Beautiful Thinking.

Creating compassion in Covid times

The beauty industry contributes over £28billion to the economy each year and has been one of the hardest hit sectors since COVID began.

Clinics, aestheticians, make-up artists and beauty therapists had been unable to open for business through lockdown and on the eve of getting back to the jobs they love, the government decided to put a halt to it.

The British Beauty Council and BABTAC, supported by influencers and industry experts alike sprang into action to start a campaign to raise money for those affected, who had no income and urgently needed financial help.

As part of our commitment to our Libero projects (Pro Bono) and by using our skills to help others, we were honoured to be asked to create an impactful and bold logo to be blasted out over social media, to get the message out there and start raising money, fast.

Beauty Backed has gained incredible momentum, so far raising over £400,000 in donations to support this incredible industry which provides 1 in every 60 jobs in the UK. 100% of the donations will be dispersed via the Hair and Beauty Charity who in turn donate to the individuals and businesses who apply for help to stay afloat following 5 months of restrictions.

You can play your part too by donating here

Another Libero project, fuelled by the pandemic is The KidzCafe a brilliant initiative devised by Julian Bowyer the former head of brand building at beauty multinational company COTY. The KidzCafe was launched to feed kids in the London Borough of Tower Hamlets with daily, nutritional meals while schools were closed during the lockdown. We developed a logo and brand identity for the new charity, using a rainbow – the children’s universal symbol of hope – as the inspiration for the identity. By flipping the rainbow upside down and shaping it to form a collection of stacked bowls with a knife and fork in the top it creates what we call “The Bowls of Happiness”.

The London-based charity initiative addresses the stark issue of child hunger and malnutrition during the coronavirus lockdown. Bowyer, a passionate cook, launched The KidzCafe with 100% of all donations going towards food costs, plus fun games and treats.

“Recent data published by Unicef shows one in five youngsters under 15 in the UK now live in a food insecure home. Our meals are kid-friendly, super-tasty and fun to eat. A healthy ‘happy-meal’ moment for these kids who are often at risk, in unsafe home environments and going hungry on a daily basis.” Julian Bowyer, Founder of The KidzCafe.

The KidzCafe, initially used kitchen facilities generously provided by Billingsgate Seafood School, but has since moved to Spotlight Community Centre in Langdon Park, run by Poplar HARCA – to be closer to the community. The facility enables

Initial funding through a Just Giving page helped kickstart the project, surpassing its initial projection to feed 100 kids per day over four weeks, having provided 2000+ free meals to date.

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