Beauty on the go: L'Oréal's unique initiative

L'Oréal Israel, in collaboration with the nonprofit organization Latet, has launched a nationwide, volunteer-based social initiative called "Beauty on the Go." This initiative, the first of its kind, aims to offer beauty treatments and moments of relaxation to women facing a variety of difficult life situations. The project will kick off on November 11 and continue throughout the month, recognizing the connection between body and soul, especially in challenging times.

As part of the initiative, teams of L'Oréal Israel volunteers will visit ten different charities across Israel to provide beauty treatments to hundreds of women dealing with complex life situations, including evacuees from northern and southern Israel, survivors of sexual violence, Holocaust survivors, and women in economic distress. The services will include makeup stations, skincare treatments, hair styling, and nail care.

This initiative is part of L'Oréal's global "Beauty for a Better Life" program, through which the world’s leading beauty brand aims to improve women’s quality of life worldwide. In Israel, this program adds to three volunteer-based beauty centers L'Oréal Israel has established in recent years, which support women in challenging life situations. These centers are located in the oncology department at Sheba Medical Center, the rehabilitation hospital Beit Loewenstein, and at the Ohel Sarah organization for women with intellectual disabilities. More than 1,500 women have benefited from the program in Israel, and L'Oréal Israel plans to open an additional volunteer beauty center in 2025.

Eli Sagiv, CEO of L'Oréal Israel, stated: "At L'Oréal, we believe beauty is a powerful tool for connecting body and mind, enhancing well-being and personal empowerment. This connection is especially crucial for women facing various vulnerabilities, whether during emergencies or in daily life. Our collaboration with Latet, our long-standing social partner, allows us to reach women across Israel, giving them moments of relief and beauty. I would like to thank the L'Oréal Israel volunteers who go out daily to offer support to the women who need it most. This initiative embodies our commitment to values and meaningful social action."

Eran Weintrob, CEO of Latet, added: "Our partnership with L'Oréal is an example of productive collaboration between the business and social sectors, leading to social impact. Together, we bring moments of hope and self-worth to women in vulnerable situations across Israel."