THE WHAT? Laura Geller has teamed up with NGO Beauty 2 The Streetz for its Holiday 2019 campaign.
THE DETAILS The make-up brand features seven cisgender and transgender homeless women from Skid Row, Los Angeles, in the Make-up Means Something campaign.
“Laura Geller believes everyone deserves to feel beautiful regardless of where they lay their head at night. That’s a bold statement,” says Shirley Raines, Founder, Beauty 2 The Streetz. “Other brands have been scared to partner with a nonprofit that helps the homeless, as if it’s wrong to be without.”
The brand will continue to support the initiative with product donations as well as via the sale of a limited edition T-shirt, with 100 percent of proceeds donated to the cause.
THE WHY? Geller hopes to shine a light on the 60,000 people experiencing homelessness in Los Angeles as well as bring confidence to those who starred in the campaign.