Fragrance house

Whatever It Takes

Whatever It Takes is a charitable brand and global ethical product campaign operated through 21st Century Leaders, a wholly owned trading subsidiary of Trade plus Aid. Trade plus Aid owns the brand name, and the celebrity merchandise campaign launched in June 2005. The campaign was built around more than 750 leaders who donated original artwork, self-portraits, signatures, and messages of hope for use on products. Celebrity artwork was used under license, with net proceeds and royalties supporting projects addressing poverty alleviation, environmental conservation, and the protection of children. Its public identity was shaped by Charlotte di Vita, identified as founder of the 21st Century Leaders Foundation and its Whatever It Takes campaign. The fragrance range was a licensed collaboration with Apple Beauty and used contributors’ artwork, including editions associated with Kesha and Kanye West.