In the wake of Hurricane Helene, Tarte Cosmetics will support relief efforts with a 12-hour TikTok live featuring over 20 content creators on Oct. 1 from 10 am to 10 pm EST.

The #StormofLove fundraiser will donate 100% of the net proceeds from all TikTok sales during the live to World Central Kitchen, a nonprofit providing fresh meals to those impacted by humanitarian, climate and community crises worldwide. To amplify the impact, Tarte’s founder & CEO, Maureen Kelly, will personally match all donations up to $250,000.

Kelly’s personal connection to hurricane devastation dates back to 2017 when her family and Tarte team was affected by Hurricane Irma in Florida. Witnessing the widespread destruction prompted the creation of first #StormOfLove fundraiser. That year, Tarte raised funds for local charities, and soon after, Kelly fulfilled a long-held dream by founding Heart to Tarte, the brand’s 501(c)(3) nonprofit focused on supporting disaster relief efforts and causes close to the brand’s heart.

“As a Florida resident, I’ve seen firsthand the devastating impact this storm has had on our communities,” said Kelly. “Families have lost so much, and it’s more important than ever that we come together and do what we can to help those in need.”