04.19.23
In a bid to raise awareness around growing environmental concerns and the adverse effects that climate change could have on the skin, vegan, Gen Z skincare brand Skin Proud has partnered with comedian Cat Cohen and nonprofit organization Intersectional Environmentalist (IE) to release a parody video titled, “Get Ready With Me for the End of the World.”
Skin Proud's parody video takes after the viral “Get Ready With Me” (GRWM) TikTok trend, where content creators walk viewers through a particular part of their daily makeup or skincare routines. Set in the year 2050, "GRWM for the End of the World" sees Cat Cohen present her followers with the beauty products people will be faced to use in the future due to a drastically deteriorated climate. These include an SPF 5000+ sunscreen that protects the skin from extreme UV radiation exposure, a micro-plastic removing face mask, and an industrial grade toner that protects the skin from coming into contact with harmful air pollutants.
"The window to avoid dangerous and potentially deadly climate change is rapidly closing,” said Nora Zukauskaite, global marketing director at I Am Proud. “We feel now, more than ever, is the time to use our platform to make education about climate action accessible to as many people as possible. Which is why we were moved to partner with, and make a donation to IE, who champion the accessible climate action movement. Partnering with the talented Cat Cohen as well is a remarkable opportunity to make a fun, accurate and impactful piece of content to help people feel more optimistic about the future and commit to real action. Laughter is the ultimate unifier, and we want to use it to educate and inspire change.”
Research from nonprofit IE reveals climate change could lead to increased ultraviolet (UV) radiation, heat and air pollutants that damages the skin and increases the likelihood of conditions such as eczema, atopic dermatitis and skin cancer. Based on this information, IE helped formulate the beauty bag of 2050.
The full kit includes:
SPF 5000+ -- If the ozone layer continues to deplete at the rate it is, SPF 5000+ will be the only SPF that can protect consumers from skin cancer.
Inflamm-a-Toner— If the temperature continues to rise, consumers will need this industrial grade toner to keep the skin’s pH and protected from dangerous toxins.
Micro-Plastic Removal Mask— If the fossil fuel industry keeps up with plastic production, consumers will need a special mask to draw micro-plastics out of our skin to keep it clear and glowy.
Extinguisher Repair Mask— If wildfire smoke continues to increase and linger, consumers will need this ultra-intense hydrating mask to prevent skin conditions such as eczema and dermatitis.
“Environmental injustices have created the urgency we face today to prevent the rise in global temperatures. The next few years are critical to ensure transformational and just change that protects both people and the planet,” said Diandra Esparza, executive director at IE. “Learning about the climate crisis and its solutions has historically been gate kept in scientific journals and academic spaces. Making climate education accessible through artistic storytelling means we can reach and mobilize more people into hopeful action for our planet.”
To take their commitment to the climate action movement a step further, Skin Proud will donate a portion of their proceeds to IE. Skin Proud has also created a list of resources and recommendations on carrying out a more sustainable beauty routine, which will be shared across their social media channels for the remainder of the month and on us.iamproud.com.
IE has announced its Earth Month Fundraiser designed to continue to support their commitment to increasing access to environmental education. The fundraiser will be open through April. For more information on how to donate, visit IntersectionalEnvironmentalist.com.