# Charitable Mascara Wands Wet N Wild's 'Avenging Amethyst' Will Help Wildlife in Need By Ell Smith | Published 2018-06-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/avenging-amethyst References: [thegloss](http://www.thegloss.com/beauty/wet-n-wild-lash-renegade-mascara-avenging-amethyst/) & [instagram](https://www.instagram.com/wetnwildbeauty/?utm_source=ig_embed) Wet N Wild has relaunched its popular [renegade lash mascara](https://www.trendhunter.com/trends/kush-big-hit-volumizing-mascara), this time, under the name of Avenging Amethyst. As its name suggests, this new cosmetic product aims to make a difference. The updated mascara offering is fighting against [animal cruelty](https://www.trendhunter.com/trends/camp-aspen) as a portion of the proceeds from each sale will go to Wands for Wildlife and Appalachian Wildlife Refuge -- an organization that aids injured or orphaned wildlife. With every online purchase, consumers will receive a bag which can later be use to donate one's [mascara wands](https://www.trendhunter.com/trends/animal-intelligence) to the organization -- the wands are later used for rehabilitation purposes such as brushing and grooming fur and feathers, inspecting injuries or removing ticks and bugs. Image Credit: Wet N Wild via Instagram @wetnwildbeauty ## Trend Insights (Trend Hunter) - Score: 1.9/10 - Popularity: 24% | Activity: 26% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Charitable Cosmetics:** The trend of cosmetics brands partnering with charities to create products that benefit a cause. - **Eco-friendly Packaging:** The trend of using recyclable or biodegradable materials for cosmetics packaging to reduce environmental impact. - **Cause-related Marketing:** The trend of brands incorporating social responsibility into their marketing to appeal to socially conscious consumers. ### Who This Affects Most - **Cosmetics:** Cosmetics manufacturers partnering with charities to create products with a humanitarian or environmental angle. - **Environmental Conservation:** Charitable organizations concerned about wildlife conservation partnering with cosmetics companies. - **Marketing and Advertising:** Marketing and advertising agencies helping cosmetics companies develop cause-related campaigns that resonate with socially conscious consumers. ## Related on Trend Hunter - [Breast Cancer Awareness-Focused Mascaras](https://www.trendhunter.com/trends/thrive-causemetics1.md) - [Cosmetics-Themed Dog Toys](https://www.trendhunter.com/trends/pawer-grip-primer-dog-toy.md) - [Microalgae-Infused Mascaras](https://www.trendhunter.com/trends/oceanly-lash-serum-mascara.md) - [Plant-Powered Neon Mascaras](https://www.trendhunter.com/trends/neon-mascara.md) - [Animal-Inspired Habitat Lip Balms](https://www.trendhunter.com/trends/endangered-animal-lip-balm.md) - [Liquid Lash Extensions Mascaras](https://www.trendhunter.com/trends/extensions-mascara.md) - [Charitable Lip Beauty Initiatives](https://www.trendhunter.com/trends/watier.md) - [Vegan Tubing Mascara](https://www.trendhunter.com/trends/eyeconic-mascara.md) - [Cornflower-Powered High-Quality Mascaras](https://www.trendhunter.com/trends/botanical-mascara.md)