Kiehl’s Since 1851 celebrated its 10th year of supporting amfAR, the American AIDS research organization, and over $2 million raised since 2010 in an open-air space at Westfield Century City in Los Angeles on Saturday afternoon. This year, the brand is donating $100,000.

Funds are collected from in-store and event contributions, notably during Kiehl’s annual LifeRide motorcycle trip, when celebrities and supporters ride through major U.S. cities to raise awareness for the cause. This time around, instead of the usual voyage, riders embarked on a two-hour motorcycle excursion instead.

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