As beauty companies continue to introduce more creative and innovative ways to engage with consumers, we’re seeing a growing number of brands espousing their own philosophy of building and empowering consumer communities. For example, earlier this year Cosmetic Design reported that personal care products company Dr. Bronner’s launched a limited edition advocacy campaign in support of the documentary. co-extinctionIt included a label listing four ways consumers can help prevent the extinction of southern orca whales. The initiative highlighted the brand’s commitment to social justice, sustainability, and progressive business practices.
Like Dr. Bronner’s, cosmetics company Bulletproof Cosmetics has created a brand focused on raising awareness and providing resources and support to consumers affected by serious issues. Founders Ellie Seddon and Selah Neema Stewart have teamed up to share their experiences and insights with women who have faced domestic violence through the Bulletproof Foundation.
of National Domestic Violence HotlineIt is reported.Nearly 3 in 10 (29%) women in the United States report experiencing rape, physical violence, or stalking by a partner, which has had a related impact on their ability to function in life.To support these women, Bulletproof Cosmetics’ Bulletproof Foundation provides educational and legal resources, as well as access to communities of people affected by domestic violence.
According to the Bulletproof Cosmetics website, the foundation’s mission is to:Reducing the incidence of harm, violence and other abuse against women by giving them tools and confidence”
Why the brand chose to support this cause, how supporting this cause has benefited organizations serving victims of domestic violence, the brand and its foundation’s plans, and more from Bulletproof To find out more about Cosmetics and Bulletproof Foundation, CosmeticsDesign spoke to Seddon and Neema. Thank you Mr. Stewart for your insight.
CDU: Can you tell us more about the Bulletproof Foundation and its purpose?
Bulletproof cosmetics (BC): The Bulletproof Foundation is at the heart of Bulletproof Cosmetics and is dedicated to empowering women facing harm. Its primary goal is to facilitate access to justice for women who have been victimized by connecting them with critical resources and building supportive communities.
Many legal and other important resources exist to support women in domestic violence situations. Yet these resources are often difficult to find, access, and navigate. The Bulletproof Foundation has partnered with these programs to establish a database of all these resources in various communities across Canada, and to continually maintain this database and accept applications from women applying to the program. , connect those women to appropriate resources within their communities. Ensure their care through the use of resources.
The Foundation also aims to raise awareness about abuse, identify early stages, and take proactive steps against potential harm, both physical and psychological.
CDU: Why did the company choose this purpose in particular? How does it connect to the brand and its positioning?
B.C.:Bulletproof cosmetics were born from this purpose. Founders Ellie and Sera have personal experiences that have inspired them to address the challenges women face navigating the legal system in difficult circumstances.
Considering their personal experiences and the legal background of the founders, they established the foundation to alleviate the problems of other women. Its philosophy aligns with the brand’s core values of empowerment, resilience and strength. This reflects the brand’s commitment to empowering women through cosmetics that not only make them look good, but also feel good, and provide tangible support in the face of adversity.
The company and foundation are called “Bulletproof” because they help women feel bulletproof and resilient in the face of harm. Our history and mission position Bulletproof as a brand with a purpose, moving beyond beauty to meaningfully impact women’s lives.
CDU: How has supporting this cause benefited organizations working in this field?
B.C.: The Foundation’s work is important to enable other organizations working in this field to maximize their impact. Often, women who need legal assistance and community resources the most cannot find or access them. The Bulletproof Foundation has bridged the gap by working with local community resources and the broader women’s community through its connection to Bulletproof Cosmetics, a trendy cosmetics brand that most women have come to know.
Bulletproof’s popularity as a cosmetics brand makes women well aware of its purpose and mission. When women who understand Bulletproof’s mission ask for help, the Bulletproof Foundation works with community organizations in the area to provide them with the customized support they need.
The work of the Bulletproof Foundation allows community organizations to reach more women in need, provide legal assistance, and raise awareness about abuse. This collaboration strengthens collective efforts to reduce harm and violence against women.
CDU: How has it helped Bulletproof? Specifically, how has it helped build the Bulletproof community?
B.C.: Supporting this cause strengthens Bulletproof Cosmetics’ commitment to social responsibility and fosters a strong sense of community among its customers. By aligning with principles that deeply resonate with the brand’s values, Bulletproof has attracted like-minded people interested in quality cosmetics and making a positive impact. This shared mission has helped build a community that champions empowerment, confidence, and support for women in the face of adversity.
CDU: Are Bulletproof customers participating in this activity on a personal level?
B.C.: Bulletproof’s customers are actively involved in this activity on a personal level. They donate directly to the Bulletproof Foundation through their purchases, knowing that a portion of their investment will go toward empowering women in abusive situations.
This personal connection creates a sense of common purpose among our customers and fosters a community that stands together. Additionally, some of Bulletproof’s customers publicly share their experiences with abuse, further expanding their community of support.
CDU: How do you see Bulletproof’s support for this cause developing in the future, and how will this impact further building your community?
B.C.: Bulletproof envisions launching Bulletproof Foundations in local communities across Canada and the United States. The brand plans to continue fostering a caring community by establishing and expanding partnerships with educational resources and legal aid networks.
The goal is to provide immediate support, create a lasting impact, reduce harm, and help women feel fully vulnerable in all aspects of their lives. This continued support will further strengthen the Bulletproof community as a force for positive change.
