The power of giving back

Have you ever considered how your business is in an amazing position to support others? With a base of loyal, receptive clients who know you and the causes you are passionate about, you can make a difference to communities in need.

When thinking about giving back through your business, it’s likely that monetary donations spring to mind. In the current cost of living crisis, it may seem presumptuous to expect customers to provide donations when they already spend money on their treatments – but the benefits of supporting causes are huge. Non-profit organisation, Pro Purpose, which helps businesses make charitable impacts, details that purpose-driven companies are more likely to be considered trustworthy. It shares that 78% of consumers would encourage others to buy from a purpose-driven business.

But how can you start your philanthropy journey? We’ve rounded up charitable initiatives by salons and brands to provide inspiration...

Jo Bennett

Charity collections

After Jo Bennett’s twin daughters, Olivia and Evie, were born premature and with twin-to-twin transfusion syndrome, she felt passionate about giving back to those that helped her through the challenges. The owner of Hampshire business, Jo Bennett Nail Artistry, tells Scratch: “Both twins caught respiratory syncytial virus (RSV) when they were two months old, and Olivia was blue-lighted to the intensive care unit in Southampton General Hospital. We were offered a room at Ronald McDonald House, which provides free accommodation to families whose children are receiving treatment at the hospital. This meant we could stay together as a family and be close to Olivia’s ward. The organisation doesn’t just provide a place to stay; it gives out supplies like nappies and food.”

Determined to support Ronald McDonald House, Jo collected items that its guests would need during their stays, and this has become an annual tradition for her business. “Every Christmas, I wrap gifts for the families staying at the House, and donate festive food,” Jo explains. “At Easter, I collect toys, games, craft kits and chocolate.”

Jo also coordinated a raffle for Bliss, a charity for premature babies, which included prizes donated by local businesses. Additionally, she was able to present almost £1,000 to Friends of PICU, a charity for Southampton General Hospital’s paediatric intensive care unit.

Jo’s husband, Mark, and daughter, Evie, with a cheque for Friends of PICU.

“The process of organising these initiatives has been straightforward,” Jo reveals. “I plan the date I’d like to deliver donations, then announce this on social media, giving my followers as much notice as possible. I share the posts regularly and use local social media pages to spread the word. I am organised and keep notes, so I can include the names of all who donate on a card to Ronald McDonald House each year. “My clients have been incredibly supportive and gladly donated items and money. If they have been unable to donate, they have spread the word to family and friends.”

@jobennettnailartistry

Charlotte Lowe

Making an OPImpact

OPI UK field educator, Charlotte Lowe, shares how the brand’s education team has hosted initiatives to support charities...

“Throughout 2024, the OPI UK&I education team held numerous charity manicure days at its offices in Wimbledon and Bournemouth. These events encourage members of staff to book manicures and donate to Little Princess Trust. The charity provides free wigs to children and young people, who have lost their hair due to cancer or other conditions.”

“I presented a career talk for The King’s Trust charity, during its ‘Get Started with Nails’ course. The organisation supports young people from disadvantaged communities and those who are facing adversity, by helping them build the confidence and skills to live, learn and earn.

Instagram.com/barnsley_college

“At a recent Train the Trainer event, the team collected handbags and toiletries for charity, Love Grace, which empowers victims of domestic abuse. OPI UK&I education manager, Belinda Price, delivered the donations to Barnsley College to be passed onto the charity.”

“I volunteered alongside fellow educators, Elisha Micallef and Ashleigh Clements, at the Little Princess Trust head office in Herefordshire. We helped sort hair donations and make up fundraiser packs, while learning about the charity.”

www.opieducationuk.com

Claudia Sear

Planet positivity

Supporting the planet is incredibly important to Claudia of Claudia Sear: Luxury Eco Nails, Sussex, both personally and professionally. She uses eco-conscious tech startup company, Greenspark, to donate a portion of treatment profits to environmental initiatives.

“When I opened my business two years ago, I knew I wanted to be as environmentally conscious as possible,” Claudia reveals. “Via Greenspark, every manicure helps fund Plastic Bank, a social enterprise that collects discarded plastic in developing countries and exchanges it for income, and each pedicure supports reforestation projects.

“The nail industry still has a long way to go in its journey to sustainability, but my partnership with Greenspark is a tangible way for my clients to use their appointments for good,” Claudia continues. “Since launching my business, my clients and I have prevented the equivalent of 7,200 straws worth of plastic from being dumped into the ocean, and planted 212 hectares of forest. I share this impact on social media, so that clients can see what they’ve helped to achieve.”

A social media post by Claudia (@claudiasear.nails),sharing the positive impact of using Greenspark in her business.

At the end of each month, Claudia chooses a custom monetary donation based on the number and type of services she has performed, and Greenspark ensures that this benefits environmental causes. “Any business or individual can sign up to Greenspark, and it offers media resources for customers to use,” Claudia reveals.

www.greenspark.co.uk

/claudiasear.nails

@claudiasear.nails

Purpose-driven partnership

The GelBottle Inc (TGB) serves to support those facing breast cancer via a partnership with Future Dreams. The UK charity provides practical, emotional and psychological support to cancer sufferers, both in-person and online. It also funds research into breast cancer and raises awareness. Plans for 2025 include a collaboration at the Future Dreams annual fashion show, and an online educational workshop on breast self-exams for TGB staff and customers.

In November 2024, 50 The GelBottle Inc staff members participated in a 5K walk along the Brighton coastline to raise money for the charity, in memory of a colleague who passed away from breast cancer.

Additionally, until the end of March 2025, the brand is donating 10% of all profits from sales of its best-selling pink nail shades: Bubbly, Notting Hill, Marilyn, Hot and S’mores, to Future Dreams.

Hannah Morgan

Sam Jacobs

“We are incredibly proud to collaborate with Future Dreams on a cause that is close to our hearts,” says Hannah Morgan, managing director at The GelBottle Inc. “This meaningful partnership allows us to make a real impact, while bringing our team members and customers together to support an important mission.”

The GelBottle Inc brand ambassador, Stephanie Holland (@gieos.room),showcases shades from L-R: Hot, Marilyn, Notting Hill, S’mores and Bubbly. Profits from the sale of each are donated to Future Dreams.

“We are so grateful to work with The GelBottle Inc, as thanks to partnerships like this, we can keep serving our community and spreading awareness of breast cancer,” adds Sam Jacobs, CEO of Future Dreams. “By 2030, the number of people living with a breast cancer diagnosis is expected to double and in 2024, we had over 8,000 visits to the Future Dreams House, a hub providing support, advice and connection.”

www.thegelbottle.com / www.futuredreams.org.uk

Kara Pearson and Chloe Bailey

Regional raffle

The owners of Torquay hair and beauty salon, WO & Klo, celebrated its move to a fresh space with an event, at which they raised funds for a local cause.

“We wanted to organise a positive initiative and decided to raise money for The Patchwork House, a charity set up by a local woman to create a safe space for domestic abuse victims,” say salon owners, Kara Pearson and Chloe Bailey. “With its local roots and because our salon team is predominantly female, it’s a cause that is close to home. We organised a raffle of products, services and gifts, and raised over £200.

“We found that clients were more than willing to dig deep for a charity that helps people in our area, and would encourage fellow beauty businesses to host charitable initiatives at least once a year,” the duo shares. “It’s true that a little goes a long way.”

/WOSalon

@woandklo

Advocacy for awareness

To mark Cervical Cancer Awareness Month in January, the Humber and North Yorkshire Cancer Alliance organised a training initiative for salon staff in its region. This sought to help pros educate female clients about the symptoms of cervical cancer, and encourage them to attend cervical screening appointments.

A free training course was offered to hair and beauty salons in low screening take-up areas in Yorkshire and the Humber. It provided insight on how to have conversations about cervical cancer with clients, and break down barriers that could stop them from attending screening appointments.

The Humber and North Yorkshire Cancer Alliance also provided salon managers and staff in the lowest screening take-up areas: Goole, Grimsby, Hull, Scarborough and Scunthorpe, with posters and stickers to share information about cervical screening.

Louise Gibbon

Facebook.com/HNYCancer

Louise Gibbon, owner of Louise’s Beauty Retreat in Goole, which took part in the training, commented: “I think the Cancer Alliance’s approach to raising cervical cancer awareness and getting more people to attend screening appointments is so important.”

www.humberandnorthyorkshire.org.uk

“My clients have been incredibly supportive and gladly donated items and money. If they have been unable to donate, they have spread the word to family and friends.”

A social media post by Thrive Causemetics (@thrivecausemetics)promoting its donation efforts.

Wildfire relief

The wildfires across California in January led a number of beauty brands to support charities that provided relief to affected people and animals.

US vegan cosmetics brand, Thrive Causemetics – which donates to non-profit organisations with each purchase, and sister brand, Bigger Than Beauty Skincare, hosted a donation day. 100% of profits from their product sales went towards supporting those impacted by the fires, and the brands raised a total of $500,000. Half was donated to five charities: American Red Cross, LA Division; Pasadena Humane; Animal Wellness Fund; Los Angeles Fire Department Foundation and World Central Kitchen. The other $250,000 was dedicated to outstanding small businesses, students and grassroots organisations affected by the fires.

www.thrivecausemetics.com

California-based sunscreen brand, Mama Sol, donated 20% of proceeds from every product sold in February to families who lost their homes in the wildfires. The donations supported underfunded GoFundMe campaigns.

www.shopmamasol.com

A personal approach

Michelle Porter, nail industry veteran & founder of the Acrygel nail brand, received a shock diagnosis of motor neurone disease (MND): ALS bulbar palsy in March 2023. The terminal illness presents weakness in the muscles of the face, throat and tongue, which can cause difficulty speaking, swallowing and breathing.

Michelle Porter

“I have been given two to four years to live, so am raising awareness and funds for the MND Association to help me stay positive,” Michelle shares. “The charity offers amazing support, not only to people with the disease, but to their families and carers.” Michelle is donating £1 from the sale of every pot of Acrygel UV Gel to the MND Association.

To purchase Acrygel and support Michelle’s fundraising efforts, visit www.acrygel.co.uk