Lingerie label Honey Birdette will donate 100% of the profits from its latest product in support of the McGrath Foundation and Breast Cancer Awareness Month.
The brand has released a limited edition pink soy massage marshmallow candle, as well as pledging a minimum $10,000 donation to the foundation.
As of October 13, the brand had already raised $18,000, with only $12,000 more to go before it reaches its self-assigned target.
In order to bring additional awareness to the campaign, Honey Birdette’s in-store and head office team will be giving up their signature red pout.
The brand will instead be for a bright pink lipstick for the duration of Breast Cancer Awareness Month.