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Displaced by the Palisades fire in Los Angeles, Amy Liu immediately took action. The Tower 28 Beauty founder mobilized her network to organize the L.A. Fire Community Support Event, a relief effort for those affected by the destructive and devastating wildfires. Over 150 beauty brands donated 70,000 pieces of product for the 700 impacted families that signed up to participate.
“Whether you have money or not, it is so overwhelming to have to start fresh,” Liu exclusively told Us Weekly at the event on Friday, January 17. “You have to go and buy everything all over again.” This gifting suite allowed individuals in need to shop for premium clothing and beauty free of charge.
“The thing that I wanted was it to be, like, Sephora turned to life,” the Tower 28 CEO said. “I think beauty is one of those things where it makes us feel like we’re solid. It makes us feel whole.”
Below are some of the essentials generously donated by luxury labels. They’re giving back so we’re paying it forward!
Tower 28 SOS Daily Rescue Facial Spray
This trio of Tower 28 bestsellers helps repair and restore irritated sensitive skin. First up is the award-winning SOS spray, a toner treatment that reduces redness and soothes skin. Then pucker up for the SOS Lip Softie, a hydrating lip balm that rescues dry, chapped lips. And finally, the SOS Cream plumps and moisturizes skin with a blend of hyaluronic acid and ceramides.
YSE Beauty Xtremely Rich Moisturizer
YSE Beauty founder Molly Sims was heavily involved in Tower 28’s relief event, spreading the word about volunteer opportunities and donating products — including this creamy moisturizer that brightens, hydrates and soothes skin.
Supergoop Unseen Sunscreen
Sun protection without the white cast? Sign Us up! This silky-smooth sunscreen provides SPF 40 with invisible application.
OUAI Leave-In Conditioner
OUAI founder Jen Atkin, who sadly lost her own home in the Los Angeles fires, offered her whole team to volunteer at the L.A. Fire Community Support Event and donated the brand’s Leave-In Conditioner. This heat protectant spray fights frizz, detangles and smooths split ends.
Summer Fridays Jet Lag Mask
Revitalize tired skin with this cult-favorite cream from Summer Fridays! This multitasking treatment delivers nourishing hydration as an overnight mask or daily moisturizer.
OSEA Undaria Algae Body Wash
Formulated with undaria seaweed, aloe, glycerin and blend of oils, this refreshing body wash leaves skin soft and smooth.
Loops Face Masks — 5-Pack
As seen on Hailey Bieber and Camila Mendes, Loops face masks are a celeb favorite! This hydrogel resurfacing mask is like a skin peel without the spa appointment. Get ready for bright, smooth, healthy-looking skin!
T3 Airluxe Hair Dryer
Fast drying without the damage! This T3 hair dryer cuts dry time in half while retaining 60% more of hair hydration.
Dae Signature Shampoo
Infused with rich botanicals and nutrients, this sulfate-free shampoo leaves hair soft and shiny.
Lanolips Multipurpose Superbaum
This award-winning product is not your average ointment! Part lip balm, part cuticle cream and part dry skin reliever, this non-sticky Superbalm will help you out if you’re in a sticky situation.
Kate Somerville Goat Milk Cleanser
Don’t let the goat milk throw you off! This gentle daily cleanser soothes dry skin with natural milk proteins, along with manuka honey, jojoba oil and avocado oil.