Beauty Backed: The cosmetic brands supporting the 'overlooked' professional industry

Notable donations include financial aid from Trinny London, Sunday Riley, Elemis, Cult Beauty and Deciem

A campaign launched by Caroline Hirons to provide financial support for struggling beauty therapists, aestheticians and make-up artists has raised nearly £300,000 since Monday.

Due to a U-turn by the British government, many members of the professional beauty industry are forbidden to return to their careers and, due to lockdown, have been unable to do so for almost five months.

Beauty Backed – in partnership with Hirons, BABTAC and the British Beauty Council – is calling for monetary donations from consumers, retailers, brands and the wider beauty industry.

Notable donations include £25,000 from Trinny London and £10,000 each from Zelens, Sunday Riley, Elemis, Cult Beauty, Tan Luxe and Deciem.

Other brands which have offered monetary aid include Kate Somerville, Dennis Gross, Dr. PawPaw, Dermalogica UK, Murad Skincare UK, Space NK, Chantecaille Beauté, REN Clean Skincare, Medik8, Paula's Choice, FaceGym, Pai, Aurelia, Ultrasun, Nails Inc and Bondi Sands.

Hirons explained to her 500,000 Instagram followers that no donation is too small and she is calling in favours from PR agencies and brands.

"We cannot keep letting our industry be left behind when so many people have fallen through the cracks," she said while streaming on IGTV.

Beauty Backed exceeded its original £100,000 goal within 24 hours.

The money raised will be donated to Hair & Beauty Charity, a UK-based NGO that offers financial support to industry professionals and their children due to unforeseen circumstances such as illness and bereavement.

"The aim is just to get beauty up and working again," continued Hirons on Instagram.

"I would hope that we can get rid of this campaign in a month. My fear is that they're not going to open and we are going into a second lockdown and, in which case, most of our industry is completely screwed."

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