DESIGNME Roots Itself in Social Impact With New Women's Campaign

MONTRÉAL, QC – February 27, 2026 – Canadian haircare brand DESIGNME has unveiled a new initiative that seeks to blend beauty, empowerment, and social responsibility. The company announced the launch of Rooting for All Women, a limited-edition campaign designed to celebrate female transformation while providing tangible support to women's organizations across North America. The campaign, which runs through March, features specially packaged best-selling products and a commitment to donate up to $10,000 of the proceeds to charities, including Montréal's own Chez Doris.

This move places the vegan and cruelty-free brand, founded in 2016, squarely within a growing movement in the beauty industry: the shift from purely aspirational marketing to purpose-driven engagement. By tying product sales directly to a charitable cause, DESIGNME is betting on a strategy that an increasing number of consumers not only appreciate but have come to expect.

A New Blueprint for Beauty

The modern beauty consumer is more discerning than ever, armed with information and driven by values that extend far beyond the product itself. The rise of conscious consumerism has transformed the industry, with studies showing a significant majority of shoppers, particularly millennials and Gen Z, preferring to buy from brands that align with their social and environmental values. This has created a competitive landscape where corporate social responsibility (CSR) is no longer a peripheral activity but a core component of brand identity.

DESIGNME's campaign enters a space where giants like Aveda have built decades-long reputations on ethical sourcing and environmental initiatives, raising over $60 million for clean water projects. Similarly, competitor Pureology emphasizes its commitment to sustainability through recycled packaging and reduced water usage in manufacturing. While DESIGNME has always highlighted its product ethics—being vegan, cruelty-free, and sulfate-free—the Rooting for All Women campaign marks a more explicit and significant foray into direct social impact and community partnership.

"Rooting for All Women is about honouring the many transformations women experience -- personally, professionally, and creatively," said Cynthia Desrochers, VP Global Marketing and Digital at DESIGNME, in a statement. "It's a celebration of resilience and reinvention, while also creating meaningful impact for women who need support most." This messaging of metamorphosis and empowerment aims to connect with consumers on a deeper, more emotional level than performance claims alone.

From Corporate Commitment to Concrete Action

For many consumers, the true test of a purpose-driven campaign lies in its authenticity and tangible impact. DESIGNME's partnership with Chez Doris provides a powerful, local anchor for its charitable claims. Founded in 1977, Chez Doris is a cornerstone of support for vulnerable women in Montréal, offering a safe haven and essential services 24/7.

The organization serves over 1,700 women annually, providing everything from meals and a night shelter to financial management and medical services. In a setting where women are rebuilding their lives, often from situations of extreme precarity, access to basic hygiene products is not a luxury; it is a fundamental component of restoring self-worth.

Diane Pilote, Executive Director of Chez Doris, highlighted the significance of this specific type of support. "This partnership reflects our mission in a meaningful way: transforming corporate commitment into concrete action," Pilote stated. "Access to essential hygiene and hair care products plays a vital role in restoring confidence and self-worth. DESIGNME's support directly helps preserve the dignity and autonomy of the more than 1,700 women we serve each year."

This collaboration moves the campaign beyond abstract goodwill, illustrating a direct line from the purchase of a limited-edition dry texture spray or curl mousse to helping a woman in need feel more confident as she navigates her path toward stability. It's this on-the-ground connection that can differentiate a marketing initiative from a genuine effort to foster community well-being.

Redefining Beauty's Narrative

The campaign's theme is built around the idea of metamorphosis, reflecting the personal and professional evolutions that define women's lives. This narrative choice aligns with a broader cultural shift within the beauty industry, which is slowly moving away from rigid, unattainable standards and toward a more inclusive celebration of strength, individuality, and resilience. By focusing on transformation and growth, DESIGNME taps into a powerful story that resonates with a modern audience tired of being told they need to be fixed.

This approach acknowledges that the brand's core demographic—from the stylists behind the chair to the end consumers—are multifaceted individuals navigating complex lives. The campaign aims to be a mirror, reflecting their strength rather than just their appearance. It's a strategic pivot that fosters a sense of community and shared values, suggesting that the brand is not just selling a product but is invested in the journey of its customers.

Available throughout March, the Rooting for All Women collection gives a temporary makeover to two of the brand's fan-favourites: the PUFF.ME dry texture spray and the BOUNCE.ME curl mousse. The collection is rounded out with a limited-edition hair clip, creating a tangible set of products for consumers to engage with. A portion of the proceeds from this collection will fund the donation, which is capped at a total of $10,000 for North American charities. While the brand has not specified the exact percentage of proceeds, the public commitment and partnership with established organizations like Chez Doris and Rosie's Place in Boston lend credibility to the initiative. As the press release notes, this is more than a campaign; it's a reminder that when women are supported, they flourish.