Shop to Support People Affected by the Los Angeles Fires

Last month, I celebrated my 10th anniversary as an Angeleno. Moving from New York City to Los Angeles was a culture shock—the sound of news helicopters following police car chases, earthquakes, and the coyote that moved into my neighborhood in Venice last fall. Through these often harrowing first-time experiences, I’ve been lucky enough to rely on my adopted community for support and guidance. And while L.A. was made for the movies, most of the city’s residents aren’t movie stars, they are hard-working people with homes and lives they’ve spent years building. Now, when so many have lost everything in the fires, it’s my opportunity (and yours) to help. 

In addition to donating your money and time, you can also support the victims of the L.A. fires by shopping at brands who have pledged to give back all or a portion of proceeds to organizations making a difference. From Tarte makeup and skin care to Pura Vida jewelry to L.A.-based Lingua Franca’s signature crewneck embroidered with the words “I <3 L.A.,” many of our favorite brands have joined the cause—providing lots of opportunities to show you care and add something special to your closet. 

[Editor’s Note: Proceeds from any purchase you make through this article will go directly to the brand and their chosen causes. We have also included links to organizations if you’d like to give directly or are committed to “no buy” or “less buy” this month.] 

Keep scrolling to shop our top picks from brands who love L.A.

Get Something, Give Back

Lush: In response to the devastating wildfires across Los Angeles, Lush is shifting the launch of a recent Lush Giving fundraising product, Flame Fighters Soap, diverting 75% percent of proceeds from its sales across the United States to people and animals that have been impacted throughout the community. 

Rebecca Minkoff: Designer Minkoff’s Female Founder Collective is hosting an Instagram fundraiser that has already raised $1.7 million for the Los Angeles Fire Department Foundation. Donate $100 and you’ll receive a NY <3 LA t-shirt designed by illustrator Rob Wilson.

Made by Mary: What started as a passion project for a woman coping with postpartum depression has grown into a collective of artisans creating jewelry that’s designed to empower women. 100% percent of proceeds from sales of the new California Love Disc necklace will support the efforts of World Central Kitchen.

EB Denim: Throughout the month of January, the denim label with funnel 15 percent of net sales to support L.A. wildfire relief charities, including the LAFD Foundation, CAL Fire, and directly to families impacted by the fires.

The Clear Cut: The accessories brand has created a 14K yellow gold necklace to help you show off your L.A. pride and give back to the fearless first responders bravely fighting for the city, with 100 percent off profits going to the LAFD Foundation.

Homage: Purchase a special-edition “City of Angels” t-shirt, sweatshirt, or kids’ tee, and 100 percent of the net proceeds will go to the American Red Cross.

Summer Fridays

The L.A.-based skin care brand has already made over $475,000 in product and monetary donations to Baby2Baby, Pasadena Humane Society, and World Central Kitchen. To join the cause, shop your favorite Summer Fridays products, and at checkout you’ll have the opportunity to add to the pot with a donation of your own. The brand is ensuring that 100% percent of the funds donated by its’ customers goes directly to the charities they have pledged to support. 

Tarte Cosmetics

The makeup brand behind the viral Shape Tape concealer has partnered with chef José Andrés’ World Central Kitchen, which provides meals to communities facing humanitarian and climate crises. Stock up on the brand’s bestsellers by January 15, and it’ll donate 100 percent of the proceeds to WCK, which is on the ground supporting first responders and others affected by the wildfires.

Clare V

My job is online shopping, but one of my favorite places to shop IRL is this chic brand’s boutique on Santa Monica’s legendary Montana Ave. (I’m not the only one: Adam Scott, Melissa McCarthy, and the Beastie Boys’ Adam Yauch have all collaborated with Clare V., according to the brand.) Shop its Los Angeles Je T’aime collection, and 100 percent of the proceeds will go to the American Red Cross.

Pura Vida

The accessories brand has created a special Los Angeles Fires Relief bracelet, with net profits going to Direct Relief, which provides life-saving medical aid, wildfire kits, and emergency funding.

For Love and Lemons

From now until the end of the month, the L.A.-based fashion label will donate 10 percent of all order proceeds to help affected communities rebuild. The brand has a history of giving back—having supported causes like Feeding America and One Tree Planted.

Renée Rouleau

For every skin care product sold through the end of January, the beauty brand will donate a percentage of all proceeds to the Los Angeles Firemen’s Relief Association and Wildfire Relief.

Rivers Eight

After years as a top fashion and beauty publicist in New York, my impossibly stylish friend Amanda created Rivers Eight, a line of cruelty-free faux skin bags and accessories. Amanda grew up in the Palisades and is giving back to her community by donating 40 percent of proceeds from sales through January 20 to local causes. I already own the brand’s Bubble Pack—Kate Hudson is also a fan—and now I’ve got another reason to buy the faux alligator clutch I’ve been eyeing. 

Frances Valentine

Show your support by wearing your heart on your tote. Frances Valentine will donate 100 percent of proceeds from its special-edition Canvas Heart Easy tote to L.A. Wildfire Relief and Rescue. 

Update: Now that the tote is sold out, the brand is donating 10% of sale profits from their Warehouse sale to American Red Cross wildfire relief & rescue efforts.

Cracked Polish

The nail lacquer brand dug into its archives and introduced an unreleased prototype polish dubbed California Love, a shimmery mauve shade. $3 from each bottle sold will go to Direct Relief’s California Wildfires fund.

Lingua Franca

The brand has created a California Love collection of crewneck sweaters, which includes customizable options to support your favorite L.A. neighborhood. All are available in a variety of colors and retail for $380.

More Fashion and Beauty Brands Joining the Cause

Alo Yoga: I love it when a viral brand uses their influence to do good things. L.A.-based Alo Yoga is mobilizing to distribute 20,000 “care kits” to people affected by the fires and partnering with local organizations like Baby2Baby, the LAFD Foundation, and Canine Rescue Club, which is providing food, shelter, and medical services to displaced pets.

It’s a 10: CEO and founder Carolyn Aronson has pledged $250,000 in products from the hair care line to The Dream Center, which provides resources to some of L.A.’s most vulnerable residents.

Jins: The eyewear brand’s hotly-anticipate Abbot Kinney store opened on Friday. I can’t wait to stop by to shop for a pair of their designed-in-Tokyo glasses, especially now that JINS has pledged to donate 100 percent of sales made between January 17-19 in their four LA boutiques to the LA Regional Food Bank, CAL FIRE Benevolent Fund and GoFundMe Wildfire Relief Fund 2025.  

Boll and Branch: If someone you know has been displaced by the LA fires, the lifestyle brand is is accepting requests through its’ Helping From Home initiative, accepting donation nomination requests for those in need of bedding and clothing. 

The Now: To help provide relief and aid to first responders, the wellness spa is offering Los Angeles first responders a complimentary massage at any of their Los Angeles boutiques.