EAST VILLAGE — A fleet of motorcycles will roar up Third Avenue Saturday to mark the end of a weeklong philanthropic ride across the Northeast.
The event, hosted by longtime East Village-based skincare brand Kiehl’s to help raise money for HIV/AIDS research, culminates at the company’s flagship store on Third Avenue and East 13th Street with 160 bikers expected to roll through.
A bevy of celebrities are slated to take part in the event, including actors Jason Lee, Mark-Paul Goselaar, Tyson Beckford, Tricia Helfer and Justin Chatwin, with nightlife impresario Paul Sevigny providing the music.
The ride, now in its second year, seeks to raise money and awareness for amfAR, the Foundation for AIDS Research. Kiehl’s will donate $100,000 to the organization on Saturday.
“From our inception, it has been Kiehl’s mission to always give back to the communities in which we do business,” said the company's U.S. president Chris Salgardo, who is leading the ride, in a statement.
“I’m humbled that as a company, we not only raise funds for amfAR, but we get personally involved with the cause.”
The number of bikers also has special significance, as Kiehl’s is celebrating its 160th anniversary this year.
The riders have already made stops in Pennsylvania and Massachusetts since embarking on the trip July 31.
The company has raised more than $1 million for HIV/AIDS organizations since making it a philanthropic mission in 1996.
The event, which is open to the public, will feature barbecue by Union Square Events, drinks from Sixpoint Craft Ales and cupcakes from Magnolia Bakery, as well as ping-pong and a 15 percent discount on all Kiehl’s purchases throughout the day.
Kiehl’s LifeRide for amfAR, noon to 4 p.m., Sat., Aug., 6, 109 Third Ave.
