How beauty brands are taking up philanthropy to help improve society

The Make a Rare Impact campaign is a partnership in recognition of World Mental Health Day. Photo: Instagram/Rare Beauty

Beyond the pursuit of flawless skin and gorgeous makeup looks, the beauty industry has, for years, contributed to philanthropic endeavours.

Leading brands globally have been using their platforms to make a meaningful impact on society, all while trying to make the world a better place.

Whether it’s for mental health issues, breast cancer awareness or helping the underprivileged, beauty brands are doing their part to better society in their own way.

Pink October

The beginning of Breast Cancer Awareness Month was marked with the illumination of the Petronas Twin Towers in pink. Photo: Estee Lauder

During this particular month, breast cancer awareness is at its peak with plenty of brands supporting the cause in various ways.

For more than 30 years, The Estee Lauder Companies’ Breast Cancer Campaign (The Campaign) has been dedicated to advancing the possibility of a breast cancer-free world for all.

This year, in collaboration with KLCC (Holdings) Sdn Bhd (KLCCH) as the official venue, the brand marked the beginning of Breast Cancer Awareness Month with a special event – illuminating the iconic Petronas Twin Towers in a radiant shade of pink.

Throughout the month of October, the brand will host a range of activities including the KLCC Park Pink Walk, an afternoon high tea at the Mandarin Oriental as well as events that build wellness communities.

Read more: For the Malaysian fashion industry, giving back to society is more than a trend

ELC is also working with Sime Darby Automobile, who are sponsoring Build-Your-Dream electric vehicles (EVs) to transport cancer patients from remote areas to hospitals, to make their treatments more accessible.

The call to check your breasts regularly is constantly repeated in the media, and beauty brands too have taken up this cause.

Hair care brand ghd, apart from raising funds every year for breast cancer charities worldwide and donating a portion of purchases of their pink products to related organisations, advocates for regular self-checks.

On their website, a step-by-step guide to self-checking is displayed, because while most of us know that it’s important to check every month, plenty of us need constant reminders.

Wellness of the mind

The discussion on mental health has been gaining traction over the years as more come to terms with the fact that one’s emotional wellbeing are just as important as their physical wellbeing.

Rare Beauty, founded by singer and actress Selena Gomez, partnered with Sephora on the Make a Rare Impact campaign – a partnership in recognition of World Mental Health Day, the international day for global mental health education, awareness, and advocacy.

On Oct 10, World Mental Health Day, the beauty giant donated 100% of beauty products from the brand to the fund, which was created to reduce the stigma associated with mental health and expand access to mental health services and education for young people around the world.

Launched in 2020, currently 1% of all Rare Beauty sales are donated to the fund, which has so far reached more than 740,000 young people, 10,000 teachers and administrators, and 367 educational systems.

Read more: Homegrown, clean, halal: Malaysian beauty consumers know what they want

Looking out for the planet

As much as we look after our own health, our quality of life will suffer if we don’t take environmental issues seriously.

Fenty Beauty partners with Clara Lionel Foundation, founded by music artist and entrepreneur Rihanna, to advocate for climate justice in the Caribbean.

Through the partnership, funds are raised for the Clara Lionel Foundation, which supports and funds climate resilience and climate justice projects and addresses issues through local projects and connection with frontline communities, advocacy groups, decision makers, and philanthropists.

Skincare brand Origins created its Green The Planet initiative to address the disproportionate environmental degradation and global warming have on underprivileged communities.

Through this programme, the brand has committed to restoring ecosystems through tree planting, and since 2009, Origins has planted more than 2.3 million trees across Asia, Europe, and North America.