The devastating wildfires sweeping across Los Angeles continue to threaten lives and communities, leaving a trail of destruction. The fires, which began on January 7, were fueled by strong Santa Ana winds, rapidly spreading across affected areas. Regions such as Pacific Palisades and Altadena have suffered immense damage, with at least 16 fatalities and around 200,000 residents forced to evacuate.
Beauty Industry Leaders Among the Affected
The wildfires have not only devastated local communities but also impacted prominent figures in the beauty industry. Paris Hilton, founder of 11:11 Media and the soon-to-be-launched beauty brand 11:11 Beauty, shared on social media that her home had been destroyed. “heartbreak is truly indescribable,” she wrote. “So many people have lost everything. It’s not just walls and roofs – it’s the memories that made those houses homes.”
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Jen Atkin, the founder of Ouai and Mane, also lost her home. “This is weird to post but our house is gone,” she shared on social media. “Our whole area demolished. So many are displaced and feeling scared right now it’s almost too much to comprehend.”
Los Angeles-based makeup artist Nick Lennon faced similar devastation, losing salon equipment, makeup kits, and other valuables worth tens of thousands of dollars. “Thank you everyone for checking in and for your kindness,” he posted on social media. “My heart is breaking over and over again. This just isn’t fair.”
A Growing Wave of Support from the Beauty Industry
In the face of such an unprecedented disaster, the beauty industry has quickly mobilized to support relief and recovery efforts, with various companies and founders stepping up to help.
Donations and Essential Supplies
- Rhode: Founder Hailey Bieber announced donations to the California Community Foundation and Pasadena Community Foundation. Sharing donation links and relief resources on social media, she said, “Small actions can make a big difference.”
- Tower28: Founder Amy Liu opened the brand’s office as a donation point, collecting clothing and daily necessities to directly support affected individuals.
- Dolce Glow: The brand established its office at 1621 First Street, Unit 5, San Fernando, CA 91340, as a drop-off point for relief supplies. Prioritizing food and clothing, Dolce Glow has streamlined efforts to distribute these necessities efficiently.
- BK Beauty: From January 9 to 11, the company donated 100% of its net profits to the California Community Foundation. The brand also actively participated in volunteer activities to support relief efforts.
Emotional Support and Nourishment
- Bubble: The brand is offering skincare products for free to those in need. A dedicated email line (aid@hellobubble.com) has been set up to facilitate requests. “We hope to provide a small moment of comfort to those affected,” the company said.
- Tarte: The brand is donating a portion of its sales to Word Central Kitchen, a relief organization providing warm meals to both wildfire victims and firefighters.
Broader Relief Efforts
According to local firefighting authorities, strong winds and dry conditions continue to hinder firefighting efforts. Kristin Crowley, Chief of the Los Angeles Fire Department, stated, “We are absolutely not out of danger yet,” urging residents to stay vigilant.
Beyond the beauty industry, charitable organizations and international initiatives have expanded their support efforts. The Los Angeles Fire Department Foundation and the American Red Cross are conducting fundraising and recruiting volunteers.
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