Leading beauty company L’Oréal Caribe has announced a corporate donation to non-profit organization GROOTS Trinidad & Tobago, to support vulnerable women in Trinidad. The donation consists of $5,000 USD to support the grassroots organization on the continued operations of its transition home which has been home for 29 women and 16 children.

It comes as the country sees a rise in social challenges. Since the beginning of the COVID-19 pandemic, GOOTS T&T has reached 25 women AND 35 children, and others, including students and street dwellers, totaling 117 people impacted by the organization. Between March and December 2020, GROOTS T&T cooked and deliver 6,542 hot meals to families in Sea Lots, Morvant, Trincity, D’Abadie, Oropune Gardens and St Augustine 6 days per week.

To help vulnerable women worldwide, in May 2020 L’Oréal Group created a €50 million charitable endowment fund to support field organizations and local charities in their efforts to fight poverty, help women achieve social and professional integration, provide emergency assistance to refugee and disabled women, prevent violence against women, and support victims and survivors. Applications to the L’Oréal Fund for Women for local charities and on the ground organizations working to support highly vulnerable women are open on a rolling basis until 2023. For more information, visit https://www.loreal.com/en/news/commitments/supporting-highly-vulnerable-women/.

“L’Oréal has long been committed to supporting women’s rights. We recognize the crisis triggered by the Covid-19 pandemic has had devastating effects on those who were already struggling socially or economically or were victims of abuse, especially women and children Domestic and sexual violence has increased worldwide, including in Trinidad and Tobago, particularly due to the effects of lockdown measures. This is an urgent matter for us. At L’Oréal Caribe we recognize GROOTS T&T’s efforts to help save women and their children from domestic violence. We hope our contribution will provide the organization with the resources they need to continue their endeavors at their eastern transition home”, said Dave Hughes, General Manager for L’Oréal Caribe.

“A lack of economic empowerment and independence locks women into a situation of violence” GROOTS T&T is eternally grateful to L’Oréal Caribe for its generous donation and assistance in helping to ‘unlock’ its financial dilemma.

L’Oréal Caribe’s timely intervention has not only saved the organization from possible homelessness, but also help in preventing our women and their children from returning to the violent situation from which they flee seeking solace in our transition homes”, said Mrs. Delores Robinson, Executive Director for GROOTS Trinidad and Tobago. Domestic violence increased by an estimated 243% over the period January 2020 to December 2020, based on reported cases of domestic violence by the Police and the Domestic Violence Hotline and collated by the Central Registry on Domestic Violence.