Beauty and Wellness Brands Form BeautyUnited to Support COVID-19 Frontline Workers


Two months ago, BeautyBlender launched its Bounce Concealer; Huda Kattan veered into skincare with Wishful, and Uoma Beauty was gearing up to drop its Carnival-inspired collection. Then the spread of the coronavirus intensified and completely upended the industry.

As the industry continues to make donations to COVID-19 relief efforts, a bevy of brands has banded together to form BeautyUnited, an initiative meant to support the workers on the front lines of the global crisis.

The group was created by BeautyCon founder and CEO Moj Mahdara and also includes some of the beauty's heavyweights, such as Gwyneth Paltrow (Goop), Huda Kattan and Mona Kattan (Huda Beauty and Wishful), Sharon Cutler (UOMA Beauty), Drew Barrymore (Flower Beauty), Debbie Perelman (Revlon), Bobbi Brown (Evolution_18), Victoria Beckham (Victoria Beckham Beauty), and more.

The mission of the organization is to raise money and bring awareness to the Frontline Responders Fund by asking the community for small donations to raise $10 million that will go toward protective gear for essential workers. Members are also working to provide donations of personal beauty care products to healthcare workers.

BeautyUnited's first donation was to the Jacob Javitz Center, which has housed the annual BeautyCon event and is currently serving as a makeshift hospital.

"I stand in solidarity with beauty and wellness founders to mobilize the resources we have to support doctors, nurses, and all the healthcare workers on the front lines of this pandemic," Mahdara said in a statement. "We are resolved to support in collective actions that can have a big global impact. Now is the time to be UNITED."

For the full list of participants and more information on how to donate, visit

Nerisha Penrose Assistant Editor Nerisha is the assistant editor at, covering all things beauty and fashion.

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