You’re going to get to know these three words pretty well over the coming months: All For Eve is a new brand founded by George Hammer of Urban Retreat fame that raises funds for the significantly underfunded area of gynaecological cancers. Because cancer of the ovaries and other gynaecological areas still need so much research, George is trailblazing the All For Eve campaign to finally start funnelling much needed money towards finding a cure via The Eve Appeal which was set up to save the lives of women suffering from gynaecological cancers. Inspired by his sister in law, who sadly died from ovarian cancer, the fundraising will come mainly from All For Eve beauty and fashion products, where all profits go straight to the charity. The twist is that various brands; currently Rock & Republic, Elemis, Murad and Bliss, to name but a few, will develop products specifically for All For Eve. The products will be sold through accessible outlets so we can all start stocking up on truly worthwhile beauty and fashion must-haves. Expect to see products, including shower gels, body scrubs and nail varnish rolling out from spring next year. What’s impressive about All For Eve is that literally all profits go straight to funding gynaecological cancer research: that’s exactly what the brand has been designed for; no giving a pound here and there, no murky ‘percentage of profits’…it’s the whole damn lot. Simple as that.

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