This season, one beauty brand is giving back in big, beautiful way.
Laura Geller Beauty has found a way to collaborate with homeless women specifically from Skid Row (a large homeless neighborhood in Los Angeles) for their latest Makeup Means Something campaign.
In collaboration with Beauty 2 The Streetz, a non-profit organization founded by Shirley Raines that provides showers, hair washes and color, makeup, wigs and more to L.A.'s increasing homeless population, they're featuring seven trans and cisgender women to shed light on their powerful stories.
In the campaign, each woman is wearing a white-and-black Laura Geller T-shirt, black pants and a full face of makeup.
"These stunning images help dispel misconceptions and demonstrate the power of beauty," Laura Geller wrote in a statement on the brand's website.
In addition to the campaign imagery, supporters can donate to "Makeup Means Something" by purchasing a limited edition Laura Geller and Beauty 2 The Streetz T-shirt. All proceeds will be donated to helping the Skid Row community.
"It's like a light breaking through a thick darkness and it gives you a ray of hope and you start to feel better about yourself, and it's very powerful, Nancy Woodward," one of the participants was quoted saying on Instagram.
Woodward, 58, has been on Skid Row since 2011.
"Laura Geller understands that everyone deserves to feel beautiful, regardless of where they lay their head at night and that's a bold statement," Raines said in a statement. "This campaign beautifully gives a name to the faces of Skid Row's women and breaks conventional stereotypes about the homeless population."
"It truly shows," she added, "that 'makeup means something' and the results created both beautiful bonds between the women as well as stunning images."