The holidays are a season of giving, and this year, Laura Geller Beauty decided to give back by joining forces with Beauty 2 The Streetz. The LA-based nonprofit — led by founder Shirley Raines — serves the city’s homeless population by offering necessities like hot meals and showers, paired with beauty treatments. For Laura Geller’s 2019 holiday campaign, the brand featured seven trans and cisgender women from Skid Row who embody the “Makeup Means Something” message.
In addition to highlighting the beauty of these women, the “Makeup Means Something” campaign is meant to shine a light on the 60,000 people in LA experiencing homelessness. “There’s a fine line between exploiting and educating, but showing people is not shaming them,” Raines explained. “There are so many different cultures, races, ages, gender identities, and sexual orientations that are mixed together in the streets. Someone finally took a chance and showcased that diversity, illustrating that homelessness affects people from every walk of life.”
Laura Geller Beauty pledges to continue donating to Beauty 2 The Streetz through 2020 and is selling a limited-edition t-shirt with 100 percent of the profits going back to the nonprofit. Watch the video above to get a closer look at the campaign, then keep reading to see the seven women featured.
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