It's Not a Bird, a Plane, or Superman, But Cosmetic Industry Taking a Stand
Tarte Cosmetics - Heart to Tarte
Tarte CEO Maureen Kelly launched a nonprofit called “Heart to Tarte” following the natural disasters this year. The nonprofit has filed an application for tax exemption under Section 501(c)(3), according to the “Heart to Tarte” webpage. Since the clash of earthquakes and hurricanes in Mexico, Puerto Rico, Texas, and Florida, Heart to Tarte claimed the tagline #stormoflove. Over 40 beauty influencers (including @nicolconcilio, @iamkareno, and @dressyourface) took charge of social media with sections of a twenty-four hour telethon hybrid. The influencers expressed their concern for fundraising and showcased fun tutorials on Instagram, Facebook, and YouTube. The Tarte brand ambassadors showed videos over their Instagram and Snapchat of cleaning up the Florida Keys by hand. A texting service was set up, making it easy to donate to victims of the storm. The fans or “Tartlettes” accumulated over $76,522 on its YouCaring page. Tarte Cosmetics promised to match up to $200,000 of the money raised. The majority of the proceeds were donated to nonprofit organizations for natural disaster relief like the American Red Cross.
Tarte has collaborated with organizations before, thus prompting the creation of their own nonprofit. Collaborating with the Bystander Revolution earlier this year, the brand launched #kissandmakeup on social media to combat cyberbullying. The campaign was nominated for a Shorty Award, which honors the best of social media, in their social good campaign category. From the previous year, Patrick Starrr (@patrickstarr) posted, “@Tartecosmetics has partnered with @bystanderrevolution to spread love! Upload a selfie with a kiss on the back of your hand and tag @tartecosmetics @bystanderrevolution and hashtag #kissandmakeup to be featured!” As instructed, a flood of lipstick stained hands appeared on social media to spread awareness.
MAC Cosmetics - The MAC AIDS Fund
Frank Angelo and Frank Toskan, founders of MAC Cosmetics, created the MAC AIDS Fund in 1994. The VIVA GLAM lipstick was the first movement for the company. All proceeds from the lip products goes to helping those in need. Angelo and Toskan had several friends in the LGBTQ community that suffered from the disease and sought to destigmatize it. The charity addresses the “link between poverty and HIV/AIDS by supporting diverse organizations around the world.”
Their primary goal now is to provide prevention awareness, treatment, and basic needs for those affected by HIV/AIDS. The brand’s celebrity faces have included RuPaul, Lady Gaga, Nicki Minaj, and Elton John. Viva Glam has grossed over 40 million since its start. The charity reigned for over twenty years and doesn’t seem to slow down anytime soon.
Avon Cosmetics - Avon Foundation for Women
The Avon Foundation for Women was founded in 1955 for breast cancer awareness and accumulate funding for research. The Avon Foundation for Women is a 501(C)(3) charity. In 2004, Avon’s Speak Out Against Domestic Violence was added to their mission. In 2016, the foundation accumulated over $1 billion to causes for women. The charity also contributes scholarships and grants for women seeking higher education. Avon seeks to diminish isolation and fear from the issues. It creates an empowering platform for victims.
Avon released a global survey recently on breast cancer awareness. In their study, it found only two out of five women knew the early signs of breast cancer. The study was released for public use to aid in public education of the disease. Sheri McCoy, former Avon CEO, said to The New York Times, “We want to change this lack of knowledge by using the power of our global network of women – 6 million Avon Representatives and more than 26,000 Associates – and our breast cancer partners, to educate women. Our Promise outlines our long-term commitment to ensure every woman is breast health aware, every day."
Aveda - Mass Donations
“Living Aveda” does not specifically state it atones to a charity or foundation. Aveda, instead, lists their involvement with “grassroots” nonprofits and foundations on their website. Aveda’s main initiative is taking care of our planet. They proudly claim to be a cruelty-free product since 1978. They also are involved in breast cancer contributions and awareness, restoring and preserving the Yawanawa people, and proposing clean water initiatives.
Every Earth Day, they provide donations through its “Light the Way” candle and salon fundraising named “Tip for a Cause.” According to Aveda, “$50 million was raised to help support organizations that directly affect environmental change, more than $44 million has supported projects that protect clean water at home and around the world since 2007.” They also education water conservation and preventing waste for the environment.
Lush Cosmetics - Products and Mass Donations
Lush Cosmetics does not specifically have a charity, but it definitely deserves to be on this list. The company launched two products that proceeds go to charities: the Charity Pot and FunD. The Charity Pot donates to humanitarian, environmental, and animal rights groups internationally. Since its creation in 2007, over 17 million was grossed from the Pot.
The second product Lush showcases for good is the FunD soap. It is made to prevent further waste in its bar form. Since the 2011 earthquake in Japan, the FunD multi-purpose soap proceeds go to creating safe places for children to play in Japan. The company has also made products for several charities, but there is no direction citations for which programs.
