02 Sep, 2022

Model Mushk Kaleem’s candle brand Musk by Mushk will be setting aside one-tenth of its profits to contribute to flood relief efforts.

Pakistan is faced with one of the most devastating natural disasters in its history. With damage to lives, homes and entire villages, it has overtaken the 2010 floods. Considering that there are particular areas that are affected, it is the duty of the rest of the nation to help out as much as they can.

On Thursday, Kaleem took to Instagram and shared a joint post with her business. “Doing our necessary part as our heart goes out to the thousands affected by the floods. If you wish to help/contribute, head to our website,” she wrote.

The post was split into two written parts along with photos of people affected by the floods. In the first part, there was a prayer for them. “The fatal floods in Pakistan have shocked the entire country. In our deepest, darkest moments, what really gets through is a prayer. May Allah help the families who have lost their homes and their belongings because of this flood disaster. Ameen.”

In the second, there were details about how the brand was going to go about the donation. “As a small contribution, Musk by Mushk will be donating 10 per cent of our profits of September 2022 to the victims with the support of trustworthy organisations. Let’s all come together in these testing times and help our nation rebuild their lives!”

There are more celebrities stepping up and using their influence to extend a hand to those affected by the catastrophe. The Indus Relief 2022, a relief initiative set up by author Fatima Bhutto, her brother and artist Zulfikar Ali Bhutto Jr and Menaal Munshey, is auctioning experiences to raise money for flood victims in Pakistan.

Among the many experiences being auctioned is a private screening of Jemima Khan’s new film What’s Love Got To Do With It and an hour in the studio with British musician and producer Nitin Sawhney.

Also up for auction is original artwork by Misha Japanwala, Zulfikar, Abdullah Qureshi, Hiba Schahbaz, Naizah Khan and couture by Shahmir Sanni. VIP tickets for Goodwood Revival, a motorcar race, and a horse race are also being offered.

Brands such as Esfir Jewels, Zayfied and B&B Derma are also contributing a portion of their proceeds to flood relief efforts.