Maybelline is launching Brave Together, a new global philanthropic platform aimed at raising mental health awareness and supporting people with anxiety and depression.
It is an ambitious initiative. The L’Oréal-owned brand has pledged $10 million over the next five years to mental health organizations worldwide. The brand has also created a mental health education web site in partnership with organizations such as Crisis Text Line, Columbia University, National Alliance on Mental Illness and the Jed Foundation. With Crisis Text Line, Maybelline is also planning to launch a co-branded text line for people to have anonymous access to free mental health resources and support.
“We know that one in five people are living with anxiety or depression, including an astonishing number of women — they’re more than twice as likely as men [to live with anxiety or depression],” said Trisha Ayyagari, global brand president, Maybelline New York. “We want to support