With a five-year-long partnership with the WHO Foundation, Maybelline New York takes its next strides towards making mental health accessible. With this initiative, Maybelline aims to make free, confidential support for mental health available to all.
To make access to mental health support easier and wider, Maybelline New York has announced a long-term global partnership with the WHO Foundation. The two organisations share a common vision: to make a substantial on-ground impact by improving norms as well as health systems. Further, they aim to empower local NGOs to provide mental health aid and support to the local communities.
Maybelline launched Brave Together in 2020. Since then more than 1.65 million people in over 34 countries have gained access to free one-on-one professional support. Through the new partnership, in furtherance of the Brave Together Campaign, the brand has pledged $1.8 million to the WHO Foundation. The aim is to help around 2 million additional people get access to mental health services by 2028.
With the ‘Brave Together’ Program, Maybelline aspires to provide one-on-one support to 10 million people. Additionally, it has a goal to donate $20 million to this cause by 2030.
A mini-documentary series called ‘Healthier Together’ highlights this new partnership and the Brave Together Initiative. BBC Storyworks Commercial Productions has produced the series and WHO Foundation is presenting the same. The mini-series shines a light on the on-ground impact of the initiative in countries, including India, Japan, and the US. The series will go on-air this Mental Health Awareness Month. It will highlight how organisations can make a huge impact on global mental health.
“Maybelline New York’s mission is to give everyone the self-confidence they need to express their beauty. We know that makeup has a role to play in that, but the real work starts on the inside,” says Trisha Ayyagari, Maybelline New York Global Brand President. “We started Brave Together to support those facing anxiety or depression. All the countries we operate in, and all the NGOs we partner with, have really rallied around this mission, but we still have a long way to go. We are committed to making support accessible to all so that no one has to struggle alone.”
“The WHO Foundation is thrilled to partner with Maybelline New York. We share a vision in which everyone, everywhere, can access mental health services and very much believe in the complementarity of our strengths to support millions of people globally,” said Anil Soni, CEO of the WHO Foundation.
He further added, “I am confident that our collaboration will inspire even more organizations to join our effort. Such a collective movement is critical in achieving health equity, and more broadly the Global Goals of the United Nations.”
