Saie touches 37 beauty brands for every body campaign – WWD

Nearly 40 beauty brands have found a new cause to rally for.

The Every Body campaign, designed by Saie Laney Crowell’s founder and CEO, is a collective effort of 37 beauty brands to raise money for SisterSong, a national organization that “supports the people most affected by abortion bans,” she said. Crowell at WWD.

Each brand repackages a best-selling product in a green outer carton to sell on the campaign website, which launches on Tuesday. One hundred percent of the proceeds from each product will be donated to SisterSong. According to the organization’s website, “[draws] thousands in movement “and”[builds] the capabilities of mid-career activists “, as well as” mobilizing a broad base of women of color and allies in rapid response actions online and in person. ”

Participating brands include Alpyn Beauty, By / Rosie Jane, Caliray, Elf Cosmetics, Fable & Mane, Freck Beauty, Furtuna Skin, Glow Recipe, Hatch Mama Beauty, Herbivore Botanicals, The Inkey List, Iris & Romeo, Josie Maran, Jouer Cosmetics, Kate McLeod, Keys Soulcare, Kinfield, Kopari, Live Tinted, Make Beauty, Maude, Megababe, Mented Cosmetics, Nécessaire, Nette, The Nue Co., The Outset, Pacifica, Phlur, Prose, Saie, Tenoverten, Topicals, Veracity, Versed, W3ll People and Youth to the People.

“I don’t believe in competition, there is such incredible power in numbers that comes from collaboration,” Crowell said. “The Every Body campaign has become the largest reproductive justice campaign the beauty industry has ever had and I was so excited about the reactions from brands when I approached them with this crazy idea. It was a resounding “yes” practically across the board “.

The combined reach of brands’ Instagram accounts reaches 13.8 million followers, while their TikTok followers reach 2.4 million. Influencers selected for the campaign have a combined following of 255 million, and brand founders reach 28.3 million on Instagram.

“The range will be great. It honestly has nothing to do with competition, it has to do with real change and we are able to make real change together, ”Crowell continued. The timing of the campaign also has to do with the mid-term elections, which will take place on 8 November. “Our hope is not only to raise funds and raise awareness, but also to make the medium-term conversation huge.”

Crowell said the meaning behind the green outdoor cartoons was “inspired by the green bandanas and green smoke that were featured during the abortion demonstrations, and that the green started in Argentina. It is a symbol of hope, health and life … all these brands are global brands, this is a global issue and we are united in global solidarity. “

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