After holding its 24-hour-long fundraising initiative, Milk Makeup has now pledged to donate $106,264 to the New York City COVID-19 Emergency Relief Fund. The beauty brand has vowed to donate 100 percent of the proceeds from purchases made any time between 12 a.m. and 11:59 p.m. EST on April 10 and will now use these funds to provide resources for healthcare workers, essential staff, local businesses, unemployed hourly workers and other residents of the city particularly vulnerable to the impact of the coronavirus pandemic.

“New York City has been Milk’s home for 23 years,” Milk Makeup and Studios Co-Founder Mazdack Rassi said. “This city has given us everything, it’s our time to give back.”

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100%. 24 HOURS. NYC. – $106,264.31 was raised in 24 hours in collaboration with the Wu-Tang Clan for the NYC COVID-19 Emergency Relief Fund. – Every cent raised will help provide resources for health care workers and essential staff, local small businesses, displaced hourly workers, families, youth, and vulnerable New Yorkers. – 1,155 Wu-Tang x Milk Makeup Lip Colors were gifted. – $250,000 (retail value) worth of skincare products was donated to NYC frontline responders to help them get in some much-needed self-care. – And we couldn’t have done it without you. We’re so happy you’re part of the Milk Makeup Family. – Thank you ❤️ – @mazdackrassi @zannarassi @gg_georgie_greville @wutangclan @rza @sephora @milk @ponyy_boyy @sarah_louwho @le_chadd

A post shared by Milk Makeup (@milkmakeup) on Apr 11, 2020 at 9:00am PDT

The charitable initiative came from a partnership of the Wu-Tang Clan: anyone purchasing at least $55 worth of product has also received a free Wu-Tang x Milk Makeup Lip Color in “Flow.” Over the course of the day, Milk ended up gifting a grand total of 1,155 limited-edition lipsticks. The brand has also donated $250,000 worth of skincare products to healthcare workers at hospitals across New York City.

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?TODAY'S THE DAY ?For 24 hours, we're donating 100% of sale proceeds from milkmakeup.com to frontline responders in our home, NYC – We'll also be gifting the ultimate collector’s item, a FREE Wu-Tang x Milk Makeup Lip Color in Flow when you spend $55+ ?? – shop on milkmakeup.com + let us know what ur picking up in the comments ??"

A post shared by Milk Makeup (@milkmakeup) on Apr 10, 2020 at 5:04pm PDT

“Every cent counts, and every cent is going back to [Mayor Bill de Blasio’s] NYC COVID-19 Emergency Fund,” Milk Makeup CEO Tim Coolican said. “Thank you again to all of the brave first responders in New York and around the world.”

V and VMAN are honoring charities that have only amplified their mission statements to ensure that those most affected by COVID-19 are supported. For those in the position to, we have included links in which you can lend a helping hand. Check out some more charities to donate to, below. 

Boys and Girls Club of America: Click here to help keep kids in a safe environment that allows for learning, playing and growing during the coronavirus.

CDC Foundation: Click here to help the CDC be prepared to strengthen security needs and immediate COVID-19 responses.

Ronald McDonald House Charities: Continue supporting families who have children with serious illnesses. You can donate here.

First Book: Click here to ensure kids are engaged in learning by providing with e-books and books to enjoy while out of school.

Meals on Wheels: Click here to lend a virtual hand and assist vulnerable seniors who are at higher risk of catching the infectious virus.

National Domestic Violence Hotline: With people confined to their homes, victims are more susceptible to domestic abuse. Click here for different ways to offer support during these times.