Dallas-based online retailer BeautyKind is launching a concert series to raise funds for the American Heart Association and nonprofits selected by ticket buyers.
Called BeautyKind Unites, the fund-raiser extends BeautyKind’s social business model, which gives 5 percent of each product sale to a charity chosen by the customer.
The first show will feature Demi Lovato, The Band Perry and Jake Owen at AT&T Stadium on March 25 in the Dallas suburb of Arlington, Tex.
In addition to the 5 percent being donated to a customer’s choice of charity on the web site, half of the cost of a concert ticket, with prices ranging from $40 to $240, going to charity. BeautyKind Unites expects to reap as much as $3 million for thousands of nonprofits and attract an audience of 45,000.
BeautyKind has committed to a minimum $2,000,000 donation to the American Heart Association in recognition of its help with the event, a company spokeswoman said.
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“We are excited to be working with BeautyKind on the first of this groundbreaking series, where supporters can help save lives through the purchase of their ticket,” said Midge Epstein, executive vice president of the American Heart Association SouthWest Affiliate.
Based in Dallas, the American Heart Association will benefit from the sale of premium packages offering access to the artists, a party and other perks.
A second concert is expected in the fall.
BeautyKind has donated close to $350,000 to nonprofits since its inception in November 2014, according to the company. It merchandises about 130 beauty brands, including Bliss, Circ-Cell, Burberry, Frédéric Fekkai, Gucci, Michael Kors and Strivectin.