Woman-led vegan beauty brand Thrive Causemetics has donated $250,000 to help animals, women, and communities who lost their homes during the California wildfire this year.
On November 14, the beauty brand pledged to donate all of its earnings for the day to organizations helping the victims of the wildfire.
“If we were going to make an impact, and quickly, we would need to mobilize every member of our staff to create a social and word-of-mouth campaign for wildfire relief,” Karissa Bodnar, CEO of Thrive Causemetics, said in a statement.
“We wanted to do the most good and offer support in the way that would be the most impactful for those who had been displaced and lost everything to the fires.”
After the brand’s announcement regarding their pledge, customers quickly gave their support by “buying 2 and 3 mascaras at a time” to help the brand reach its goal in just a short period of time.
Bodnar adds: “And even better, customers were telling their friends to do the same all over Instagram and Facebook. Our best-selling cruelty free mascara was flying off the shelves!”
The brand equally split the donation among 5 organizations dedicated to helping the wildfire victims: American Red Cross, North Valley Animal Disaster Group, North Valley Community Foundation, Humane Society of Ventura County (HSVC), and Los Angeles Fire Department Foundation.
“We are so thankful for our wildfire relief partners for all they have done and will continue to do to support affected communities,” Bodnar concluded.