THE WHAT? Beautyfor is on a mission to help the beaty industry shift excess inventory, reducing waste. The brand, which will hold ticketed sales in New York once a quarter, was conceived following a benefit along similar lines, held to raise money for the Israel Red Cross, exceeded expectations.

THE DETAILS According to a report published by WWD, the benefit, which was held over two days raised more than US$125,000 with some 1,200 people in attendance.

Donated products will have a shorter shelf life than those available at retail but must be at least three months from expiration and will be sold at a discount of at least 25 percent.

The non-profit will invite participating brands to nominate a charity, brands will then vote to reduce the pool to 12, from which, Beautyfor will pick three to spotlight per sale.

THE WHY? Co-founder Zoe Weiner told WWD, “The three pillars of the organization are sustainability, since this is an alternate destination for products that would otherwise end up in the trash; philanthropy, as all of the proceeds from our sales go to charity partners, and community, because we didn’t expect so many people to come shop and interact with us in the fall.”