It may seem counter-intuitive to stage a pre-Academy Awards celebration (or any kind of party) as war rages halfway around the world and COVID-19 is still a presence. However, Rita Branch (whose events have raised funds for numerous animal welfare and medical-related causes through the years) notes that the Secret Room Events’ 2022 Pre-Academy Awards Style Lounge was—more than ever—about celebrities giving generously to people who need it the most.
‘We took donations for Ukraine refugees on-site when guests arrived, and we auctioned off gift bags with celebrity autographs,’ says Branch, who added donations for refugees were collected throughout the event. ‘The bags were filled with personal care and wellness products, fashion accessories, and healthy snacks from some of sponsors including Super Goop, Lumify redness reliever eye drops, 4 U by Schells, Jones Soda, Hungry Squirrel, Mercury’s Coffee Co., Kuolmi handmade jewellery, BlingBook, Oakmann, Spa Technologies, Serenity Nail Polish, Blooming Candle Co., Obsidian’s, Hunie Hair Care, AyeSee Beauty, Borestone Soap Company, Mark’s Mindful Munchies, Inc., and Sydoni Skincare and Beauty.’
The Pre-Academy Style Lounge festivities took place on the Friday before the big day, March 25, at the SLS Hotel’s Ballroom in Beverly Hills. Nominees and talent found time to reflect upon recent current events between on-site beauty services, including eyelashes by Je Suis Diva, Botox, and other fillers by one of the top practitioners in town.
In-person sponsors on site to preside over the festivities as well as help Rita Branch encourage donations included LuxeFair.com and the Beverly Hills Tennis Academy, offering celebrities tennis gift certificates for instruction, as well as, BiOptimizers, a fast-growing health and wellness company noted for its digestive optimization supplements, BodyByBree Fitness, a holistic lifestyle plan (including an organic supplement line, cookbook all about gluten, and dairy-free recipes), plant-based and women-owned Ase’ Hair Care, purse collection Pikagos, the Vanity Vegan’s 100 per cent vegan lipsticks, and Truly-yourself.com, an online clothing and jewellery store for LGBTQ+ and those who love and support them.
Elyse Glickman is US west coast editor of Lucire.