It's impossible to sum up the devastation felt in Los Angeles right now. As of Friday, January 17, 2025, 31% of the Palisades fire and 65% of the Eaton fire have been contained, according to the Los Angeles Times, with thousands of structures including homes and schools destroyed and thousands of people displaced. Amid this historic loss, watching Southern California communities come together has been incredibly moving. I grew up just around the corner in Palm Springs, and L.A. always felt like a neighborhood away. Now that I work for a company with roots in L.A., my co-workers and I have been looking for ways to help wildfire victims by donating to GoFundMe campaigns and supporting nonprofit organizations including Baby2Baby, The Los Angeles Fire Department Foundation, and The Pasadena Humane Society.
Some of my favorite brands have also stepped up to make a difference. By Rosie Jane is hosting a donation drive for people who've lost everything, and brands such as Jeffrey Campbell and Lost Angels are donating sales proceeds made throughout January to victims. Find out how these brands and more are supporting wildfire relief efforts below.
Set Active
Set Active opened its headquarters as a donation center, sending products to more than 300 families affected by the wildfires and raising over $40,000 for those who lost everything. Proceeds from its 2025 Core collection will be donated to wildfire relief efforts.
Rhode
Hailey Bieber's skincare brand Rhode committed to donating $1 million to organizations that provide emergency relief to moms, caregivers, and families affected by the wildfires. These include Lift LA Family Goal Fund, Pandemic of Love, and more. The brand also pledged to allocate 1% of all sales from January and February to donations.
Agolde Citizens of Humanity
Agolde and Citizens of Humanity have opened up donation centers across Los Angeles, including in Santa Monica and Huntington Park. Individuals can pick up three days' worth of clothing. For more information, head to the Agolde or Citizens of Humanity Instagram.
Akila
Los Angeles eyewear brand Akila posted on Instagram that it's donating new prescription lenses and frames to anyone who lost theirs to the wildfires. If you or someone you know lost frames, you can reach out to info@akila.la.
Free People
Free People is hosting a free shop in its Santa Monica office, where anyone who has been displaced can pick up new clothing, shoes, and bodycare products. More details can be found on the brand's Instagram.
Rare Beauty
Rare Beauty contributed emergency care kits to evacuation centers and has made donations to the Los Angeles Fire Department Foundation and World Central Kitchen.
ALO
ALO is distributing care kits from its Beverly Hills office to those affected by the wildfires. More information can be found on its Instagram.
Rōz
Haircare brand Rōz pledged to donate 10% of January sales to the California Community Foundation and has teamed up with hair-tool brand T3 to donate hair kits to any professionals who have been affected by the wildfires. More information can be found on its Instagram.
Jeffrey Campbell
Jeffrey Campbell is donating 30% of sales made between January 13 and January 31 to support those affected by the wildfires.
For Love Lemons
For the entire month of January, For Love Lemons is donating 10% of online sales to help rebuild local communities.
Squigs
Squigs founder Nikita Charuza has been affected by the wildfires, and the brand pledged to donate to relief efforts on its Instagram.
Daily Drills
Los Angeles brand Daily Drills lost its office to the Palisades wildfire. The brand donated $100,000 to relief efforts, and 100% of proceeds from its newest collection, Palisades Proud, will be donated to local businesses' rebuilding efforts.
Lost Angels
Press-on-nail brand Lost Angels is donating 100% of its net proceeds from all purchases from January 15 to 22 to the Los Angeles Fire Department Foundation.
Yeah It's Jewelry
Yeah It's Jewelry will donate 100% of proceeds from its Los Angeles charm collection to the Los Angeles Fire Department Foundation. According to the brand's Instagram, so far it has donated $15,400, and the fundraiser will run throughout January.
By Rosie Jane
By Rosie Jane posted on Instagram that it's collaborating with brand partners such as Alpyn Beauty, Tower 28, Hanky Panky, and more to open up its headquarters for donation pick-ups. If you or someone you know has been affected, sign up here.
