In a story that combines heart, family dynamics, and the power of quiet action, Tosca Musk, filmmaker and sister of billionaire Elon Musk, has made headlines after secretly raising $5 million for a South African orphanage. Her efforts, carried out without the knowledge of her brother, not only transformed the lives of hundreds of children but also prompted an unexpected response from Elon that has revolutionized social media and prompted a new perspective on the Musk family’s philanthropic approach.

Tosca Musk: Leaving Her Mark Beyond the Name Musk

At 51, Tosca Musk is much more than the sister of the richest man in the world. As the co-founder and CEO of Passionflix, a streaming service dedicated to romance novel adaptations, Tosca has made a name for herself in Hollywood. Her platform, often referred to as the “sexy Hallmark Channel,” has more than 500,000 subscribers and has grossed $22 million since its launch in 2017.

But Tosca’s ambitions go beyond business. Inspired by her mother, Maye Musk,’s resilience after leaving South Africa, Tosca has always felt a strong attraction to social impact. She attributes her values to her upbringing: her mother moved Tosca, Elon, and her brother Kimbal from Johannesburg to Canada after a difficult divorce, teaching them the importance of independence and empathy.

A secret mission for Hope Haven

The idea for the fundraiser came to us in early 2025, when Tosca visited South Africa and was impressed by the work of the Hope Haven Orphanage in Soweto. The orphanage supports more than 150 children, many of them affected by poverty and HIV/AIDS, with a focus on education and empowerment—values Tosca holds dear.

Determined to help, Tosca launched the “Love for a Cause” campaign on Passionflix. For every new or annual subscription between January and July, 50% of the proceeds went directly to Hope Haven. The campaign included a short film about the orphanage, directed by Tosca, but kept the initiative low-key. There were no flashy press releases or mentions of the Musk family, just subtle messages integrated into the Passionflix interface, drawing on the platform’s loyal fanbase.

This discretion was intentional. Tosca has often spoken about the challenges of being Musk; in a 2023 interview, he described how people assume his brother funds all of his projects, leading to inflated prices and skepticism about his accomplishments. “Everyone assumes my older brother pays for everything, but he doesn’t,” he said. By keeping the fundraising independent, Tosca ensured the effort was authentic and not overshadowed by his brother’s fortune.

$5 million raised and a family surprise

After six months, the campaign had quietly raised $5 million, enough to fund a new dormitory, a computer lab, and a year’s supply of meals for the children. Tosca was proud, but she hadn’t told Elon.

That changed at a family gathering in Austin, Texas, in August 2025. As the Musks discussed philanthropy, Tosca casually mentioned her achievement, hoping for nothing more than a nod of approval. Instead, Elon was stunned. According to family sources, he exclaimed, “Why didn’t you tell me? I could have tripled that!”—a mixture of admiration and frustration.

In true Elon fashion, he immediately pledged an additional $10 million to Hope Haven, promising to install Starlink internet and Tesla solar panels to help the orphanage become self-sufficient. Tosca was stunned. “I wanted this to be my thing, something I did on my own,” she later told CNN. “But Elon has good intentions: He saw the impact and wanted to amplify it.”

Social media reactions: support and skepticism

Elon’s reaction quickly became a trending topic. His followers praised his generosity, but others accused him of overshadowing his sister’s achievement. One X user wrote: “Tosca Musk proves you don’t need billions to make a difference; just heart and effort.” Another commented: “Why can’t Elon let his sister shine? She always has to outdo everyone.”

The debate highlights the complex dynamics of the Musk family. While Tosca and Kimbal have forged successful careers, they have often had to demonstrate their independence in the shadow of Elon’s global fame and fortune.

A different kind of philanthropy from Musk

The Musk family’s charitable donations have long been under scrutiny. The Musk Foundation, run by Elon and Kimbal, holds $5 billion in assets but has faced criticism for its low payout rates and donations that often align with Elon’s business interests. In 2021, the foundation donated $160 million (just above the IRS minimum), mostly to high-profile causes like St. Jude Children’s Research Hospital and Musk-affiliated projects.

Tosca’s fundraising is distinguished by its community focus. Unlike the foundation, which doesn’t have full-time staff and is managed by close associates, Tosca’s campaign was grassroots and independent. Its success challenges the notion that the Musk family’s philanthropy is focused solely on money or Elon Musk’s agenda.

Transforming Hope Haven and South African Philanthropy

The impact on Hope Haven is profound. The $5 million will allow the orphanage to expand its capacity to 200 children, incorporate a STEM curriculum, and cover critical medical expenses. Elon’s additional $10 million will incorporate Starlink internet and Tesla solar panels, giving the orphanage tools for 21st-century learning and energy independence.

South African leaders have welcomed the donations but emphasize the need for continued support. “This is a lifeline, but systemic poverty requires long-term investment,” said Naledi Mbatha, an education advocate in Soweto. The news has also highlighted South Africa’s broader challenges, such as high youth unemployment and limited access to technology in townships.

Family, legacy, and the future of giving

Within the Musk family, the episode has prompted reflection. Tosca’s decision to keep the fundraising secret stemmed from her self-determination, her desire to prove she could make a difference on her own terms. Kimbal Musk, who built his own restaurant empire and the nonprofit Big Green, has faced similar challenges. Elon’s instinct to broaden his impact, while well-intentioned, also reveals the competitive and ambitious spirit that defines the family.

However, both approaches have merit. Tosca’s campaign demonstrates the power of community action, while Elon’s resources can amplify the impact on a global scale. Their joint efforts could mark a new chapter in Musk family philanthropy: one that combines independence, collaboration, and a shared commitment to meaningful change.