Scouted: How Beauty Brands Are Giving Back Amid Los Angeles Wildfires

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In moments of unimaginable loss, one truth becomes clear: healing is never something we do alone. This sentiment feels especially poignant for Los Angeles right now. As the city grapples with the ongoing devastation of wildfires, it remains uplifted by an unshakable sense of community. While the flames have brought shock and grief to Angelenos, they’ve also sparked a powerful wave of support.

Neighbors are helping each other, people from around the country are donating to causes supporting the city, first responders, and those who have lost their homes, and brands are stepping up to assist the community in meaningful ways—especially in the beauty space.

Many beauty brands have launched significant efforts, from assembling care packages and funding recovery initiatives by donating proceeds to wildfire relief initiatives to providing direct support to those in need. As bell hooks once wrote, “Rarely, if ever, are any of us healed in isolation.” The destruction of thousands of homes, businesses, and schools during the L.A. wildfires has led to immense personal loss, but it has also highlighted the power of collective action and mobilized communities.

Read on to discover 16 brands that are contributing to rebuilding and helping Los Angeles heal.

About-Face will be donating a portion of its January sales to the Los Angeles Fire Department Foundation. In addition to the financial donation, Halsey’s brand has also donated products to organizations that are collecting makeup and hygiene products.

Los Angeles-based Alo is stepping up to support wildfire victims by distributing care packages filled with essentials like clothing basics, water, and supplies from partner brands. Those in need can schedule a pick-up appointment at one of two Alo locations: 370 North Canon Drive, Beverly Hills, CA 90210 (through Jan. 16), or 6670 Flotilla Street, Los Angeles, CA 90040 (through Jan. 18).

Hair-care brand Amika has been actively contributing to wildfire relief efforts, donating to both the California Fire Foundation and the Professional Beauty Association’s Disaster Relief Fund.

Celebrity hairstylist Andrew Fitzsimons is channeling support through his Trans Cosmetic Donation Program. Partnering with the L.A. Trans Wellness Center, the initiative is helping to provide relief to wildfire victims, with donations being accepted directly at 3055 Wilshire Blvd., Unit 360, Los Angeles, CA 90010.

Benefit Cosmetics is extending its support to communities affected by the wildfires through donations to the American Red Cross. They’ve also encouraged their followers to further support the organization at redcross.org with donations.

Bubble is prioritizing relief efforts by donating thousands of skincare products to wildfire victims and making a monetary contribution to the Los Angeles Fire Department Foundation.

Professional makeup artists affected by the wildfires can turn to Danessa Myricks Beauty for help rebuilding their kits. The brand has set up an easy form for impacted individuals to request replacements so professionals in their community can get back on their feet.

Glow Recipe has stepped in with a donation of $100,000 worth of skincare essentials, including cleansers and SPF products, to wildfire victims. Partnering with Babylist, the brand has ensured these items are distributed to those in need as quickly as possible.

Huda Beauty is offering makeup artists impacted by the fires a chance to rebuild their kits. Those in need of replacements can reach out to the brand directly at socialpr@hudabeauty.com for support.

Laura Mercier has committed to supporting wildfire victims with donations to the American Red Cross and products sent to local aid organizations. Additionally, the brand is helping makeup artists replace kits lost in the fires, with a form available via the link in its Instagram bio.

Milk Makeup has pledged donations to organizations providing immediate relief and long-term recovery, such as the LAFD Foundation and the Mutual Aid L.A. Network.

Rare Beauty has launched a multi-faceted relief effort, providing emergency care kits and monetary donations to organizations like World Central Kitchen. The brand is also offering mental health resources through its Rare Impact Fund, which includes free therapy sessions for wildfire victims.

Through its Rhode Futures Foundation, Rhode is providing emergency relief funding to support local workers, families, and first responders impacted by the fires.

Clean beauty brand Saie has contributed to the California Fire Foundation’s Wildlife Disaster & Relief Fund.

Summer Fridays has donated over $475,000 in monetary and product support to L.A.-based organizations like the Los Angeles Fire Department, Baby2Baby, the Pasadena Humane Society, and World Central Kitchen. On Jan. 14, the brand donated 100 percent of net sales (up to $100,000) on purchases made at summerfridays.com to wildfire relief efforts.

Luxury skincare brand Tatcha is partnering with World Central Kitchen to support wildfire relief efforts. Alongside donations to the organization’s hot meal program, Tatcha is providing skincare products to bring small moments of comfort to those displaced by the fires.