L'Oréal USA Professional Products is doing its part by donating to the Professional Beauty Association COVID-19 Relief Fund, which supports licensed professionals in the US who are unable to work due to COVID-19. The fund supplies emergency aid for short-term needs like food and bills.
The brand has also announced an initiative to provide relief to Americans and small businesses alike by freezing the existing payments of very small and small-size enterprises in its distribution network, including independent hair salons, until businesses resume.
For National Stylist Appreciation Day on April 30, the L'Oréal USA Professional Products Brands — Matrix, Biolage, Redken, L'Oréal Professional, Pureology, Mizani, Kérastase, Shu Umera Art of Hair, Pulp Riot, and Baxter of California — are coming together to for the #SupportYourStylist initiative. This call-to action is in partnership with the Professional Beauty Association (PBA) Relief Fund. Together, they hope to raise $2.5M for the relief. To support stylists they're encouraging people to participate in the campaign on social media, pre-book appointments at their favorite salon, pick up "beauty products to-go" from the salons websites, and write a review online.