When the overturn of Roe v. Wade was announced, like most, Laney Crowell, CEO of Saie Beauty, struggled to comprehend the news. "As a mother of two daughters, I couldn't sit back and feel helpless with our rights on the line," Crowell said at the time. In response, Saie called on the beauty industry to come together and support those affected. "It's our responsibility to use our platforms to advocate for the right to govern our own bodies and create incredible change," Crowell urged. The outcome of Saie's call to arms was The Every Body Campaign, a collective of over 35 brands, including Glow Recipe, Freck Beauty, and Veracity that came together to raise awareness and funds for the reproductive rights movement.

When The Every Body Campaign began in 2022, each of the involved brands repackaged their best-selling products in limited-edition "Every Body Green" cartoon packaging. The cartoon was inspired by the green bandanas and smoke present at abortion rights demonstrations taking place at the time. One hundred percent of the sale proceeds across all companies went to Sister Song, a national activist organization dedicated to protecting those most affected by the antiabortion legislation, especially Indigenous women and women of color, as well as encouraging votes for pro-choice political candidates.

"Women of color in states with restrictive abortion laws often are battling multiple layers of oppression that impact their ability to access healthcare and make decisions about their bodies," says Executive Director of Sister Song Monica Simpson. "The Every Body Campaign is catapulting big beauty to the forefront of the fight for reproductive justice by turning its platforms into battlegrounds that will give consumers a unique pathway to organize against antiabortion laws. Sister Song is dedicated to protecting our human right to bodily autonomy, and the donations raised from this campaign have the power to change the lives of thousands."

The Every Body Campaign successfully garnered over $168,000 in funding to support a range of services, including childbirth, parenting assistance, and access to abortion care in its first year of running. These funds were allocated both nationally and specifically in three significant southern states: Georgia, North Carolina, and Kentucky, where antiabortion laws are at their toughest. "The continuation of this work is vital, and we're thrilled to have Saie and this industry onboard to help make a difference," Simpson adds.

The Every Body Campaign has returned for 2024, just in time for the primary elections and is now equipped with a broader range of over 60 brands. It is the largest industry-backed reproductive rights initiative to exist to date, and includes big names such as Dr. Dennis Gross Skincare, Bubble, e.l.f Cosmetics, and good.clean.goop.

This year's initiative is set to increase the funds previously raised twofold to $300,000 and will incorporate various multimedia components, including social media campaigns and a pop-up bookstore in New York. The bookstore, known as The Every Body Library, was curated by artist Jordan Risa Santos and the reading community, Seen Library, aiming to raise awareness in a bustling area with significant pedestrian traffic. The store will feature panels and interactive activities supported by the campaign's partner brands. The books sold within the shop are a curated collection of previously banned reads that focus on reproductive rights, feminism, and women's experiences. All proceeds from book sales will go towards supporting reproductive justice in collaboration with Sister Song.

The involved brands hope to make a positive change amid the upcoming primary elections, encouraging consumers to use their voices to speak out against oppression. "Decades of progress were undone in 2022 when the Supreme Court overturned Roe v. Wade," Crowell said when announcing the campaign's return. "The devastating effects of this decision are more prevalent than ever, and as a founder in an industry consumed by women, I believe it's our responsibility to continue fighting for change."

All of The Every Body Campaigns brands will begin an open conversation about reproductive rights and the importance of voting, beginning with Instagram and TikTok content from February 20. The content will show consumers how they can join in the fight to protect every birthing body by registering to vote, researching ballots, and making a voting plan. The #Beauty4Rights will be used alongside this content, with The Every Body Campaign hoping to reach an audience beyond just beauty consumers.

"There is a unique opportunity for beauty brands within this effort to support through their large platforms and far-reaching influence," says music artist Halsey (Ashley Frangipane), Founder and CCO of about-face beauty. Frangipane has previously publicly spoken about their struggles with pregnancy and miscarrying in a patriarchal society in an effort to uplift other women with similar stories. "By joining forces with organizations like Sister Song and donating to its fight for justice, we can actively contribute to the preservation of reproductive rights and bodily autonomy for all—especially those with marginalized access," they add.

As the US continues to navigate the complexities of abortion laws, registering to vote becomes a proactive step towards fostering a society that values individual choices, respects diverse perspectives, and upholds the principles of bodily autonomy. In a democracy where the power to effect change lies in the hands of the citizens, beauty brands have the strength to guide consumers and provide them with the resources needed to find the necessary support they require. A consumer survey found that businesses now hold a 54-point lead over governments when it comes to perceived competence, as well as being 30 points ahead on ethics, making brands' political efforts even more important leading up to elections. The Every Body Campaign once again showcases the power beauty holds beyond just selling products, uniting communities, and working towards a better, safer nation for all. Updates from the movement can be found across all participating brands' Instagram and TikTok accounts, as well as at EveryBodyCampaign.com.