Source: Beautiful.me. Beautiful.me partners with Community Chest. From left: Elise Wong, CRM Executive, Beautiful.me; Mae Kng, Senior Associate Director, Community Chest; Olive Tai, MD, Beautiful.me; Wileen Chen, Manager of Relations & Engagement, Community Chest.
Beautiful.me, in partnership with rice importer and distributor Hak Yong Company and the Singapore Community Chest, has initiated the Giving Is Beautiful campaign. This project encourages Singapore’s online shoppers to contribute funds to provide rice to those in need.
The Singapore-based members-only online platform, specializing in premium beauty, health, personal care, and baby products, highlights that approximately 12% to 14% of Singaporeans face poverty. As part of Beautiful.me’s corporate social responsibility (CSR) efforts, every S$1 donated will fund the purchase and distribution of 1kg of rice to 10 local charities:
- AWWA
- Metta Welfare Association
- Viriya Community Services
- The Singapore Cheshire Home
- Whispering Hearts Family Service Centre
- Fei Yue Family Service Centre
- Pertapis Education and Welfare Centre
- Thye Hua Kwan Moral Charities
- Young Women Christian Association of Singapore (YWCA)
- Food From the Heart
Furthermore, Beautiful.me will reward contributors with ‘beauty coins,’ redeemable for products on the Beautiful.me website. All funds raised through the Giving Is Beautiful campaign will directly support the participating organizations.
“At Beautiful.me, we prioritize CSR because we believe that e-commerce platforms can be more than just shopping destinations—they can also be avenues for positive impact. While many people want to donate essential items like rice, the logistical challenges often discourage them. Beautiful.me bridges this gap, enabling the public to contribute easily and ensure rice reaches those who need it most,” says Olive Tai, MD of Beautiful.me.
Andrew Tan, Chairman of the Singapore General Rice Importers Association, emphasizes, “Unlike toys, clothes, or other commonly donated items, rice is a fundamental necessity for underprivileged families. However, its bulkiness poses a significant obstacle for individual donors. Recognizing this, Beautiful.me and Hak Yong have stepped in to address this issue.”
Ng Lingling, MD of Community Chest and Group Director of Fundraising & Engagement at the National Council of Social Service, expresses gratitude, stating, “We are truly inspired by Beautiful.me’s dedication to encouraging their customers to donate rice to those in need through Community Chest-supported charities. Their commitment to matching each dollar donated with a kilogram of rice is commendable. This initiative will not only provide for those facing hardship but also showcase the collective power of giving in creating a more compassionate Singapore.”
Interested in participating?
From now until December 31, 2016, donations starting from S$1 can contribute an equivalent amount of rice in kilograms. Confirmation and an invoice will be emailed. Donors can create a free account on www.beautiful.me to monitor their contributions, access invoices, and stay informed about CSR initiatives.
Watch this video about the Giving Is Beautiful campaign.