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Companies of all scales are supporting Los Angeles through tragedy. Amidst the devastating wildfires sweeping L.A., some of our favorite fashion, beauty, home and lifestyle brands are donating a percentage of proceeds to wildfire relief efforts.
Below, see a running list of clothing, jewelry, makeup and hair care brands giving back to the City of Angels. The Hollywood Reporter will update this list as new companies announce contributions.
Fashion, Beauty and Home Brands Donating Proceeds to L.A. Fire Relief
Azlee Through the end of 2025, each piece of jewelry sold from the Santa Monica-based brand will help support the Pasadena Humane Society & the American Red Cross
Blu Atlas Individuals can select up to three 100% free personal care products (shampoo, deodorant, soap etc.) that they need most at this time — no credit card required and free shipping included
Clare V. All profits from Clare V.’s Los Angeles Je T’aime collection will be donated to The American Red Cross which is providing safe shelter, food, essentials and support for those affected by the fires
Clare V. Los Angeles Je T’aime Classic Tee
Cotton On From Jan. 13 through 26, 100% of Cotton On Foundation funds collected in the United States (online and in store) will be donated to Project Hope, an organization that is actively on the ground working to provide aid for those affected by the wildfires
Emily P. Wheeler L.A.-based jeweler Emily P. Wheeler is donating 100% of proceeds from the Enamel Heart Studs to the California Community Foundation
Emily P. Wheeler Enamel Heart Studs for LA Fire Relief
Fanatics The athletic apparel website is partnering with Los Angeles sports teams on a series of LA Strong T-Shirts, with proceeds going towards the America Red Cross and LA Fire Department Foundation; the shirts are also available to shop on the Dick’s Sporting Goods website
Figs L.A.-based healthcare apparel company Figs has launched a limited-edition tee shirt/under scrub, available in women’s and men’s sizing, with 100% of proceeds going directly to Project Hope to support frontline healthcare workers showing up for the LA community
Frances Valentine After the brand’s Canvas Heart Easy Tote completely sold out (which donated 100% of proceeds to LA Wildfire Relief and Rescue), Frances Valentine pledged to donate 10% of profits from the Warehouse Sale to The Red Cross to support LA wildfire relief and rescue; Frances Valentine’s Warehouse Sale is live now and offers up to 75% off styles from the archive plus free shipping
Grace Lee The jewelry brand will be donating all proceeds from sales of the Bangle Collection to the LA Fire Department; plus, Grace Lee is gifting a Resin Ring and Resin Pod Necklace to anyone who has lost their home during the LA fires (find more information on the brand’s Instagram)
Harwell Godfrey The limited-edition Charity Heart, made from 1.59 carats of natural white diamonds and 18K yellow gold, will be available to purchase through Jan. 31 with 100% of profits benefitting the LAFD Wildfire Emergency Fund
Homage The vintage-inspired apparel brand is donating 100% of net proceeds from its new City of Angels design to the American Red Cross to support people impacted by the California fires; the new design is printed on adult crewneck sweatshirts, adult t-shirts and youth t-shirts
Homage City Of Angels Crewneck
Honor the Gift Honor The Gift and Why Not? Foundation, both founded by NBA star Russell Westbrook, have teamed on a limited edition t-shirt with 100% of net proceeds going directly to residents of Altadena and Pasadena
Jacquie Aiche The brand will be donating 100% of proceeds from the Tribe Together Tote to the California Fire Foundation
Jenna Blake The L.A.-based brand is donating 50% of all January sales to support fire relief
Katkim The jewelry brand will donate 100% of the proceeds from all Crescendo Chain Necklace sales to the California Fire Foundation.
Kora Organics Miranda Kerr’s certified organic skin care brand is donating a percentage of all sales through January to support LA Wildfire Relief; customers are also able to add a donation upon checkout online
Little Words Project The brand is donating 100% of proceeds from the sale of its Resilience bracelet to the Wildfire Recovery Fund by the California Community Foundation
Little Words Project Resilience Bracelet
Lizzie Mandler For the next year, Lizzie Mandler will be donating 100% of the proceeds of its Linked necklace to three organizations working to help rebuild the city of L.A.: LAFD Foundation, Pasadena Human and Baby2Baby; in addition, the jewelry brand will be donating 20% of proceeds of all sales on the website and in its Sycamore store to fire relief efforts for the month of January
Lush 75% of the sales price from each bar of Flame Fighters Soap will be donated towards emergency aid assistance to humans and animals impacted by the Los Angeles wildfires; this is in addition to the 15,000+ individual soaps, shower gels, body moisturizers and other hygiene products, 4,000 safety face masks and 6,000 pairs of socks the brand is donating
Made by Mary 100% of proceeds from the California Love Disc Necklace will be donated to the World Central Kitchen, an organization on the ground providing critical aid
Made by Mary California Love Disc Necklace
Mia Moross Fine Jewelry The brand is donating 100% of proceeds from sales on The Gisèle Band to help those affected by the California wildfires through the Wildfire Relief Fund 2025
Peggy Li 100% of proceeds from the I Heart LA Necklace is being donated to L.A. fire relief, specifically the Pasadena Humane Society and IASTE Emergency Relief Fund, which aids workers in the entertainment industry
Peggy Li I Heart LA Necklace
Pink Chicken The clothing brand is launching a limited-edition bamboo PJ set and romper, with 100% of the profits going to Baby2Baby
Pura Vida For every Los Angeles Wildfire Relief Bracelet sold, Pura Vida will donate 100% of net profits to Direct Relief, providing life-saving medical aid, wildfire kits and emergency funding
Pura Vida Los Angeles Wildfire Relief Bracelet
Renna The jewelry brand is donating 30% of proceeds from all sales to LAFD Foundation
Rhode In addition to the $1 million the Rhode Futures Foundation is donating to support local organizations providing emergency cash payments to relieve mothers, caregivers and families displaced or deeply affected, the foundation will be donating 1% of all sales throughout Jan. and Feb.
Rōz Hair The hair care brand is donating 10% of January sales to the California Community Foundation – Wildfire Recovery Fund (according to the brand’s Instagram)
Seek & Swoon When you purchase the Malibu Throw, 100% of net proceeds will be donated to the California Community Foundation
Set Active The brand dropped a limited-edition LA Loves You Too Crewneck, with 100% of proceeds from each sale donated directly to the Los Angeles Fire Department; plus, a portion of proceeds from Set Active’s Core Collection will be donated to Los Angeles Fire Relief efforts
Set Active LA Loves You Too Cotton Fleece Crewneck
Sijo Customers can choose the Los Angeles Fire Department Foundation as their donated organization of choice at checkout; the bed and home brand’s ongoing giveback program includes up to four different organizations that customers can choose to donate to with their purchase, and one of its current partners, World Central Kitchen, is supporting the L.A. fires as well
Sundae School 100% of proceeds from the Venice B*tch Fleece will be donated to the CA Wildfire Recovery Fund
Sundae School Venice B*tch Fleece
Supply Los Angeles residents can claim up to three 100% free shaving and grooming essentials, including razors and shaving cream — no credit card required and free shipping included
Sydney Evan The L.A.-based fine jewelry brand is donating 100% of proceeds from two California-inspired charm necklaces to the Los Angeles Fire Department Foundation: the Eye Heart LA Necklace and the California State Necklace; learn more about Sydney Evan’s charitable efforts here
Sydney Evan Gold & Diamond Eye Heart LA Necklace
Sydney Evan Gold & Diamond California State Necklace
The Clear Cut 100% of profits from the L.A. Pendant will be donated to the Los Angeles Fire Department Foundation
Additional Aid From the Fashion and Beauty Space
Julia Flynn, who owns the public relations agency Cabine Creative in Los Angeles, announced in a Facebook group that she was opening her office to any stylists or showrooms that needed a safe space to store collections. In New York City, Francesca Simons, who owns an eponymous consulting business that works with L.A.-based jewelry brands Anita Ko, Suzanne Kalan, Jacquie Aiche and others, said she is donating to a variety of L.A. organizations, including the LAFD Foundation, the California Community Foundation and Baby2Baby. And Lorraine Schwartz, the New York jewelry designer who most recently provided gems for Salma Hayek Pinault, Sofia Vergara, Kylie Jenner and Heidi Klum to wear to the 2025 Golden Globes, also confirmed through her spokesperson that she has made donations towards the LA Fire Department and Baby2Baby.
New York-based fashion designer Rebecca Minkoff sent out an appeal via email on Thursday afternoon. “We are sending love to those that are affected,” Minkoff’s statement read. “Please join us in supporting the incredible LA Fire Department who are on the front lines by donating to supportlafd.org.” Alice Braccini, CEO of the Violetta Group public-relations agency in Los Angeles, likewise noted that her team is donating funds to the California Fire Foundation and the LAFD. “Our office neighbors at G&B Digital Management are leading a donation drive to different shelters,” Braccini added.
“Being in the world of talent management, we deal with every brand under the sun. We just did a fundraiser for Teach AAPI in December, so we’d already been working with brands like Aesop and Caudalie,” said Kyle Hjelmeseth, CEO of G&B Digital Management, which employs 13 talent managers and represents roughly 100 influencers. “From the jump it was pretty hard to determine where we should take the things we’re collecting, and we settled on the YMCA. We’re in the Wilshire corridor, and there are two near here that are central and secure, and they’ll distribute beyond their locations where donations are needed.” Companies wishing to donate products can contact G&B via its Instagram account.
Beauty brands also are jumping in directly to help. Based in Silicon Valley, SkinSpirit has made a one-time donation to the California Fire Foundation, while New York-based Nopalera, a Mexican beauty and lifestyle brand, is offering free Shower Kits to anyone who submits their information via Stories in the brand’s Instagram account. Sugared + Bronzed, a sugaring and tanning destination born in Santa Monica, has reserved a block of hotel rooms near LAX that they are opening up to anyone in their community (employees, their families and L.A. in general) who have been displaced due to the fires. Interested parties can DM the brand on Instagram and S+B will place them in a hotel room while space is available.
For more ways to help, THR compiled a list of organizations collecting donations and offering support to those affected by Los Angeles’ wildfires.
