Maybelline New York Launched Brave Together in 10 Countries

A long-term program to support anxiety and depression worldwide.


Maybelline New York continues to grow their commitment to Brave Together, a long-term program to support anxiety and depression worldwide. Over the past two years, the Maybelline team facilitated expert-led research and conducted focus groups to fully immerse their team on the topic of mental health in order to create a program and resources that will have a tangible impact on people living with anxiety and depression.

An online platform to open the conversation around anxiety and depression

Brave Together’s main objectives are to help destigmatize anxiety and depression, provide critical one-on-one support, and foster a culture that lets those who are struggling and their loved ones know that they are not alone. Maybelline is committed to investing a total of $10M by 2025 to mental health organizations worldwide that share our goal of making a real difference.

Maybelline is launching an online educational website to offer people around the world access to an online community featuring real-world inspiration and stories from people on their own mental health journey, as well as mental health experts, tips, and resources.


“Maybelline has always believed in the power of making things happen in your life.  And we know that mental health is critical in feeling ready to do that. “We want to use our global voice to de-stigmatize the conversation around mental health and make support easily accessible.  Now, more than ever, we need to be there for them.”

Trisha Ayyagari, Global Brand President, Maybelline New York

Maybelline has partnered with leading non-profit, Crisis Text Line to provide increased access to free, 24/7 confidential crisis counseling via text message – those in need can text TOGETHER to 741741 to connect with a crisis counselor. To date, Maybelline has currently donated $500,000 to the organization, and within the past year have directly supported 48,000+ conversations with texters in crisis.

In addition to leading NGOs Crisis Text Line, Nami, and JED, Maybelline has partnered with Columbia University to publish a white paper focused on global rates and reasons of anxiety and depression specific to Gen Z women. 

Maybelline believes that commitment to changing the culture and stigma around mental health starts internally. The International Maybelline team was trained in Mental Health first aid in February of this year, and has set a goal of training 100% of Maybelline New York employees worldwide to further educate employees.

"As someone who has lived with depression, building this program for Maybelline took on more meaning for me and it was important to provide resources that would truly make a difference for those who need it most."

Kristen Tully, AVP Global Brand Communications, Maybelline New York

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