fashion . Trends & Shopping

5 Times Beauty And Fashion Brands Stepped Up For A Cause

It's more than just glitz and glam

With beauty- and fashion-centric movies like The Devil Wears Prada or 13 Going On 30, we were given this stereotype that the two industries are made for overly snooty and dramatic people who are simply fixated on the glitz and glamour of their own elite world. But just like how trends evolve, those who live and breathe beauty and fashion have taken a stand to say 'no' against these claims and have proven that makeup and style are more than just superficial whims. 

For the past couple of years, celebrities, brands, and even publications, dared to move and decided to use the elegance and art found in beauty and fashion to dive into philanthropy, taking the term 'fashion forward' to new heights. So as we say 'yes' to this evolution, we decided to share some of our favourite moments when beauty and fashion were used for causes and movements. 


Emma Watson for sustainable fashion

As if she couldn't be any more perfect, Emma Watson has currently been making waves for her true-to-life Disney princess dresses and outfits. But behind her stunning looks, it's no surprise that the 26-year-old UN Ambassadress and feminism advocate decided to don pieces that stand for a significant cause. 

Aiming to promote sustainable fashion, Emma has been working and collaborating with ethical fashion brands and designers, such as ZADY, to come up with casual wear and red carpet-ready pieces that are made from recycled fabric and other environment-friendly materials. 

Maybelline and Covergirl for gender inclusivity

Hey, guys can wear makeup, too (and their MOTDs are turning us green with envy)! 

YouTube personalities James Charles and Manny Mua are the first two male Ambassadors for Covergirl and Maybelline respectively, shunning the stigma that makeup is only for women. So that's an A+ for gender equality!


Dove for universal beauty

One major criticism of the beauty and fashion industries is that they used to cater to the typical Barbie doll-like women, leading many to feel insecure about themselves. But Dove would have none of that. In the hopes of encouraging every woman — no matter their skin colour, age, body shape, and more — to believe that they are beautiful. And did we mention that they deliver their ads in the most tear-jerkingly amazing way possible?

MAC for HIV/AIDS research and initiatives

(Photo from:

Love your Ruby Woos and Velvet Teddy lipsticks? Why not move to the Viva Glam section on your next visit to MAC and score yourself another gorgeous lippie? You'll be supporting HIV and Aids research when you do so. That's right! Every cent of the selling price of a Viva Glam lipstick and lipgloss is donated to the MAC AIDS Fund, which aims to develop programs, as well as distribute health kits to communities, in the prevention of the disease. 


H&M for solidarity and unity

Social media paved the way for many organisations, both for and non-profit, to deliver and participate in causes, no matter which part of the world you're from. H&M took advantage of this by partnering up with the United Nations High Commissioner for Refugees (UNHCR), in spreading the word about culture, understanding, and closing the gaps between nations. 

The collaboration highlighted efforts that provided educational support for children displaced from their homes by war, unrest, and calamities. The two organisations used social media to spread the message while putting the goal to action by promoting that every H&M gift card sold during the holidays will help buy school supplies for child refugees.


Beauty and fashion initiatives start from within! Take a hand at body positivity with our top tips.