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Going green has never been more fashionable thanks to a slew of eco-friendly products—and their celebrity supporters! Julianne Moore leads the charge with her limited-edition label for Kiehl’s organic Acai Damage-Protecting Tonic Mist (Pharrell Williams, surfer Malia Jones and artist Jeff Koons also front the campaign). One hundred percent of the proceeds from the spray’s sales benefit the Rainforest Alliance. Fashion brands and retailers are also celebrating Earth Day with special initiatives. Loomstate will plant a tree with every purchase made today, while Louis Vuitton is donating 10% of today’s online sales to Global Green USA. Rock & Republic is offering 20% off a new pair of jeans, just for donating an old pair to one of its stores! Check out more eco-friendly products & deals in the gallery below.

Nicole Richie kicked Earth Day off by getting crafty at West Hollywood boutique Satine last night. The fashion designer was on hand to support Dasani’s Green Cap program, which highlights do-it-yourself projects as a way to live greener. “We are actually pretty green over at my house,” Richie, who wore a vintage kimono, told us. “We go as far as taking out our phone chargers when we’re not using them. We turn off our power when we leave town…and we use recycled plates and cups.” Using everyday items from sweatpants to rubber bands, Richie created her own green knit cap, which she lined with studs. Does she plan to incorporate sustainable materials in her Winter Kate and House of Harlow 1960 lines? “We’re definitely exploring that option,” she said. “Obviously it’s the smarter choice so I think myself and most designers are working our way into that world.”

—Enid Portuguez, with reporting by Carolee McKay