THE WHAT?  Maybelline New York has announced a new, long-term global partnership with the WHO Foundation aimed at expanding access to mental health services worldwide. This collaboration aligns with the cosmetic giant’s Brave Together program, which has set ambitious goals to support mental health initiatives globally.

THE DETAILS  Under the Brave Together initiative, Maybelline New York commits to helping 10 million people receive one-on-one mental health support and pledges to donate $20 million to related causes by 2030. This partnership reflects a shared vision between Maybelline and the WHO Foundation to enhance mental health support systems, empower local NGOs, and improve health service norms globally.

THE WHY? Since its inception in 2020, Brave Together has already facilitated access to free professional mental health support for over 1.65 million people across 34 countries. With the new partnership, Maybelline New York is donating an additional $1.8 million to the WHO Foundation, aiming to reach at least 2 million more individuals by 2028.