Kiehl’s Since 1851 celebrated its 10th year of supporting amfAR, the American AIDS research organization, and over $2 million raised since 2010 in an open-air space at Westfield Century City in Los Angeles on Saturday afternoon. This year, the brand is donating $100,000.
Funds are collected from in-store and event contributions, notably during Kiehl’s annual LifeRide motorcycle trip, when celebrities and supporters ride through major U.S. cities to raise awareness for the cause. This time around, instead of the usual voyage, riders embarked on a two-hour motorcycle excursion instead.
“We wanted to honor LifeRide’s legacy with a local ride up to the celebratory event,” said Kiehl’s Assistant Vice President Austin Smedstad in a statement to WWD. “We felt it was important to commemorate the last decade by hosting a summer party in L.A. with all the former LifeRiders with a focus on the amfAR mission.”
Those who arrived on motorcycle, including Michael Jackson’s oldest son, Michael “Prince” Jackson Jr., met for lunch at Old Place in Agoura Hills, Calif., before making their way to the mall. AmfAR ambassador and “Empire” actress Serayah performed under the blazing sun at the event, where guests tested out Kiehl’s cactus flower and Tibetan ginseng mist and SPF lotions.
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Starting Saturday through today, by tagging @Kiehls and @amfAR with the hashtag #LifeRide10, the brand will donate $10 for every Instagram post to amfAR, which has invested more than $517 million to its programs and presented grants to over 3,000 research teams.