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When we talk about that “warm glow” in beauty, it’s typically a skin thing we’re after — and we go after it hard, stopping at nothing to try whatever Fenty highlighter or Drunk Elephant BabyFacial promises to illuminate, brighten, and turn our complexion all the way on.
But there’s another warm glow we’re ostensibly pre-programmed to chase, one that researchers say is tied to the brain. It’s that fuzzy feeling we get when we receive money. But as brain imaging scans have shown in one telling study from the University of Oregon, the same pleasure centers deep in the brain are activated when we see money go to a good cause or we donate it ourselves.
In a pandemic-stricken and politically-fraught year, it's also more needed than ever. Thankfully, beauty brands are using Giving Tuesday – a global initiative on December 1 centered on generosity — to do good while inspiring their communities to get involved, too. Some companies are using the day to donate directly to those in need: Jafra and Purlisse, for example, have pledged to give thousands of masks and hand sanitizers to a Los Angeles women’s shelter and children’s hospital, respectively. Others call on our participation by pledging to give a percentage of our purchases to organizations that provide social justice funds, clean water access, climate change relief, and other community support.
Ahead, find eight ways to activate that give-back pleasure and give good face, with Giving Tuesday beauty finds fit for even the most discerning on your holiday gift list.
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