As California Confronts Deadly Wildfires, Affected Indie Brands Assess The Devastation And Support Their Communities

Wildfires stoked by dry and windy conditions have ripped through Northern and Southern California over the last six days, scorching over 220,000 acres, killing at least 44 people, claiming some 7,400 structures and forcing more than a quarter million people from their homes.

In Southern California in particular, where the Woolsey fire tore through Los Angeles and Ventura counties, and affected municipalities including Malibu, Thousand Oaks, Hidden Hills and Topanga, the indie beauty community wasn’t spared. Beauty Independent reached out to brands and retailers touched by the disaster to take stock of the damage.

The Woolsey fire destroyed a home of the Palmers, the family behind OSEA Malibu, that served as the 22-year-old skincare brand’s main office until five months ago. In an email to customers and a social media post, Melissa Palmer, CEO of OSEA Malibu, wrote, “Our mom [OSEA Malibu founder Jenefer Palmer] has always told us that OSEA is taking us on a journey and we are destined to follow its path. This hasn’t always made sense, but today it makes more sense than ever; we are certain that the path is to help our community.”

OSEA is focusing its efforts on supporting victims of the California wildfires by donating 100% of its profits Tuesday to fire rescue and recovery organizations. The brand is also doing its best to get shipments in a timely fashion to its retail partners, which have been understanding throughout the Woosley fire. Palmer says, “The Follain team has gone above and beyond to work with us, adjusting timelines to ensure we meet their holiday needs. We are currently waiting for the roads to open and trucks to pass, then we’ll be able to ship ASAP.”

“Our mom [OSEA Malibu founder Jenefer Palmer] has always told us that OSEA is taking us on a journey and we are destined to follow its path. This hasn’t always made sense, but today it makes more sense than ever; we are certain that the path is to help our community.”

Fragrance brand Provision Scents had to evacuate from its Agoura Hills office on Friday, and its online sales as well as sales at local retailers have been impacted. “Our biggest setback will be the loss of online sales, especially those located in Malibu,” says founder Sherri Sebastian, noting, “It’s too soon to estimate the actual numbers.” The brand’s off-site warehouse housing inventory hasn’t been disturbed. It plans to donate 25% of online sales through the month of November to the California Community Foundation.

Carrington Snyder, co-founder of premium body-care brand Kayo, has been under mandatory evacuation and won’t be able to assess the repercussions of the Woolsey fire for her brand until she can return to Malibu. She says, “Given the ongoing fire, we are still in the dark on the long-term issues and which steps we will need to take. Our first focus was on everyone’s safety, and making sure all people and animals were out of Malibu.”

Retailer Beauty Collection’s stores in the shopping centers The Commons at Calabasas and Malibu Country Mart have been closed since Friday. Katya Mischhenk, marketing manager at Beauty Collection, estimates financial losses could amount to tens of thousands of dollars. Beauty Collection’s executive team has developed a plan to assist victims in need by assembling small beauty bags with skincare, haircare and hygiene products to be donated.

“As a small indie brand, we have the advantage of being agile, adaptable and creative in order to move the needle faster when there are these types of setbacks. We’re planning on ramping up our holiday offerings, including special limited-time offers to make up for any setbacks in sales.”

Amid the devastation, Southern California indie beauty entrepreneurs are tapping into the tenacity that led to their entrepreneurial endeavors to keep their businesses running. Sebastian says, “As a small indie brand, we have the advantage of being agile, adaptable and creative in order to move the needle faster when there are these types of setbacks. We’re planning on ramping up our holiday offerings, including special limited-time offers to make up for any setbacks in sales.”

For some brand founders, the wildfires have stimulated reflection on the purposes of their pursuits. Jenefer Palmer says, “[We’re] deeply concerned about the impacts of climate change; our work is more important than ever.”

Featured image: The Palmers at their home and one-time OSEA Malibu office that has been destroyed by the Woolsey fire.