We all know how powerful the lure of brand loyalty can be. At Allure, several of us (maybe) spend hours scouring the Internet searching for our favorite discontinued products (oh, Fresh Supernova Mascara, why did you quit us?). But when a company demonstrates an unflagging dedication not only to its customers but also to a cause year after year, you know it’s a brand to fall on your beauty sword for. Case in point: Kiehl’s Since 1851. For the past two decades, the brand has fervently supported HIV/AIDS organizations like amfAR, raising approximately $3,580,000 toward finding a cure for AIDS. This year, the brand continues its partnership with the Foundation for AIDS Research for the seventh annual Kiehl’s LifeRide for amfAR. The 11-day charity ride will begin in Kiehl’s NYC hometown and end in Philadelphia, with notable riders including actor , TV host , and rugby champion making stops in Kiehl’s stores along the way.

And if that wasn’t enough, the purveyor of fine-quality skin and hair care is donating 100 percent of Kiehl’s net profits (up to $25,000) from the sales of the cult favorite Limited Edition Ultimate Strength Hand Salve to amfAR, too. That’s brand loyalty that goes a long, long way. —Jennifer Henderson