Empowerment through Beauty 

We recognize the importance of confronting reality. It’s impossible to “gloss over” the truth, and together, we can create a meaningful impact whilst embracing both beauty and purpose.

Overview

The Watermelon Umbrella Project is a Corporate Social Responsibility initiative launched in the seventh year of our brand's journey, rooted in purpose with our conscious community.

Inception

Founded in August 2024, this project emerged after months of witnessing the live-streamed genocide in Gaza. Our “Umbrella” aims to amplify awareness surrounding what many consider to be the greatest moral issue of our generation.

What's unfolding in Gaza, Palestine?

76 years later, we are the generation that has been selected for this moment in history, whilst being able to reflect with intellect and resources on how the occupation was established and continues to expand.

Introducing Colour Quench

Developing and formulating Colour Quench in shade Watermelon whilst ignoring its significance as a symbol of Palestinian resilience and resistance would be considered a 'stain' on our brand ethos.

Funds raised through the ongoing and long term  sale of Colour Quench in Shade Watermelon (our first Umbrella project)  will be pooled for the purpose of contributing to organisations uplifting humanity.

The Need for Awareness

The past 10 months have left an indelible stain on our collective consciousness. As South Africans , we understand that our freedom came with efforts and a global call from humanity who never gave up until South Africa attained its freedom. Being mindful of this , we aspire to raise hope through consistent efforts within our capacity.

"Love and compassion are necessities, not luxuries."