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As a result of a 24-hour fundraising initiative, Milk Makeup will donate $106,264 to the COVID-19 Emergency Relief Fund in New York City.

The cosmetics brand is donating 100% of the profits from its April 10 sales to the fund, which provides resources for health care workers, essential personnel, local businesses, unemployed workers and other city residents particularly vulnerable to the impact of the coronavirus pandemic.

“Every penny counts, and every penny goes back into the New York City Emergency Fund COVID-19. Thanks again to all the brave people of New York and around the world,” said Milk Makeup CEO Tim Coolican. The brand has also donated 240,000 euros in skin care products to health care workers in the city’s hospitals.

In addition to this one-day Milk Makeup initiative, the brand also gave away 1,155 limited edition Wu-Tang Clan x Milk Makeup lipsticks to customers who spent 50 euros or more on online purchases.