The Beauty Backed fundraising initiative, which began in 2020 to support the independent businesses and entrepreneurs in the beauty industry who were directly impacted by the COVID-19 pandemic, has now launched as a Trust. The goal of Beauty Backed Trust is to change the perception of the industry as it is often overlooked and to provide a means to support everyone in the beauty industry. The trustees are beauty professionals Alexandra Forbes, Caroline Hirons, Dija Ayodele, Lesley Blair, and Lisa Potter Dixon. In a joint statement, the trustees said:

“As Trustees we are truly passionate about the beauty industry and are delighted to be instrumental in taking Beauty Backed from a movement to a Trust. Our initial goal is to support as many beauty professionals as possible to get back to work."

The Beauty Back Trust has kick-started with its Back to Work campaign, supporting people in the beauty industry, in whatever way is needed to get back to work on 12 April.