This Brand Has Reimagined Black Friday and They’re Hoping Others Will Join Them
MV Skintherapy redefines Black Friday with purpose-driven giving, encouraging conscious purchases that create real impact.
For most of the world, Black Friday has stretched far beyond its original long-weekend hype. It now sprawls across the entire month of November, a rolling wave of marketing frenzy, designed to push us into rapid consumption at a pace our nervous systems weren’t built for.
And yet, beneath that noise lies something far more powerful: the collective force of where we choose to place our money.
This year, as in years prior, MV Skintherapy continues its tradition of reimagining Black Friday. Not with steeper discounts (unsustainable for a small business producing high-quality products), but by redirecting the weekend’s intensity into something meaningful and intrinsically human. Harnessing the energy around this global shopping phenomenon into a movement that gives back is exactly what the brand is hoping for, and they invite other brands to join them.
MV Skintherapy is an Australian, female-founded skincare brand known for pioneering the green beauty movement. Founded by celebrity facialist and sensitive skin expert Sharon McGlinchey in 1999, the brand bridges the gap between beauty therapy and complementary medicine, creating selfcare rituals that are simple, luxurious, and effective.
Swapping Discounts for Donations
Instead of price slashes, MV is donating $10 from every order over $100 to the UN Children of Gaza Crisis, supporting urgent care for some of the world’s most vulnerable young people. In a quietly personal move, founder Sharon McGlinchey will be matching those donations dollar for dollar. MV is already a partner with UNICEF, an official UNICEF Champion for Children, and donates every month to provide essentials like clean water, education, healthcare, and emergency relief to children around the world.
Customers will still receive a free gift with purchase, an act of reciprocity rather than enticement, but the heart of the campaign rests on this simple idea: if Black Friday is going to be big anyway, why not channel its momentum toward something life-affirming?
Stepping Away from the Frenzy
There’s an odd tension to Black Friday today. Research from RMIT and other consumer behaviour studies shows that shoppers are increasingly cynical about the month-long promotion cycle, drawn in yet uneasy. Sustainability advocates call it “the great contradiction,” a holiday built on mass consumption that arrives each year even as conversations about climate, labour, and ethics grow louder.
MV is taking a different tack. The brand is intentionally not pressuring anyone to purchase. Instead, it invites shoppers to feel empowered by thoughtful choices. This is not a weekend to be swept up in marketing mania, buying items you don’t truly need. It’s a chance to support businesses whose values align with your own, to participate consciously, and to invest in quality over rock-bottom price. Thoughtful purchasing rather than more purchasing has always been central to MV’s ethos.
The Power of Where We Place Our Money
The political climate and global crises can leave people feeling powerless. Yet consumer behaviour research consistently shows that purchasing power shapes industries more quickly than any advertising campaign. Every purchase is a vote: we choose which supply chains to sustain, which values to uphold, which businesses to amplify.
MV’s campaign is rooted in that belief. Whether someone shops with the brand or not, the message remains: support small businesses, support transparent and giving brands, support those who produce less but produce better, who treat wellbeing and the planet with reverence.
A Different Kind of Participation
Black Friday isn’t going away, but it can be reshaped. MV’s version is simple: turn a season of excess into a moment of care and meaning. Use the weight of a shopping holiday to lift someone who will never know your name.
Choosing to purchase from thoughtful, ethical brands can be as transformative as the donation itself. It’s about selecting higher-quality products over the cheapest option, supporting materials and ingredients that are responsibly sourced, and engaging in a more considered form of consumption.
A Moment to Reimagine Impact
Black Friday, reimagined, becomes less about the thrill of saving and more about the quiet satisfaction of spending with intention. This year, whether you shop or not, consider the ripple effect of your choices. In a world that often feels heavy, the smallest gestures, donations, purchases with purpose, support for ethical business, can become anchors.
The power of purchasing is the power to shape the world. And that kind of participation is always worth imagining differently.
You can explore the Black Friday, Reimagined campaign at www.mvskintherapy.com right now.
