Chuy Bravo, star of the E! channel’s Chelsea Lately show, has launched the Chuy Bravo Little Nugget Foundation in order to offer drug and alcohol rehabilitation treatments and facilities for those in financial need. The TV personality recently hosted a Hollywood party to celebrate the launch, featuring a live performance by Beach Girl5 and sponsored by Joico and Reality Cares.

Held at Hollywood’s My Studio, a unique facility that produces customized DVDs, the soiree was hosted by comedian and Leno regular Ross Matthews, and guests included actor and comedian Kevin Nealon, Dr. Drew, Stephanie Pratt of The Hills, former Miss USA Chrystle Stewart, Prison Break’s Camille Guaty and 2012 and Eastwick star Johann Urb. Foundation Vice President Tammy McCann reports that the V.I.P. gifts donated by Joico—the iconic Joico K-PAK Shampoo, Conditioner and Deep Penetrating Reconstructor trio—were the hit of the event! “The girls loved them, the guys loved them,” McCann reveals.

According to McCann, the first venture for the foundation will be to build a rehab center in Bravo’s hometown of Michoacán, Mexico. “It’s an area with a serious problem,” explains McCann. “The drugs are even in the elementary schools and the 11- and 12-year-old girls are turning to prostitution to pay for them. We’ve selected a beautiful spot for the center, and we’re working with the architects now. We’re hoping to help a lot of people and Joico has truly been instrumental in making it all possible.”