Last year towards the end of August and beginning of September, the month we launched, South Africa saw an immense amount of GBV attacks which led to protesting and uproar in our country. In this time we were launching our company and we decided to hold back for a few days due to these events pointing to a really important social issue in our country. Change was needed and needed urgently!
After holding back for a few days, we decided not to hold back anymore but launch with a powerful initiative to not only add value to the beauty industry but to make a difference by donating a percentage of our Launch Collection's proceeds to a Women's rights/GBV organisation. We went out on a limb, having faith that even before we launched, we would make a turnover to support this cause!
We are so passionate about this initiative because as a 100% female owned brand, we CANNOT and WILL NOT stand for the injustice against and inhumane killings and abuse of our sisters and children.
Nearly one year later and we are so proud to announce that we have donated a portion of these proceeds to the TEARS Foundation, an organisation that provides access to crisis intervention, advocacy, counselling, and prevention education services for those impacted by domestic violence, sexual assault and child sexual abuse.
What we LOVE about this organisation is that even though its women led and women focused, there is NO gender discrimination! Male, Female, Gay, Trans, etc- if you have been affected by domestic abuse or any sexual assault they will assist you.
As we enter Women's Month again, we cannot say that GBV has died down nor has any change come about with this issue in our country, which is very sad.
It is for this reason, that we are determined to make any difference we can and will be donating 20% of profits from all sales for August to the TEARS FOUNDATION.
We take pride in being a purposeful brand, by giving back to our community and making the small difference where we can.
Thank you for all your support. Without you this would not be possible!
Happy Women's Month Babes !
For more information visit: www.tears.co.za
Absolutely amazing guys! ❤️
Honestly this is such a beautiful campaign!!! You are all doing such an amazing job and helping so so so many beautiful souls ❤️
I take my hat of to Hebe ✨ keep going, because your only heading in the right direction.
Wishing everyone all the hope and healing out there ❤️