Black Friday; two words that strike anxiety into even the most fervent shopper’s heart. The Black Friday phenomenon has become a veritable whirlwind of discount codes and flash sales, driving consumers into a flurry of concern that they have missed the rock bottom price for that product they neither need nor want.

It’s why grooming giant King of Shaves’ partnership with Beauty Banks is such a welcome breath of fresh air. A much needed reset in a flurry of discounting which, let’s face it, at times feels like it cheapens us all with the relentless focus on consumption in the midst of the climate crisis. By choosing purpose over short-term profit, King of Shaves is successfully cutting through the noise, providing consumers with a thoughtful alternative to the traditional Black Friday binge.

For in the midst of the deluge of discounting, King of Shaves is turning the Black Friday concept on its head. Rather than focusing on short-term profit the brand is instead pledging the uplift in sales it experiences via its website and across Amazon to Beauty Banks; a not for profit organisation that collects and distributes essential personal care and beauty items to charity partners, registered foodbanks and shelters who ensure donations get to those who need them. The organisation was founded by Sali Hughes and Jo Jones.

The partnership comes at a crucial time for the charity. Over the past six months the UK has experienced the biggest increase in emergency food parcel handouts in five years.

According to the anti-poverty campaign the Trussell Trust, which runs two-thirds of the UK’s food banks and works with brands such as Waitrose and Tesco, a record 823,145 food parcels were handed out between April and September this year. A figure which includes 301,653 that went to children. This equates to a 23% increase on the same period last year. It is an ecosystem in which the need for health and beauty essentials is real and ‘hygiene poverty’ is on the rise.

As Beauty Banks explain, “We are a people powered grass roots movement who believe that being clean is a basic human right, not a luxury and not a privilege. We exist to make 'hygiene poverty' history while supporting those living in poverty in the UK, those who can't afford to be clean, with personal care and hygiene essentials. This is about dignity, self-confidence and mental wellbeing. This is also about change. We support those in need while lobbying the UK government, as part of a Beauty APPG, to make change happen. Ours is beauty with purpose".

Will King, Founder of King of Shaves, has invited rival brands including Unilever, L’Oreal and Nivea to join the pledge and follow suit. A move which could potentially see thousands of essential health and beauty products donated annually. It’s an opportunity for brands to come together and genuinely make a difference; one whose impact could be felt well beyond the Black Friday frenzy.

Illustration © Miss Magpie Fashion Spy. Prints are available to donate to Beauty Banks.