Nonessential businesses have been ordered to close in most states, which is directly affecting beauty retail stores, but many beauty brands are cautiously continuing operations and responding in creative or positive ways to the crisis.
Here’s a look at what some beauty brands are doing to reduce the spread of coronavirus and how the epidemic is impacting business:
(Last updated on May 5)
On March 12, Glossier decided to close all its retail locations temporarily, due to the coronavirus pandemic.
Glossier's statement on its website said, "After careful consideration, we’ve decided to proactively close all Glossier retail locations (NY, LA, Atlanta, and London) for at least two weeks, beginning Friday, March 13, to help prevent the spread of COVID-19. We'll also be postponing the opening of Glossier Arizona."
Despite closing its stores, Glossier's CEO Emily Weiss announced that the brand will continue to pay its retail employees through the end of April.
Due to the current health orders in California, the fulfillment center Kylie Cosmetics uses is temporarily closing. While the brand’s website remains available to accept orders, its fulfillment center cannot guarantee delivery dates at this time.
For any orders placed on or after March 16, 2020, the refund policy has been updated to allow customers to cancel unshipped orders at any time for a full refund. The customer service team will be reaching out via email to every customer who purchased on or after March 16 over the coming days.
Kylie Jenner is actively supporting those affected by the coronavirus pandemic and trying to prevent COVID-19 by donating custom-made hand sanitizer to hospitals in southern California.
The hand sanitizer will be produced in Coty's factories, and will be "dedicated to first responders working to support our communities."
The products will be provided to medical and emergency services staff, as well as both the employees making the sanitizer and those responsible for delivering it to people in need.
Hiki by Arfa
New brand Hiki by Arfa debuted on March 17, and since its launch date coincided with the coronavirus pandemic, its team decided to give away the products for free.
The brand's personal care lineup—co-created by the Arfa Collective—includes antiperspirant, deodorant, body powder, anti-chafe stick and body wipes, in colorful, unisex packaging.
Take a look at Hiki's website, and shoppers will see original prices crossed out—and prices listed as $0.00. Shoppers are asked to pay $5 to cover part of the cost of packing and shipping, but if you work in a hospital or medical facility, it's only $2.50.
Hiki's website states, "Due to the current global situation with COVID-19, with all the unknowns we are facing together, we don’t believe it’s appropriate to launch a brand as if the world hasn’t changed."
What's the catch? A social post. Unless you work in a hospital or health care facility, because then you don't need to post.
For everyone else, Hiki states, the products are free "in exchange for a social message of honesty and compassion that can help others in this trying time."
The L’Occitane Group
In response to the rapid increase in the number of coronavirus cases in France, some of the facilities in Manosque that manufacture beauty and well-being products for the L’Occitane en Provence and Melvita brands have been reassigned to the production of verbena-scented hand sanitizer.
The first 10,000 300ml bottles of hand sanitizer were shipped March 24. By the end of the week, 50,000 300ml bottles, containing 15,000 liters of disinfectant, will have been manufactured. They will be used by healthcare services, firefighters and hospitals, including AP–HP. The group plans to scale up production to some 70,000 liters.
The group has provided support for healthcare workers in Asia and Europe in a variety of ways, including:
- Since February, the Chinese subsidiary of the L’Occitane Group has been assisting doctors by donating more than 20,000 units of moisturizing lotion and shea butter hand cream to hospital workers in Wuhan and Shanghai to help those suffering from skin lesions due to prolonged use of protective clothing.
- The group donated 20,000 units of intensive hand balm and shea butter milk soap to the Korean national medical association.
- In the United Kingdom, L’Occitane en Provence donated over 10,000 hand creams to NHS and HSE staff working in the UK & Ireland.
- French subsidiary Laboratoires M&L donated hand sanitizer to firefighters in the departments of Alpes-de-Haute-Provence and Bouches-du-Rhône as well as to the hospitals managed by the Manosque Hospital Centre. It also donated soap to the Saint Barthélemy nursing home in Marseille. The production facility in Ardèche also supplied masks, aprons, gloves and sanitizer to the local health services.
- The Group’s other French subsidiary, M&L Distribution, donated 25,000 units of soap and hand cream to AP–HP staff.
“I would like to express my heartfelt gratitude to the group’s staff, who are working hard to produce hand sanitizer for them to use while also maintaining our regular operations. Humankind is undergoing a time filled with challenges. By pooling our efforts with a full measure of humility, we can help it to overcome them,” commented Reinold Geiger, chairman and CEO of the L’Occitane Group.
Also, on March 31, L’Occitane en Provence donated nearly 200,000 hygiene products to Clean the World Foundation. The donation included much needed hygiene supplies, including: 74,000 (50ml) bottles of shampoo, 40,000 (50ml) bottles of conditioner, 12,000 (50ml) bottles of shower gel, 33,000 (50ml) bottles of body lotion and 27,400 (50g + 75g) bars of soap.
The donated 27,400 bars of soap will supply Clean the World’s recycled soap production and the thousands of donated hygiene supplies will be included in hygiene kits that will be dispersed immediately to shelters all over the country.
Victoria Beckham Beauty
Victoria Beckham Beauty has closed its flagship store on Dover Street in London and implemented extra measures to ensure safety and hygiene at its warehouse.
The company’s delivery partners, DHL and DPD, are also closely monitoring the health and safety of their teams. Customers are not expected to sign for goods at present, and the delivery partners can also accommodate contactless delivery if preferred.
Currently, there may be a delay in processing orders and returns, due to the reduced operating staff at the company’s warehouse and with delivery partners. Therefore, Victoria Beckham has extended its refunds policy from 14 days to 30 days and will offer store credit for returns that are received after this time, up to two months from the original purchase date.
Starting March 25, Victoria Beckham Beauty will be donating 20% of sales from victoriabeckham.com and victoriabeckhambeauty.com to Feeding America in the US and The Trussell Trust in the UK.
Feeding America is a nonprofit organization in the United States. It is a nationwide network of more than 200 food banks that feeds more than 46 million people through food pantries, soup kitchens, shelters and other community-based agencies. Every $1 donated to Feeding America provides 10 meals to people in need. The Trussell Trust works to stop UK hunger and poverty by supporting a network of over 1,200 food bank centers to provide emergency food and compassionate, practical support to people in crisis. Even £10 gives a parent the peace of mind that their family will not go hungry tonight.
“Thank you for your support and loyalty as we navigate this uncertainty together – we truly value you, our community, more than ever,” said a statement from the company.
On March 27, Farouk Systems announced it is now manufacturing of FDA-approved hand sanitizers.
The company will donate $1 million worth of its CHI Organic Gardens Moisturizing Hand Sanitizer to the City of Houston and they have already donated to the City of Tomball, TX.
Dr. Farouk Shami, founder and chairman of Farouk Systems, says he is increasing production of its new hand sanitizer to meet demands and help hospitals, hairdressers, salons and consumers have access to an FDA-approved product that contains high levels of alcohol.
Farouk Systems' CHI Organic Gardens Moisturizing Hand Sanitizer and BioSilk Moisturizing Hand Sanitizer with Soothing Aloe Vera both contain 77% by volume natural denatured alcohol, plus Aloe Leaf Extract, glycerin and a lemon-citrus fragrance. The hand sanitizers are packaged in four bottle sizes, 25oz, 12oz, 6oz and 2oz.
The company is also working on production of two more hand sanitizers made with hydrogen peroxide, alcohol and glycerin—plus, an antibacterial hand soap.
Orders are being accepted and will be filled on a first come first serve basis.
During this pandemic crisis, Rahua is looking to give back to hospital workers including doctors, nurses and all others on the frontline risking their own lives and fighting to save lives.
The New York Metropolitan area has been particularly hard hit. In the spirit of giving and the hope of spreading care and optimism for good health and wellbeing, Rahua has donated its body care products to three leading area hospitals including NYU Langone Health, St. Mary’s Hospital for Children, and Jersey Shore University Medical Center. The brand hopes its wellness products will help deliver a thoughtful, peaceful experience during this difficult time.
Also, to help lift spirits, Rahua is offering the following promotions at Rahua.com:
- April 2-30: A free 22ml Rahua Shower Gel with all purchases.
- April 3-5: With a purchase of Rahua Elixir, customers will receive 50% off a purchase of Omega 9 Hair Mask.
- April 9: With a $150 spend, customers will receive 50% off a purchase of Color Full Mask.
- April 30: With a $150 spend, customers will receive 50% Rahua Omega 9 Hair Mask.
- April 1: Classic Shampoo & Conditioner; 20% off.
- April 8: Color Full Shampoo & Conditioner; 20% off.
- April 15: Voluminous Shampoo & Conditioner; 20% off.
- April 22: Hydration Shampoo & Conditioner; 20% off.
- Flash Sales: Rahua will be running 2 Hour Flash Sales from 2:00pm-4:00pm at Rahua.com.
In the wake of the coronavirus crisis, Veil Cosmetics decided to expedite the launch of their blog.
The blog was released on March 31 to engage clients and followers past the point of purchase and foster a new, stimulating space for the beauty community online. The brand’s founder, Sébastien Tardif, wanted Veil to be more than the innovation of products, but to also be about the people.
“I actually launched Veil Cosmetics with a separate blog back in 2012 but time constraint and a demanding workload slowly got the best of me and it fizzled away,” said Tardif. “I had been planning on starting the blog once the overhaul of our websites was completed but with the pandemic having everyone homebound, we are all scrolling the internet for information, content and entertainment. It just made sense to just roll with it even though the website isn’t completely revamped.”
The blog answers questions Tardif is asked about by the press and customers alike. It aims to offer information in a lengthier way instead of just a headline, a photo or a single answer as part of Veil Cosmetics’ customer service. The first post on the blog is entitled, “Can COVID-19 Live on Your Beauty Products?”
Overall, Tardif says COVID-19 has had Veil Cosmetics planning and preparing with its supply chain from way back as early in February. All travel commitments have been canceled and retailer meetings have been pushed back to ulterior dates. New product development is being impacted as well, since a lot of manufacturers have had to close or slow down their activities as staff is working from home or is homebound.
Apostrophe, a company that creates personalized skin medications, is trying to help keep up with hand sanitizer demand and support the WHO, by temporarily prioritizing the formulation of hand sanitizer in its CA-based pharmacy/lab and donating 100% of profits to the WHO COVID-19 Response Fund. This fund specifically provides medical equipment to health workers, educates communities with the latest science-based information and fast-tracks the development of vaccines and treatments.
Apostrophe’s Hand Sanitizer abides by the FDA and WHO guidelines in that it’s over 60% alcohol. Apostrophe is offering a two-pack of 2oz bottles of hand sanitizer for $15. The company’s costs are around $10 and Apostrophe is donating all profits to the WHO COVID-19 Response Fund. It’s making the sanitizer in batches of ~5,000 and will continue to produce it as long as there’s a shortage.
“We know our contribution is minuscule compared to healthcare workers in hospitals, ambulances, waiting rooms, and testing clinics around the world. Not to mention the other front lines: the grocery store clerks, postal workers, Amazon workers and so many more who allow most of us to isolate safely at home. Thank you,” said Ben Holber, CEO of Apostrophe.
Tom’s of Maine
Tom's of Maine is sponsoring 50 small businesses across the country through the #NatureNurtures program.
Starting April 4, the company will post a "video experience set in nature" on its Instagram every day. Each video is hosted by local yoga teachers, wellness experts and nature guides. The campaign aims to "bring the healing power of the outdoors, indoors" and to highlight small businesses.
Rob Robinson, brand and goodness leader at Tom’s said, "We believe in the healing power of nature and at a time when we most need to venture outside, connect and heal, we think these daily wellness experiences that bring the outdoors inside can have a positive impact."
The ongoing series is funded entirely by Tom's of Maine, including a $50,000 commitment to support 50 local experts in each of the 50 states.
To help aid the healthcare professionals on the front lines, Tom's of Maine has also donated $60,000 and nearly $500,000 worth of natural personal care products to Direct Relief, a humanitarian organization providing protective gear and supplies to communities hardest hit by COVID-19.
The beauty industry is always evolving, but it has never seen a time like this before. Thousands of artists are in an unimaginable position with no work, no clients, and no foreseeable way out to pay their bills.
The industry’s future, especially for artists, is uncertain, which is where Support Creatives, a 501(c)(3) nonprofit, comes in. The new nonprofit launched on April 6 to provide artists in the industry with the proper support system they require.
Founded by industry professionals Melody O’Flaherty and her husband Michael Dueñas, Support Creatives offers access to financial aid, mentorship programs and opportunities for educational advancement.
While its inception comes in response to the COVID‐19 crisis, Support Creatives is not just a quick fix. Rather, it is designed to support artists during the entirety of their careers, whether that be during moments of crisis or personal growth. Support Creatives aims to provide assistance and stability for artists, no matter the situation.
It's A 10 Haircare
Amid the global pandemic, It's A 10 Haircare is focused on using its platform to make an impact and give back at a time when it's needed most. To show support to their communities both locally and globally, It's A 10 Haircare has committed $5.4 million worth of personal-care products to Good360. Good360 will help distribute the thousands of products to its network of diverse non-profits that support people in need.
The brand's donation of over 211K products—including shampoos, conditioners, hand creams and more—will reach thousands of people in need in the US thanks to Good360's network of 90,000+ nonprofit partners. Good360 will help deliver products to nonprofits that serve, hospitals, homeless shelters, those going through financial crises and many more.
To layer on to their charitable endeavors, It's A 10 Haircare is also collaborating with Donate Beauty and the Selfless Love Foundation to provide products to people in-need spanning across multiple communities. Donate Beauty is an organization that provides essential beauty and wellness items to healthcare workers in hospitals across the country, such as the workers at Methodist Hospital in Bennington, Nebraska. Additionally, It's A 10 Haircare has donated over 200 products to the Selfless Love Foundation, which will be shared with children in the foster care system, who are in need now more than ever during this uncertain time.
MAC has temporarily closed all free-standing stores in the US and Canada in response to the coronavirus.
For over 25 years, Viva Glam has made MAC “the brand with a purpose,” and that legacy continues today. The MAC Viva Glam Fund is donating $10,000,000 to over 250 local organizations around the world to support vulnerable communities affected by COVID-19.
MAC's Viva Glam campaign initially launched in 1994 at the height of the AIDS epidemic, donating 100% of the selling price of Viva Glam lipsticks directly to organizations that supported people living with and affected by HIV/AIDS. While the campaign will continue these efforts, additional emergency COVID-19 relief funds will be allocated to support vital services such as delivering food supplies, ensuring clients remain informed about medication and testing and treating diagnosed cases.
PCA Skin has partnered with Fabric and AZ Apparel Foundation to help produce FDA approved Personal Protective Equipment (PPE) during the COVID-19 health emergency.
From April 13 to 30, PCA Skin is donating 100% of proceeds from their daily care mask sales on pcaskin.com, professional drop ship orders and on participating e-retailer websites, to Fabric’s 501c3 non-profit, Arizona Apparel Foundation. Proceeds up to $10,000 will assist Fabric in ramping up production at their Arizona facility to produce PPE, such as reusable isolation gowns and other items.
“The world is facing an unprecedented health emergency and we want to do our part to support the front-line healthcare providers. We are amazed by the work our Arizona neighbor company, AZ Apparel Foundation, is doing to help alleviate the PPE shortages and hope this initiative will help further fund their efforts,” said PCA SKIN CEO, Joanna Zucker.
Leandro Limited is giving back to hairstylists who are struggling with the closing of salons and the inability to practice their craft. The brand hopes to shine a spotlight on hairstylists and spread some love using the hashtag #LoveLeandro.
For every use of #LoveLeandro on Instagram, Leandro Limited will donate $50 to the Love Leandro Limited Fund providing hair stylists with cash for bills, food, supplies etc. in order to help people during the coronavirus crisis.
To participate in the campaign, post an IG photo or video message on your story or feed tagging @LeandroLimited, #LoveLeandro, #giveaway and the hairstylist that you know is in need and share why you’ve nominated them.
Nominees will be automatically entered to win $500 from the Love Leandro Limited Fund and each entrant that nominates a winner will be sent a gift of Leandro Limited products as a thank you for participating and helping pay it forward. Entries will be closed at midnight EST on April 24, and Leandro Limited will announce the winners on April 27.
On April 15, Harry's donated $1 million of shaving supplies to hospitals in New York City and around the country.
In partnership with the office of the Mayor's Fund to Advance New York City, $500,000 in shaving supplies will be distributed to the 11 public hospitals across New York City, which continues to be the center of the pandemic in the US. Another $500,000 in Harry's shaving supplies will be made available to hospitals across the US. Hospitals in need can submit requests for Harry's product by reaching out to firstname.lastname@example.org.
"New York City has always been home to Harry's. The medical professionals on the front lines are true heroes, and it's our duty to do what we can to support them in our city and across the country. We've heard loud and clear from healthcare professionals that there is a need for our products, and we want to help meet that need," said Harry's co-founder and co-CEO Jeff Raider.
As the pandemic has worsened over the last few weeks, shaving and grooming have taken on new importance. Per recommendations from the CDC, medical workers on the front lines must remain clean-shaven in order for their N95 masks and personal protective equipment (PPE) to properly protect them from contracting COVID-19. Many medical professionals are working long hours to care for the influx of patients, and in order to protect their own families, many do not return home, which is why grooming and personal care products are desperately needed at hospitals.
Harry's is also encouraging anyone struggling with mental health challenges during this time to seek help by reaching out to Crisis Text Line, a long-term Harry's partner that provides 24/7, free, confidential support via text. Those in need can speak to a Crisis Counselor by texting FEEL to 741741.
Viviscal is supporting the stylist community by making a donation as a portion of sales, committing up to $100,000 to the Professional Beauty Association (PBA) COVID-19 Relief Fund to help stylists and beauty professionals enduring hardships as a result of COVID-19.
Beginning April 22, Viviscal will donate a portion of sales from Viviscal.com to PBA’s COVID-19 Relief Fund, which is awarding grants of $500 to stylists across the country. The fund enables licensed beauty professionals to receive emergency cash for short-term immediate needs, such as food, essential supplies and payment of bills.
"As a brand that has always been committed to helping stylists and consumers advance hair health, Viviscal recognizes the need to support the health of the stylist community now more than ever," said Stacey Ramstedt, vice president of specialty hair care marketing at Church & Dwight Inc. "We are grateful for our partnership with the Professional Beauty Association to support this incredible community of beauty professionals and alleviate some of the financial pressures caused by COVID-19."
On April 29, Young Living announced a donation of $100,000 to the International Rescue Committee (IRC) for its vital COVID-19 response efforts.
Young Living's donation will be used to support the IRC's response to the COVID-19 crisis in refugee camps and vulnerable communities throughout the world, including securing protective gear for frontline health workers and training them on how to isolate and prevent further spread of the virus. In addition, the donation will ensure people have access to accurate information by translating CDC directives into hundreds of languages and tribal dialects to help people stay safe. The IRC also distributes hygiene kits, food supplies and educational kits and sets up handwashing stations within refugee camps.
"Quarantining is challenging for even the most privileged of us. Imagine trying to remain healthy in an impacted refugee camp with limited resources, where isolation is impossible," said Jacquelyn Skinner, executive director of global philanthropy for The D. Gary Young, Young Living Foundation. "Our hearts go out to those who have this additional challenge on top of the traumas they've already faced. We're honored to be able to contribute during this time."
The IRC's mission is to respond to some of the world's worst crises, delivering aid that saves lives while paving the way for long-term recovery. The COVID-19 pandemic adds further complexity and danger to those already experiencing vulnerability from conflict, violence, food insecurity and nonexistent health systems in their home countries. It's imperative that survivors have the protection and education they need to remain healthy. That's an undertaking that is seeing new heights of difficulty, as refugee camps that were initially set up to accommodate 6,000 displaced people are currently seeing five times that number, making social distancing and quarantining a critical challenge.
Garnier USA will produce 2 million units of 4- fluid ounce hand sanitizers at its New Jersey manufacturing facility. The hand sanitizers will begin distribution in May 2020 free of charge to frontline retail employees in the most affected areas of the country.
"We are very grateful for the hard work of essential employees and the service they are bringing to our local communities. Our number one priority at Garnier is to take care of each other. We are working as quickly as possible to produce hand sanitizers to help frontline retail employees stay safe and healthy during this Coronavirus outbreak," said Alanna McDonald, president of Garnier USA.
The Garnier brand is also making a global financial commitment to the fight against COVID-19 by contributing more than $1 million to support the International Federation of the Red Cross (IFRC) and Red Crescent Societies. These funds will provide urgent assistance to the most vulnerable people impacted by COVID-19.
Furthermore, as part of L'Oréal's Coronavirus Solidarity Program, Garnier is currently producing and distributing millions of units of hand sanitizer free of charge to all of its food retailers' employees in Europe.
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