By: Caitlin Stiles
There are brands that hit the ground running and don’t ever seem to stop. A lot of it can oftentimes be attributed to genius marketing, sense of style, clear goals and focus points, and of course, great products that work. Thrive Causemetics is all this and more: the company is not just a successful business; it’s also a statement on community that proves that giving back and charity acts can still provide profit in a capitalist age.
Thrive Causemetics was founded in 2015 by Karissa Bodnar, a makeup artist who lost her close friend Kristy to cancer. Their friendship inspired Karissa to launch Thrive, in order to make a difference for women across the globe. They have four main causes: cancer, domestic violence, homelessness, and aid for veterans. For every product they sell, they make a donation to support these causes. Of course, they don’t limit themselves. They’ve singled out days where they’ve donated 100 percent of sales to the California wildfires in 2019 as well as Juneteenth in 2021.
It’s only appropriate that how Thrive makes their products reflects this kind of initiative. It should surprise no one that Thrive is completely cruelty-free and vegan, without parabens and sulfates, and with thoughtfully sourced ingredients. Even more than that, however, is how Thrive involves the community in even the making of their products. With each new product, Thrive first turns to surveys to learn what WE most want in the type of product they’re formulating. Their liquid liner in particular turned out to be a slam dunk as a result of these surveys. (They are asking about face creams and serums next!)
Thrive is very much a business that works with itself: its involvement in the community naturally provides a powerful word-of-mouth based marketing. They are everywhere in the Facebook and Instagram ads, and its a powerful indicator of how detail-oriented this business is. Even their products are named after women that inspire them: for example, Nalie is a cancer survivor and soul sister of Karissa, and is the name of a beautiful chocolate brown eyeliner with plenty of shimmer.
It’s only natural that Thrive approaches Black Friday with the same care. One of the biggest contradictions of the times we live in is that the biggest capitalist holidays takes place the day after the day we spend with our families, grateful for what we have. Thrive somehow blends these two together: by using the code JOY, you get free gifts that unlock with each tier you spend at Thrive. Spending $75 will net you a free Deluxe Mini Liquid Lash Extensions Mascara. $125 means the mascara and the Instant Fix Brow Gel. $175, and they’ll throw in the Triple Threat Color Stick (meant for eyes, cheeks, and lips!) And of course, you can rest assured that your spending will be matched and helping a good cause. It’s only natural they changed even the name: Black Friday is Turquoise Friday, after their main color, because it should be clear by now they intend to do this day differently than anyone else. What’s more is that shipping is totally free for this day only.
Thrive Causemetics is all about the gift that keeps on giving, and they even have expertly packaged holiday sets (and yes, the Turquoise Friday code does apply!) There are plenty of options with Thrive, and it’s a company that has a good future on the horizon. Will you be shopping there this Black, or Turquoise, Friday? Let us know!