincare guru Shani Darden proves her heartfelt connection to the community goes far beyond beauty. As wildfires ravaged the region, her brand stepped up with meaningful support—gifting $85,000 to empower Baby2Baby and Altadena Girls’ vital missions. The compassionate initiative didn’t stop there, with $30,000 in skincare products donated to those facing hardship.
A portion of February sales of Sisley’s Phyto-Rouge Shine Sheen Bel Air lipstick will go toward relief efforts; PHOTO COURTESY OF TOWER 28
World-renowned beauty brand Sisley tapped its 40 years of product innovation and unique savoir-faire to lend a helping hand to the L.A. community. In collaboration with celebrity makeup artist Patrick Foley, the brand launched a mauve shade lipstick, Phyto-Rouge Shine Sheer Bel Air, based around Foley’s longtime friend—actress Jaclyn Smith. Throughout February, $10 from each sale of the shade went toward the California Community Foundation Wildfire Recovery Fund.
Demonstrating their unwavering commitment to community support, Thrive Causemetics and Bigger Than Beauty Skincare donated $500,000 raised during their January donation day to immediate relief organizations such as the American Red Cross and long-term recovery efforts to help rebuild L.A. communities affected by devastating wildfires.
Tower 28 hosted a gifting suite of beauty and hygiene essentials for displaced Angelenos on Jan. 17; PHOTO COURTESY OF BRAND
High-performance beauty brand Tower 28—notable for creating sensitive skin-safe products—hosted a donation pop-up on Jan. 17 to provide over 1,500 families with essentials graciously donated by 150+ brands. Despite founder Amy Liu being a resident of the Palisades, she made sure her brand gave back, even hosting a Lunar New Year celebration with all proceeds going to the LAFD.
T3 founders Kent Yu and Julie Chung were both Palisades residents but didn’t allow that to halt their efforts to give back. In addition to collaborating with RŌZ on haircare kits for hairstylists affected by the fires, T3 contributed to other brands’ relief efforts and continues to support hairstylists in rebuilding and replacing their lost products.
Molly Sims’ YSE Beauty stepped up to the cause, donating 100% of proceeds from online sales on Jan.16 to Josie Maran’s Beauty Together Wildfire Relief Fund. In addition, the beauty brand partnered with Baby2Baby to help provide essentials to infants and families and organized a GoFundMe—where YSE would match up to $50,000 in donations for Baby2Baby.
Photography by: Courtesy of MERIT
