The justice league: These are the activist beauty brands using their platform for good
What sparks the decisions behind our purchases today? For beauty it could be anything from friend-recommendations, favourable past experiences, or even shiny, persuasive packaging. But, beyond that? What do the brands we choose to align ourselves with say about us? For a brand to connect with us or inspire loyalty (harder than ever, in today's oversaturated climate), it’s as much about what they stand for as the products they deliver.
Beyond the packaging and marketing spiel they need to have a point of view, a political purpose, a means of social improvement or, at the very least, the balls to shout about what they believe in. Where the wider world and political sphere can leave us feeling demoralised, the choices we make for ourselves, including what we put in our makeup bags are important. “Aligning ourselves with beauty brands that are using their platforms to empower, embattle and break down boundaries, puts the power back in our hands,” says Cult Beauty founder, Alexia Inge.
Look to the success stories of the past few years, and you’ll notice it’s the rebellious, outspoken, socially, environmentally and politically charged brands that are firing us up. Consider Fenty Beauty, the brand founded by Rihanna, who refused to concede that darker-skinned shades just don’t sell. She coined a revolution – The Fenty Effect – the ripples of which are still being felt today. She rapidly increased inclusivity across the industry and initiated a surge in brands diversifying their shade range. Her company is said to be worth £500 million – just in case any doubters were still wondering what ‘sells’.
Then there’s Soaper Duper, the lesser-known side hustle created by Beauty Pie founder, Marcia Kilgore. Alongside being packaged in earth-conscious recycled plastic, each sale helps towards the brand’s goal of raising over £200,000 for WaterAid. By buying them, you can directly contribute to bringing clean water to thousands of people in some of the world's poorest communities.
MAC's ongoing Viva Glam campaign celebrates its 26th year this year. Over the course of two and a half decades of alliance, the brand has raised more than £400 million for HIV/Aids organisations and worked tirelessly to raise awareness of LGBTQ+ causes.
Support all year round.
Dove teamed up with Getty Images, Girl Gaze and a network of female-identifying and non-binary photographers to create the world's largest photo database of women. In order to widen the spectrum of images open to advertisers, the media and thus displayed to the public, the photos are available for any Getty users to access worldwide. The money goes straight back to the creatives behind the photos to give female creatives a boost in an industry widely dominated by men.
And brands like Herbivore, Lush and Charlotte Tilbury have used their platforms – and their profits – to fight for abortion rights, rally against climate change and support women war survivors.
These are the activist beauty brands making a difference...
The LGBTQ+ champion
MAC
The brand created its Viva Glam campaign in 1994, when RuPaul became the first face of the movement. Since then, MAC has partnered with a high profile ambassador every year to raise awareness and over $500 million for HIV/Aids, LGBTQ+ rights and the rights of marginalised communities through sales of its Viva Glam lipstick.
Top pick: MAC Viva Glam I Lipstick, £17.50
The skin tone crusader
Fenty Beauty
Though not the first to create a considered range of shades for all skin tones, Rihanna and Fenty's outspokenness on the issue and dedication to getting undertones exactly right generated enough hype to change the game and make backward brands stand to attention. The Fenty Effect pushed for widespread democratisation of foundation ranges and become one of the fastest-growing beauty brands in the process. The brand recently ceased trading for a day to respect Black Out Tuesday and pledged support to the NAACP Legal Defence & Education Funs, an official partner of the Black Lives Matter movement.
Top pick: Fenty Pro Filt'r Soft Matte Longwear Foundation, £27
The human rights helpers
Herbivore
Herbivore Botanicals was set up to make the world a more beautiful place – in every aspect. "We want all targeted minority groups to know that we see you, we hear you, and we will fight for you," they say on their website. An activist beauty brand at its core, the company has donated money to support native and indigenous land rights, they've stood up for Black Lives Matter, donating 100% of the profits over the protest weekend to the cause and last year they donated $5 from every sale of their Phoenix Facial Oil to the American Civil Liberties Union to fight against abortion bans and preserve the autonomy women have over their own bodies.
The breast cancer campaigner
Estee Lauder
Founded in 1992, the Estee Lauder Companies Breast Cancer Campaign has worked for 28 years to raise more than £70 million to support global research, education and medical services, with more than £57 million funding 293 medical research grants. Each year in October (Breast Cancer Awareness Month), the beauty giant gathers a consortium of its brands including Bobbi Brown, Clinique, Aveda and Origins, to create the limited edition Breast Cancer Box, with £15 of the £25 sale price going to charity.
The eco accomplice
Lush
Lush has spoken out for the causes it believes in since its inception. Alongside sourcing fair trade ingredients bought from women's co-operatives around the world to use in their products, the brands Charity Pot moisturiser is specifically dedicated to raising money for grassroots charities, and activists working day and night trying to make the world a better place for humans, animals, and the environment. Among the organisation they donate to are Friends of the Orangutans in Malaysia, Frack Free United, Ecohustler and countless others.
The clean water warrior
Soaper Duper
Despite still being a fairly under-the-radar brand, Soaper Duper set itself the ambitious task of raising £150,000 for WaterAid, which the brand then upped to £200,000 as they approached their target. The aim is to give soap and water back to communities who desperately need it with every product sold.
The women survivor soldier
Charlotte Tilbury
Charlotte Tilbury partnered with Women For Women International, an organisation helping women survivors of war rebuild their lives and create a ripple effect of change in their communities. The brand pledged £1 million from sales of its Hot Lips 2 Lipstick to the cause.
Top pick: Charlotte Tilbury Hot Lips 2 Amazing Amal Lipstick, £28
The female representation fighter
Dove
Dove used its platform and its profits to team up with Getty Images, Girl Gaze and a collective of female-identifying photographers to create the largest image bank of women in all our glory and to rally against the homogenous and unrepresentative images we're served on a daily basis.
Top pick: Dove Deeply Nourishing Body Wash, £3.99
