More Than 40 Beauty Brands Have Joined Forces for a Coronavirus Relief Effort

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.

A photo posted by on

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 to learn more about getting involved, and scroll on for editor-approved picks to support some of the participating brands.


(Image credit: @thebeautyunited)

Support BeautyUnited brand partners:





Kjaer Weis

Victoria Beckham Beauty


U Beauty

Summer Fridays

Shani Darden Skin Care

The Honey Pot



Milk Makeup



Shea Moisture

MZ Skin

Too Faced

Associate Beauty Editor

Courtney Higgs is a Cancer sun, Libra rising beauty enthusiast with about six years of experience in the editorial space. She was previously Who What Wear's associate beauty editor after spending many years working on the West Coast edit team at InStyle Magazine. She graduated from California State University, Northridge, with a BA in communication studies and pivoted to editorial after spending her college years working in the legal field. Her beauty philosophy is simple: She believes there are no wrong answers and that discovering our favorite beauty products and rituals is a journey, not a sprint. When she's not geeking out over products, she can be found adventuring around L.A. with her fiancé; watching reality TV with their French bulldog, Bernie Mac; or relating way too hard to astrology memes.