The Palisades fire, a destructive wildfire that ravaged Los Angeles, left many families displaced and in need. Witnessing the devastation firsthand, Amy Liu, the founder of Tower 28 Beauty, felt compelled to act. Leveraging her extensive network within the beauty industry, Liu spearheaded the L.A. Fire Community Support Event, a remarkable relief effort aimed at providing essential resources to those affected by the fires. The event transformed into a heartwarming display of generosity, with over 150 beauty brands contributing a staggering 70,000 products for the 700 registered families. Liu’s vision was to create an experience akin to “Sephora turned to life,” recognizing the power of beauty products to restore a sense of normalcy and self-worth during challenging times. The event offered families the opportunity to select premium clothing and beauty items free of charge, alleviating the financial burden of replacing lost belongings and providing a much-needed boost to their morale.
The L.A. Fire Community Support Event became a beacon of hope and resilience, demonstrating the profound impact of collective action. For families grappling with the overwhelming task of rebuilding their lives, the event offered not only material support but also a sense of community and shared experience. The donated items, ranging from skincare essentials to hair care products and makeup, provided a tangible reminder of the care and compassion extended by the beauty industry. Liu emphasized the emotional significance of these products, particularly during times of crisis, highlighting their ability to foster a sense of wholeness and self-care. The event served as a testament to the power of human connection and the transformative potential of generosity in the face of adversity.
Among the numerous beauty brands that contributed to the relief effort, several notable donations stood out. Tower 28, Liu’s own company, offered its SOS Daily Rescue Facial Spray, a trio of best-selling products designed to soothe and repair irritated skin. The set included the award-winning SOS spray, a redness-reducing toner, the SOS Lip Softie, a hydrating lip balm, and the SOS Cream, a moisturizer formulated with hyaluronic acid and ceramides. YSE Beauty, founded by Molly Sims, also played a significant role, with Sims actively promoting volunteer opportunities and donating products such as the Xtremely Rich Moisturizer. Supergoop provided its Unseen Sunscreen, offering SPF 40 protection with an invisible finish.
The generosity extended beyond skincare, encompassing hair care and other beauty essentials. OUAI, founded by Jen Atkin, who tragically lost her own home in the fires, donated its Leave-In Conditioner, a heat protectant spray designed to fight frizz and smooth split ends. Summer Fridays contributed its popular Jet Lag Mask, a versatile product that serves as both an overnight mask and a daily moisturizer. OSEA offered its Undaria Algae Body Wash, a refreshing cleanser formulated with seaweed, aloe, and a blend of oils. Loops, a brand favored by celebrities like Hailey Bieber and Camila Mendes, donated its hydrogel resurfacing face masks, providing a spa-like treatment at home.
The donations also included high-quality hair styling tools and versatile beauty balms. T3 donated its Airluxe Hair Dryer, known for its fast drying capabilities and ability to retain hair hydration. Dae contributed its Signature Shampoo, a sulfate-free formula enriched with botanicals and nutrients. Lanolips offered its Multipurpose Superbalm, a versatile product that can be used as a lip balm, cuticle cream, and dry skin reliever. Kate Somerville rounded out the donations with its Goat Milk Cleanser, a gentle daily cleanser formulated with natural milk proteins, manuka honey, and nourishing oils.
The L.A. Fire Community Support Event, orchestrated by Amy Liu and supported by a multitude of beauty brands, served as a powerful reminder of the importance of community and compassion in the aftermath of disaster. The event not only provided essential resources to displaced families but also offered a sense of hope and renewal. The donated products, carefully curated to address various needs, represented more than just material goods; they symbolized the collective empathy and generosity of the beauty industry. This collaborative effort demonstrated the transformative potential of human connection and the profound impact of giving back during times of crisis. The event stood as a testament to the resilience of the human spirit and the enduring power of community support in the face of adversity.
