From Topicals to The Nue Co., the movement is backed by 35 fellow US beauty brands. Those participating have repackaged one of their bestselling products in the limited-edition ‘Every Body Green’ carton – inspired by the green bandanas and smoke seen at pro-abortion demonstrations globally to signify hope, health and life. The colour was also chosen for its vibrancy, designed to catch people’s attention on social media.
All campaign proceeds will go towards US activist organisation SisterSong, which aims to amplify the voices of marginalised communities and achieve reproductive justice across the US. “Women of colour in states with restrictive abortion laws often are battling multiple layers of oppression that impact their ability to access healthcare and make decisions about their own bodies,” Monica Simpson, SisterSong’s executive director, told US publication BeautyMatter.
The Every Body initiative was also designed to encourage voting ahead of November’s mid-term elections in the US and help identify candidates supporting reproductive rights.
The campaign shows the power of beauty brands as vehicles to start conversations and take a stand against social injustices. By using their platforms, they can provide consumers with a safe gathering point and involve those in the movement who aren’t able to attend events like street protests.
