Beauty is Where the Heart Is

Beauty brands have been supporting philanthropic causes for decades, but the advent of social media has made sharing these viral campaigns with consumers practically effortless. From poverty to cancer research to education to end violence, we asked more than 4,400 beauty consumers to tell us* why social philanthropy matters to them, and to the industry overall.

When asked specifically about brands becoming more socially conscious, 88% agree they have noticed that more brands are supporting social causes, and 96% say that when given the choice between a product which supports a philanthropic cause and one which does not (of the same price and quality), they are more likely to choose the philanthropic product.

Philanthropy Drives Loyalty

At the heart of social giving and cause-based beauty is the very real fact that women just feel better when they use their spending power for philanthropic missions. In fact, 97% of women surveyed said they feel good supporting a brand that stands for a cause or donates a portion of its sales in support of missions such as fighting poverty, ending human trafficking or breast cancer research, etc.