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When Pravana President and Founder Steve Goddard created the hair care brand 12 years ago, he instilled a commitment to giving back into the brand’s overall mission, aligning his own passion for charity with the brand’s. Pravana’s philanthropic endeavors include hands-on efforts like helping fight hunger with the Los Angeles Regional Food Bank, assembling hygiene kits at the Downtown Women’s Shelter, fundraising concerts featuring Goddard, providing monetary support to noble causes and more. The brand is an annual participant in Breast Cancer Awareness month every year, and this year is no different.
For the month of October, Pravana is once again releasing a pink Limited Edition Nevo Intense Therapy Leave-In Treatment, a best-seller in the gluten-free, vegan styling and care line, and must-have for every salon. For every bottle sold of the Limited Edition Intense Therapy, 10 percent of the proceeds will be donated to City of Hope, a leading research and treatment center for cancer and other life-threatening diseases.
Since 2012, Pravana has committed to an ongoing contribution of five percent of all proceeds from the Nevo styling and care line to City of Hope. To mark the success of this partnership, in 2015 Goddard was awarded the prestigious Spirit of Life Award, an honor presented annually to industry leaders who have demonstrated outstanding personal, professional and philanthropic achievements. In support of the Spirit of Life gala, Steve lead the Rock the Cure fundraising campaign, helping to raise over $1 million dollars to benefit City of Hope through cut-a-thon events, donations and even a rock concert starring him and other beauty industry leaders.