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New initiative to support beauty professionals impacted by WGA and SAG-AFTRA strikes launches

Sophie Smith
14 August 2023

Beauty4Beauty, a new industry-wide initiative to help beauty professionals impacted by the ongoing WGA and SAG-AFTRA strikes, is calling for brands to get involved.

The initiative is encouraging beauty brands and affiliated companies to provide unemployed and underemployed professional makeup artists, hair stylists, and manicurists with meaningful work opportunities for the duration of the strikes.

As part of this, brands joining Beauty4Beauty will hire beauty professionals for projects including social media and web content, photoshoots, paid advertising and PR events.

It also encourages brands to announce they have joined the Beauty4Beauty campaign on their social media channels, promote the artists they hire and showcase their work.

Brands will individually manage artist outreach, contracts and scope of work. Should the strikes persist, brands will also have the option of increasing their contributions to provide further relief.

The initiative has been developed by celebrity makeup artist Matin Maulawizada, Founder of Lashify Sahara Lotti, and Founder of Coterie Global Ellen Maguire.

Beauty Matin Maulawizada

Matin Maulawizada

Maulawizada told "In the age of influencers, a film and TV beauty professional's opinion is still worth its weight in gold.

"For brands, paid posts without scripted material would be an amazing way help to generate income for film artists that have brought them visibility and have been using their products on set repeatedly.

"Beauty4Beauty is a call to action. We are asking brands and others who benefit from the organic support and work of the beauty artist community to hire us to create content, provide hair and makeup for e-comm shoots, appear on a brand’s social media, and any other creative project that would benefit from our talents.

"We simply want to work, and even a small job can have a major impact during the strikes. We’re relying on the generosity of beauty brands to help the beauty community during our time of need. And in return, they will receive brand-focused, inspiring content and our unwavering support."

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