La La Anthony collaborates with Now and Later® to giveaway $50K to Black-owned businesses through self-care campaign

In recognition of new black-owned businesses in the self-care sector, the Now and Later Ferrara candy brand has launched “Pause Now, Hustle Later” in collaboration with media personality, entrepreneur, and candy enthusiast, La La Anthony.

This initiative is part of the brand’s ongoing support of go-getters and changemakers in the Black community, PR Newswire reported.  

The campaign was launched on July 24 – International Self-Care Day, with the aim to encourage individuals to take a break from their nonstop hustles.

Anthony believes that her collaboration with Now and Later® will aid to eradicate the mindset of hustle culture, which is deeply established in society, particularly in the Black community.

“It’s something that I struggle with as well, just like self-care and being able to stop, and Now and Later® is reminding us to pause now and hustle later,” La La said. “I think it also just comes into the thought process of working smarter, not harder. Just because you’re driving yourself into the ground and not sleeping, doesn’t mean you’re doing a better job or you’re getting further than someone that might be working four days a week, but really putting great time and effort into the fewer hours that they’re working.”

In preparation for National Black Business Month in August, Now and Later® also pledged $50,000 in financial support to the chosen small businesses through the “Pause Now, Hustle Later” Grant. Each company will get $10,000 to support their efforts and promote further expansion.

“Now and Later® is dedicated to supporting Black leaders and entrepreneurs who are making a positive impact in their communities, which is why we launched the ‘Pause Now, Hustle Later’ Grant during Black Business Month,” Dave Foldes, director of marketing at Now and Later®, said in a press release. “According to the Small Business Association, 50 percent of small businesses fail within the first five years due to a lack of financial resources.”

He also added, “In recognition of the hustle of entrepreneurship, we’re proud to help amplify these small businesses, and to partner with an advocate like La La who not only shares Now and Later’s Brooklyn-born origins but also embodies the brand’s bold and vibrant spirit.”

La La also released a hand-picked list of Black-owned self-care businesses with goods and services that can be included in any self-care regimen to support fans in their celebration.

“As a mom and businesswoman, the hustle is a part of my daily grind.” the actress stated. “I’m always on the go, but at the same time, I have to pause and prioritize self-care so that I can show up as my best self. One of my favorite ways to unwind is to enjoy a sweet treat like Now and Later®, and now I get to encourage others to take a pause while also shouting out some of my favorite go-to Black-owned companies.”