Well People Celebrates Being Plant-Powered, Partnering with Arbor Day Foundation

With EWG VERIFIED® standards and pregnancy-friendly formulas, Well People turns plant-powered cosmetics and skin care into plant-powered impact.

OAKLAND, Calif.--(BUSINESS WIRE)--Well People, the award-winning, high-performance clean beauty brand, powered by plants from e.l.f. Beauty (NYSE: ELF), today announced it is teaming up with the Arbor Day Foundation. This collaboration brings together two purpose-driven organizations committed to restoring the planet and empowering more conscious consumption.

As a pioneer in the clean beauty movement, Well People has been creating high-performance, clean cosmetics and skin care powered by plants since 2008, long before it was cool. Today, Well People’s commitment continues with the Environmental Working Group (EWG), whose certification represents one of the highest standards of clean in the beauty industry. With more than 100 EWG VERIFIED® products, Well People is the most EWG VERIFIED® cosmetics brand in its category.

“Nature has always been our greatest inspiration. We founded Well People on the belief that high-performance, plant-powered clean beauty should care for both your skin and the planet,” said Shirley Pinkson Manas, Co-founder of Well People. “Our partnership with the Arbor Day Foundation is an extension of that belief—helping us give back in a way that supports a healthier future for all.”

Well People together with the Arbor Day Foundation carries that vision beyond beauty products and into reforestation work on the ground. Well People’s donation to the Arbor Day Foundation will support the planting of about 25,380 trees in California regions impacted by wildfires, helping restore forest ecosystems. Well People’s contributions will specifically support restoration efforts following the Dixie Fire to rebuild healthy forests, protect wildlife habitat and water sources.

“Trees are one of the most powerful tools we have for restoring balance in nature,” said Dan Morrow, Vice President, Partnerships, Arbor Day Foundation. “Through this partnership with Well People, we are able to translate everyday consumer choices into meaningful reforestation impact. The trees planted will help restore ecosystems, strengthen biodiversity and rebuild communities.”

In addition to the donation, Well People has teamed up with Arbor Day Foundation to create a limited-edition Well People x Arbor Day Foundation belt bag, offering the community a way to support reforestation in a simple way. Beginning today, consumers who purchase Well People’s best-selling Daygleamer Mineral Sunscreen Serum SPF 34 on wellpeople.com will receive the limited-edition belt bag for free, while supplies last.

Daygleamer Mineral Sunscreen Serum SPF 34 is a mineral sunscreen serum that hydrates, brightens and protects your skin with a radiant finish. Its non-comedogenic, pregnancy-friendly, silky-smooth formula blends effortlessly into skin and wears well under makeup. Daygleamer Mineral Sunscreen Serum SPF 34 is enriched with plant-powered ingredients including antioxidant-rich oil complex and aloe leaf juice along with other science driven ingredients like brightening niacinamide, non-nano zinc oxide, and Vitamin C.

The Well People x Arbor Day Foundation belt bag is crafted from 100% recycled materials and features an adjustable waist strap with a spacious zippered compartment. It’s your hands-free companion for exploring nature. The design celebrates the partnership with co-branded Well People x Arbor Day Foundation detailing.

As the Arbor Day Foundation reminds us, “All people can be tree people,” and now you can wear a piece of that purpose.

Plant trees. Be Well. Discover this limited-edition collaboration on wellpeople.com.

About Well People

e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. Well People is a clean beauty pioneer leading the way with high-performing, plant-powered formulas. The brand has the most Environmental Working Group (EWG) Verified® color cosmetic products of any beauty brand and is committed to be free from sulfates, preservatives and synthetic fillers. We are Well People clean and vegan, pregnancy-friendly, dermatologist-developed and double-certified by Leaping Bunny and PETA as cruelty free. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at https://www.wellpeople.com/.

About the Arbor Day Foundation

The Arbor Day Foundation is a global nonprofit inspiring people to plant, nurture, and celebrate trees. They foster a growing community of more than 1 million leaders, innovators, planters, and supporters united by their bold belief that a more hopeful future can be shaped through the power of trees. For more than 50 years, they've answered critical need with action, planting more than half a billion trees alongside their partners. And this is only the beginning.

The Arbor Day Foundation is a 501(c)(3) nonprofit pursuing a future where all life flourishes through the power of trees. Learn more at arborday.org.