Australia's biggest beauty brand just announced a massive COVID-19 support initiative

L'Oréal have offered a lot over the years, from phenomenal lippy formulas to the resurgence of multi-masking; but the brand's latest initiative may in fact top even the greatest contributions. Because while a dose of a stellar serum can certainly work wonders in the self-care arena during these trying times, they were determined to do more.

Allow us to introduce 'L'Oreal For The Future', a social and environmental solidarity program designed to address several issues (with a whopping 150 million euros - the equivalent of over $250 million Aussie dollars - pledged toward the cause).

Not only will they contribute to the regeneration of damaged natural ecosystems and efforts to prevent climate change, with 100 million euros dedicated to environmental impact investing, but they will also create a 50 million charitable endowment fund, equipped to support organisations that aid highly vulnerable women, the first victims of the social and economic crisis triggered by the global pandemic.

L’Oreal Chairman and CEO, Jean-Paul Agon shared the brand’s goals: “Over the coming months, our societies will face social crises giving rise to situations of great human suffering, particularly for the most vulnerable. At the same time, we are fully aware that environmental challenges are increasingly pressing. It is essential not to step back from the sustainable transformation that the world needs. We therefore wish to reaffirm our commitment to the environment and to the preservation of biodiversity, and to help mitigate the social crisis for women. These two causes reflect the values and the historic commitment of L’Oréal,” he announced.

In trying times, it's uplifting to see beauty brands giving back. We'll be swiping on our favourite L'Oreal lipsticks with gratitude and pride.

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Main image credit: L'Oréal Group