Maui Moisture has serviced countless hair enthusiasts with the heart and soul of Maui in mind since their inception in 1987. The products–shampoos, conditioners and stylers included– are vegan, eco-friendly and filled with ingredients that can be found on tropical islands such as coconut and aloe. Now, they’re honoring their namesake in a whole new way. After the catastrophic wildfires in Lahaina, Hawai’i, the brand is giving back to locals who have been affected by the tragedy, which marked the U.S.’ deadliest wildfire in more than a century.
While many people took to social media to document the devastation and encourage donation efforts, Maui Moisture stepped forward with a pledge. The brand announced, on Instagram with a heartfelt message, their donation of $250,00 to Direct Relief, a non-profit organization helping the community recover.
“We’re absolutely heartbroken by the devastation the wildfires have caused to the families and communities on Maui,” the post stated. “We’re committed to supporting the island’s recovery.” In addition to their donation and their work with Direct Relief, they announced, “we’re working with Feeding America and Maui Food Bank, and our retail partners to mobilize the donation of personal care products and over-the-counter medicines.”
But, this isn’t the brand’s first stint in giving back to their community. Maui Moisture makes it a point to educate consumers about mental health and well-being as well. Earlier this year, for example, the company made headlines after awarding $100,000 to PsychoHairapy, a skills-based training course founded by Dr. Afiya Mbilshaka.
“We know that texturism, microaggressions, and discrimination have a deep and negative impact on how our consumer sees herself– affecting her confidence and overall mental health,” says Sheena Henry, Earned Media Manager for Maui Moisture. “We understand the deep connection between hair and mental health,” especially for Black women and girls.
So, not only can you expect quality products from the brand, but you can also continue to rely on Maui Moisture to prioritize uplifting people at every turn. After all, what’s most important to them, as Henry says, is for “those in underserved communities to have the best resources for both their hair and their mental wellbeing.”