Life as we know it has been turned upside down over the last several weeks as we've all grappled with the new normal of living in the time of the coronavirus. Physical retail experiences have practically ceased, those of us lucky enough to be able to carry out our jobs remotely have been working from home, and countless brands have donated money and resources to fight the pandemic. The latest effort from the beauty and wellness space is a coalition called BeautyUnited, which aims to help raise awareness and funds in response to COVID-19.
Beautycon founder and CEO Moj Mahdara is spearheading the movement, which, according to its website, "is currently focused on supporting frontline healthcare workers through two key initiatives: fundraising for the Frontline Responders Fund to help provide live-saving PPE and medical equipment; and donating personal care products to frontline healthcare workers."
The syndicate was introduced to the world on Wednesday via a video shared on several of the participants' Instagram handles."We are united for our first responders," Mahdara says in the video, alongside empowering messages spliced together from beauty leaders such as Goop founder Gwyneth Paltrow, Victoria Beckham Beauty founder Victoria Beckham, Versed CEO and founder Katherine Power, and The Honey Pot founder and CEO Beatrice Dixon.
As of now, there are more than 40 brand partners on board to bolster the group's mission on their respective platforms, raise funds, and donate personal supplies to frontline responders. Charlotte Tilbury, Bobbi Brown, Uoma Beauty, Goop, Huda Beauty, Revlon, and so many more have already signed on.
"The fight against COVID-19 will touch every person on the planet," says Melanie Bender, general manager of Versed. "It's a time to take positive action together with our communities, and Versed is supporting BeautyUnited's unprecedented efforts with a donation of 2000 products to those who need it most. We recognize this is a time of unprecedented need and are also donating funds to the American Red Cross and making product donations to the heroes in our local hospitals." In a time of such uncertainty, it's encouraging to see some of beauty's biggest brands taking action for the greater good.
Visit beautyunited.com to learn more about getting involved, and scroll on for editor-approved picks to support some of the participating brands.