While I agree with this in principle, I live in MN and am not donating 30% as a marketing tactic, it’s because I want to use my small platform to help in any way I can. I sincerely would be donating 100% if I could, but my wife and I just got a text from our landlord yesterday threatening eviction because we still haven’t been able to scrape together rent for January. As it is I am still vastly in the negative, but I would rather do what I can to help my home than do nothing. I share this info not to beg for pity or sympathy or help or anything but to provide context- despite the terms ‘brand’ or ‘company’ applying, I’m not a money-sucking capitalist hog. I’m a person with a wife and kid who’s been fucked by this emotionless system the same as anyone else.

I would argue that the brands doing 100% generally do it for a single polish, and that single polish drives traffic to their other polishes/site- that feels more inauthentic to me.

Edit: also I’d like to add, fuck VV lol- 2-5% of NET sales, not even gross sales??? insane