On July 12, Wella (formerly Coty Professional Beauty) is hosting “Fractured Not Broken,” a virtual fundraiser.  The event will raise money for two organizations Wella supports: the Professional Beauty Association's COVID-19 Relief Fund to aid in salon industry recovery efforts and The Loveland Foundation, an organization committed to showing up for communities of color in unique and powerful ways, with a particular focus on Black women and girls.

Carole Protat, senior director education, Wella NA, acknowledges that this has been a challenging time for salon owners and stylists. “With this fundraiser, we want to celebrate and support our industry’s strength and resiliency,” Protat says. “One thing that keeps us uplifted is our excitement to reconnect with our clients again. Our survey (a Toluna survey conducted by Wella Professionals on April 27th, 2020 with 1,200 participants across the USA and UK) showed that our clients’ share in the desire to get back in the salon, and as hairdressers we are also eager to serve them as salons reopen across the country.” 

Wella will donate $150,000 to each organization, with the goal to raise additional funds from viewers throughout the live stream. Throughout the fundraiser, viewers can donate via a “donate button” on the Facebook live stream, or on www.probeauty.org/wellacares. The Professional Beauty Association will donate half of proceeds to The Loveland Foundation following the event.

• When: July 12, 2020 from 5:00PM PT - 7:30PM PT / 8:00PM EST – 10:30 PM EST

• What: The virtual fundraiser will feature artistry, education, entertainment and inspirational stories from the Wella family of artists and a few special guests, as well as a preview of Wella's Diversity & Inclusion efforts.

• Where: Wella Education Facebook page