Last week’s hurricane-force winds with gusts up to 100mph fueled fires that swept through and destroyed entire communities across L.A. county, making this one of the most destructive firestorms in California’s history. To date, at least 15 people have died and more than 5,000 buildings have been destroyed or damaged.
The Palisades Fire is currently the largest wildfire, with over 22,000 acres burned and just 11% containment. The Eaton fire, which leveled the entire town of Alta Dena, is the second largest. As of early Sunday morning, 11 people had lost their lives, it had burned through almost 15,000 acres, destroyed over 7,000 structures, and was at 27% containment. The Hurst fire in Sylmar is listed at 89% containment, and the Sunset, Kenneth and Lidia fires are listed at 100% containment – for now.
The risk for increased fire activity remains; the National Weather Service has issued a Red Flag Warning that is in effect for L.A. and Ventura counties until Wednesday. Existing fires could grow rapidly and new fires could still pop up anywhere across the southern California region.
As the nation grapples with how to provide much-needed assistance to those impacted by the fires, brands are also stepping in to do their part. Given that L.A. is the home of many major fashion and beauty players, this crisis is personal for those in both industries. A number of companies and brand founders have taken to social media to express their support for those affected by the wildfires, offer resources and take action to help provide aid.
Below is Fashionista’s current list of how fashion and beauty brands are supporting those affected by the L.A. wildfires through donations, calls to action and more.
Amika
Hair-care brand Amika is teaming up with brands to send care packages to those in need. It also shared on its Instagram story that it donated to the CA Fire Foundation. “Our hearts are with everyone affected by the devastating fires,” Amika shared on Instagram. “To the brave first responders and the countless individuals stepping up to help, thank you for your courage and kindness.”
Andrew Fitzsimons Hair
Andrew Fitzsimons, founder of his eponymous hair-care brand, is also a founder of the Trans Cosmetic Donation Program who is partnering with the Trans Wellness Center in L.A. to donate to those impacted by the fires. You can donate to the L.A. Trans Wellness Center at 3055 Wilshire Blvd., Unit 360, Los Angeles, CA 90010.
BAA
L.A.-based clothing brand BAA is providing free core garments to L.A. families affected by the fires. For those in need, message BAA with quantity and sizes and the brand will set up a pick-up day this week or weekend to distribute the goods. If L.A. families cannot attend the pick-up, BAA will organize courier.
Benefit Cosmetics
Benefit Cosmetics is donating to the American Red Cross to support those affected by the wildfires. “To our neighbors in Los Angeles, we are standing with you in the face of these devastating wildfires,” the brand wrote on Instagram. “Our hearts go out to the affected communities, which include many members of our Benefit family, as well as firefighters and first responders.”
Beyond Yoga
In a statement of support to the L.A. community, Beyond Yoga also shared that it is working on compiling essential items to support victims of the fires.
BK Beauty
Now through Jan. 11, BK Beauty is donating 100% of its net proceeds from sales on bkbeauty.com to the California Community Foundation.
Boll & Branch
Through bedding brand Boll & Branch’s Helping From Home initiative, anyone can nominate someone affected by the L.A. wildfires to receive bedding. If you or someone you know has been affected and is in need of bedding, visit here to nominate them for assistance.
Bubble
Skin-care brand Bubble shared that it is donating thousands of products to those affected by the fires. The brand is also making an immediate donation to the Los Angeles Fire Department Foundation.
Burst Oral Care
Burst Oral Care and its co-founder Brittany Stewart have been helping to facilitate food, water, generators and more to the fire departments in L.A. The company has also partnered with Baby2Baby to send toothbrushes and floss to those in need. Stewart, who is located in L.A., is also assembling manpower to help distribute these items with Baby2Baby, alongside other hygiene items.
By Rosie Jane
By Rosie Jane will host a gifting suite at its headquarters (630 Justin Ave., Glendale, CA 91201) on Jan. 17 from 11 a.m. to 3 p.m. PST to provide aid to those impacted by the fires. For brands interested in participating, By Rosie Jane is asking that donations for the gifting suite be sent to its headquarters by Wednesday, Jan. 15.
Calpak
Calpak announced on Instagram that it is working with different brands and organizations to distribute its bags. If you know of organizations in need of luggage, duffels, backpacks and baby bags, DM Calpak on Instagram.
CocoKind
For those displaced by the L.A. fires, Cocokind is helping to pay for at least 10 rooms at a local hotel this week. Reach out to info@cocokind.com if you need a place to stay.
Collina Strada
Collina Strada posted on Instagram on Thursday that it will be donating clothing and supporting clothing drives for those impacted by the wildfires. In the brand’s post, it shared evacuation resources and safety information while also calling upon its followers to assist in any way they can. “If you have the means, I encourage you to join me in contributing to relief efforts—whether through donations, fostering an animal, volunteering or simply spreading awareness,” the brand wrote on Instagram.
Colourpop
Colourpop is donating products to local organizations serving those affected by the wildfires “as a small way to provide comfort and restore a sense of normalcy to those affected,” the brand shared on Instagram on Wednesday. The beauty brand asks those involved with local organizations looking for goods for donations to contact the team directly at social@colourpop.com.
Cotton Candy L.A.
Clothing brand Cotton Candy L.A. is donating 30% of its proceeds to the LAFD Wildfire Emergency Fund from Jan. 9 through Jan. 16. “Cotton Candy L.A. stands with our community during this difficult time,” the L.A.-based brand wrote on Instagram stories. “To support those on the frontlines, we are donating a portion of proceeds to the LAFD Wildfire Emergency Fund. This contribution will help provide essential resources to the brave firefighters working tirelessly to protect our city.”
DedCool
L.A.-based fragrance brand DedCool announced in an Instagram story that it is partnering with Ouai to purchase 500 firefighter meals from Le Great Outdoor in Santa Monica. DedCool and Ouai will be donating a combined $10,000 worth of meals (providing 500 meals) and Le Great Outdoor will be matching the donation to provide 1,000 meals total.
Dippin Daisys
L.A.-based swimwear brand Dippin Daisys is donating apparel to local organizations. Those collecting clothing donations can DM Dippin Daisys on Instagram. In its post, the brand also shared resources for finding current information, transportation, shelter, animal evacuation shelters, volunteer opportunities and free items (including N95 masks and food).
Dolce Glow
Starting Thursday, Jan. 9, Dolce Glow is collecting donations at its office to support first responders. The brand is asking for donations of blankets, sealed/non-perishable snacks/food, water, Gatorade/electrolytes packs, tooth brushes, toothpaste, toiletries, baby wipes and body/cleansing wipes to be delivered to 1621 First St., Unit 5, San Fernando, CA 91340.
The brand also shared videos on its Instagram story of its team delivering donations on Wednesday night. “Our hearts are heavy as we witness the devastation caused by the fires,” Dolce Glow shared on Instagram stories. “We are sending our love and prayers to the families affected, to the incredible first responders working tirelessly day and night and to the entire community. Your strength and resilience inspire us, and we are beyond grateful.”
Fara Homidi Beauty
Fara Homidi Beauty will donate 15% of its January sales from farahomidi.com to the California Community Foundation Wildfire Recovery Fund.
Farmacy Beauty
Farmacy Beauty shared in an Instagram post that it has donated to the L.A. Regional Food Bank in order to help those affected by the fires gain access to nutritious food. The brand is also donating essential skin-care products to provide comfort and relief to those in need.
Figs
Figs, an L.A.-based healthcare apparel company, is providing PPE and essential supplies to hospitals, providing meals for healthcare professionals and their families, sending scrubs to healthcare workers in need, helping with the cost of childcare and supporting local relief efforts. For anyone in need in the healthcare community, reach out to hereforla@wearfigs.com with all requests for the brand’s support.
For Love & Lemons
In addition to organizing donations, For Love & Lemons is sending clothing packages to people who have lost their homes to the fires. If you or someone you know has lost their home, DM For Love & Lemons with the name, sizing and best address for a clothing package. “We will send as much as we can to people in need,” the brand said in its Instagram story.
Frances Valentine
On Thursday, Frances Valentine posted on its Instagram story that it will be donating 100% of its proceeds from its Canvas Heart Totes to the American Red Cross to support relief efforts. The Canvas Heart Tote is available here for $48.
G&B Digital Management
G&B Digital Management is organizing a donation drive on Thursday, Jan. 9 to provide critical supplies for those impacted and will be focusing its efforts on Koreatown YMCA and Anderson Munger Family YMCA. The company is asking for donations of food, water, blankets, clean clothing, masks, basic hygiene products and emergency supplies.
Donations can be sent to Kyle Hjelmeseth, G&B Digital Management, Inc. at 5410 Wilshire Boulevard, Suite 900 in Los Angeles, CA 90036. Drop-off hours are from 7:30 a.m. to 3 p.m. G&B Digital Management will continue to accept and deliver supplies in the days ahead.
For those looking to provide resources or help distribute donations, DM or email the company directly at @gnbinfluence, @kylehjelmeseth and kyle@gb-dm.com.
G&B Digital Management also provided resources for further donations, shelter locations, recommendations for what to pack for those evacuating, emergency contact information and up-to-date information.
Glossier
In an Instagram story posted on Thursday, Glossier shared that it is donating products to organizations providing essential items to those impacted by the fires.
Glow Recipe
Glow Recipe donated $100,000 worth of essential skin-care products, including cleansers, SPF and treatments to assist those in need. Babylist is on the ground helping to distribute these products.
Jan Marini Skin Research
Jan Marini Skin Research is donating 15% of all proceeds from purchases made on janmarini.com this January to wildfire relief efforts. “Our hearts are with everyone affected, including our team members, local businesses and families,” the brand shared on Instagram. “Thank you to the brave firefighters and emergency response teams for working tirelessly to protect our communities.”
Jenni Kayne & Oak Essentials
Both the Jenni Kayne and Oak Essentials teams are partnering with members of the L.A. community to send care packages to those affected by the wildfires. Once its L.A. stores reopen, it will begin accepting Baby2Baby donations at its Brentwood, West Hollywood, Newport Beach and Montecito stores. An assortment of Oak Essentials minis and full-size products will be available at its Brentwood, West Hollywood, Newport Beach, Palo Alto, Marin and Carmel locations starting Tuesday, Jan. 14 for those affected to stock up on essentials. “We’re eager to help our Southern California community in any way we can, so please don’t hesitate to reach out as we continue to find more ways to offer support,” the brand wrote on Instagram.
LoveShackFancy
On Wednesday, LoveShackFancy posted a fundraiser to Instagram to raise money in support of the L.A. Fire Department. As of Thursday morning, the brand has raised more than $45,000. To support the fundraiser, visit LoveShackFancy’s Instagram or donate directly to the LAFD here.
Madhappy
The Madhappy Foundation is accepting donation requests from those displaced by the L.A. fires. Visit here to request apparel donations.
Madhappy also shared resources for evacuation and animal shelters on its Instagram story. “Our hearts are with all the people affected by these fires throughout our city,” Madhappy shared via Instagram stories. “Thank you to the first responders and firefighters working around the clock to contain them. Los Angeles is at its best when we come together.”
Marei1998
New York City-based clothing brand Marei1998 is donating 10% of its January sales on marei1998.com to the Wildfire Recovery Fund of the California Community Foundation. The brand is also donating a Marei1998 item to anyone in L.A. who had to evacuate (up to 1,000 items) and those affected can DM the brand at @marei1998official.
Milk Makeup
Milk Makeup announced that it will be donating to organizations providing immediate relief and long-term recovery for those impacted by the L.A. wildfires. “We’re witnessing the incredible strength of L.A.’s people – communities coming together to show up for one another,” the brand shared on Instagram on Thursday. “We’re thinking of you and your courage, resilience and unbreakable spirit during this devastating time. We’re especially grateful to the first responders, community organizers and shelters doing everything to protect the city, its people and animals.”
Mugwort Mugwort
Children’s clothing brand Mugwort Mugwort is compiling clothing, toys, supplies and donations for those devastated by the fires, according to its Instagram story. The brand is accepting any gently used items for its donations as well. For those interested in donating, Venmo @yoonion or Zelle inquiry@mugwortmugwort.com.
Nia
Nia, an L.A.-based clothing brand, is donating 30% of all proceeds to the Pasadena Humane Society from now until Jan. 16. On its Instagram story, the brand also shared resources for pet owners affected by the wildfires, including the Lange Foundation, Los Angeles Equestrian Center, Agoura Animal Shelter, Pasadena Humane Society, SpcaLA and Dogtopia of East Pasadena.
Pura Vida
California-based brand Pura Vida launched a Los Angeles Wildfire Relief Bracelet ($8). For every bracelet sold, Pura Vida will donate 100% of the net profits to Direct Relief, an organization providing medical aid, wildfire kits, N95 masks and emergency funding to those who need it most.
Quickies
Starting on Jan. 9, press-on nails brand Quickies is donating all profits from sales on its website getquickies.com to the LAFD for as long as the brand can sustain as a small business. “As a founder and a human being I will always believe in people over profit,” founder Bailey Stanworth wrote on Instagram. “I will always do what I can to show up and support those who have supported me.”
Rebecca Minkoff
Rebecca Minkoff and the Female Founder Collective are hosting a fundraiser on Instagram for the LAFD Foundation. So far, they have raised more than $1.2 million.
Rhode
Hailey Bieber’s beauty brand Rhode took to Instagram stories on Wednesday to share that Rhode Futures Foundation is supporting local organizations working on the frontlines and “helping to ensure that our community gets the support it needs immediately and in the long-term.” The organizations it is supporting include the LAFD Foundation, Baby2Baby, California Community Foundation and Pasadena Community Foundation.
Rōz
Rōz is donating 10% of its January sales to the California Community Foundation – Wildfire Recovery Fund and working to supply essentials to local evacuation shelters such as the Dream Center. For those who have been impacted by the fires or left their homes in a rush, the brand asked them to reach out to hello@rozhair.com to provide hair-care essentials.
The hair-care brand shared links to organizations for its community to support, including the California Community Foundation – Wildfire Recovery Fund, American Red Cross / Wildfire Relief, California Fire Foundation and World Central Kitchen. It also provided locations of local shelters for those affected: The Dream Center, Westwood Recreation Shelters, El Camino Real Charter High School, All Saints Church and Pasadena Convention Center.
Saie
Beauty brand Saie has made a donation to the California Fire Foundation Wildfire & Disaster Relief Fund. “We are so heartbroken watching the wildfire devastation across Los Angeles — home to so many of our Saie team members and our community,” the brand shared on Instagram. “Our hearts go out to our SoCal community and all those affected by the magnitude of this disaster. Thank you to all the firefighters, first responders and rescue teams for their heroic round-the-clock work to ensure our safety.”
Set Active
Clothing brand Set Active shared on its Instagram story that it compiled care packages to donate to those affected by the fires with the help of other apparel, beauty and wellness brands, including Elwood, Loved01, Chasen Creative Media, Ouai, Paul Mitchell, Salt & Stone, Byoma, Elf Cosmetics, Keys Soulcare, Halotied, Stitches + Stripes, One Grey Day and Evolve Together.
Stoney Clover Lane
Stoney Clover Lane announced on Wednesday that it is compiling bags to support those who may have lost everything in the L.A. wildfires. It called upon brands who are able to donate 250+ units of essentials, clothing, makeup, skin care or other products and asked them to reach out directly over Instagram DM or by email at press@stoneycloverlane.com.
Sugared + Bronzed
Sugared + Bronzed has reserved a block of hotel rooms near LAX that it is opening up to anyone in its communities (Sugared + Bronzed employees, their families and L.A. in general) who have been displaced due to the fires. Interested parties can DM the brand on its Instagram and Sugared + Bronzed will place them in a hotel room while they have space.
The A List
Marketing agency The A List is accepting donations on Jan. 10 and Jan. 13 to support those affected by the L.A. fires. This week, it will host anyone impacted, where they can pick up essentials such as clothing, cosmetics, children’s items and more. If anyone is interested in getting involved (brands or personal donations), they can reach out to Morgan Adams at madams@thealist.us.
Tower 28
On Wednesday, Tower 28 took to Instagram stories to share resources for evacuation shelters, including Westwood Recreation Center, El Camino Real Charter High School and Pasadena Civic Center. It also shared additional resources to remain updated on the fires, such as @calfire and @ktla5news on Instagram.
Tower 28’s founder Amy Liu also posted on Instagram stories that she is pulling together brands for a community gifting suite next week to support those affected by the fires. So far, Osea, Everlane, American Vintage and Tower 28 will participate. For those interested in helping, reach out to Liu on Instagram at @amyliu_t28.
“Our hearts are with everyone impacted by the fires in Los Angeles,” Tower 28 shared via Instagram stories. “As a brand born and raised here, with team members in this city we call home, we are deeply saddened to see our community facing this situation. We’re immensely grateful to our firefighters and first responders for their bravery.”
UNice
UNice is donating food, water, clothing and hygiene supplies to local shelters.
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