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Over 1 billion people around the world are living with a mental health condition, according to the World Health Organization (WHO). In the United States, an estimated 23% of adults reported experiencing a mental illness last year, equivalent to more than 60 million people. Mental health struggles vary by age and sex, with an increasing number of young people struggling and women more likely than men to experience anxiety and depression. October 10 marks World Mental Health Day, a day dedicated to raising awareness about mental health, but its pervasive nature demands attention year-round.
Mental health is not a new issue, but the comparative nature of social media and increasingly filtered beauty standards have exacerbated experiences of anxiety and negative body image. The harmful effects are most felt by young people -- last year, 48% of teens reported feeling social media negatively impacts their mental health. Interspersed with photos of friends, social media feeds are now filled with influencers pushing the latest beauty products and fashion looks that promise a better you. While makeup has been found to boost self-esteem and reduce depressive symptoms, unachievable beauty standards can also worsen mental health issues. Some fashion and beauty brands are doing their part by being more inclusive in their ad campaigns, sizing, and coloring, but both industries still have a long way to go.
One of the greatest impediments to improving mental health symptoms is a lack of human and financial resources. Among 75 countries studied by the Mental Health Atlas survey last year, public spending on mental health was less than 4.3% of government health budgets. Facing treatment gaps and a lack of healthcare support, those struggling are left navigating their mental health on their own.
Which is why some brands are taking an extra step, partnering with and funding mental health non-profit organizations that provide crucial services on the ground like group counselling and 24/7 crisis support. Whether it's a limited edition product run to raise awareness or donating a portion of each sale to fund support services, these beauty and fashion brands are helping reduce the stigma and the struggle of living with a mental health condition.
In 2020, Maybelline New York launched their Brave Together platform, funding free one-on-one support for 1.65 million people across 34 countries. So far, they've donated $5 million and helped 1.5 million people, on track to reach their goal of providing $20 million to mental health NGOs by 2030. Last year, they took their commitment further, pledging $1.8 million to the WHO Foundation to provide mental health services to at least two million people by 2028.
"Our brand is about giving people the self-confidence they need to express their beauty, while makeup has a role to play in that, we know the real work starts on the inside," says Julie Delazyn, Global Head of Communications at Maybelline New York. "One in four people suffer from anxiety and depression, by promoting mental health, we're addressing a real need, reducing stigma, and showing up for our community in a meaningful, authentic way -- with scale. Our goal is to make support for mental health accessible to all - so no one has to struggle alone."
Known for their leakproof underwear, Knix launched their teen-focused period underwear brand, KT by Knix, in 2017, with the aim of boosting confidence of young women going through puberty. With menstruation being a common source of anxiety among young girls, KT by Knix continues to support mental health by reducing shame and helping teen girls feel confident. Simiilarly, their Sport Your Period campaign encouraged conversations about menstruation in sports, to help improve the mental health of female athletes. Since starting The Knix Fund in 2022, the brand has donated $200,000 to organizations that support period equity, and between 2020 and 2024, Knix donated over $250,000 to Black Women's Health Imperative, to support the mental health of Black birthing mothers.
Kiehl's partners with the Ali Forney Center, a nonprofit organization that provides mental health services to the LGBTQIA2+ community, in addition to food, medical care, and housing support. This year, they provided $150,000 to the center with a goal of providing housing and developmental services to 2,200 LGBTQIA2+ homeless youth. The drop-in center, located in midtown Manhattan, provides access to mental health counselling, group therapy, and support groups, with a high turnout rate -- 85% of youth in the Center's program are enrolled in mental health counselling.
This clean nail-care line was founded with the intention of helping people find mental wellbeing through meditative nail treatments. Five salons in New York City were created to provide a safe space for guests to engage in self-care, whether by listening to guided meditations while getting their nails done or writing themselves a love letter. They actively support numerous non-profit organizations, many of which provide mental health services, such as the American Foundation for Suicide Prevention, Charlie Waller Memorial Trust, Girls Inc., Womankind, Search and Care, and Free Root Operation.
BONBONWHIMS partners with the Mental Health Coalition (MHC), a Kenneth Cole-founded non-profit organization dedicated to de-stigmatizing mental health to design a jewellery collection where 50% of net proceeds go to the coalition. Founder Clare Ngai adapted the MHC logo -- a square peg in a round hole -- in charm form with two sides -- one micropave and the other enamel -- to illustrate how mental health is not just what appears on the surface but a multi-faceted experience. Designed to be versatile, the charm can be added to earrings, a necklace, or bracelet. "It's a small and meaningful token that serves as a reminder to all of us that we're all doing the best we can, including yourself and those around you," says Ngai.
In the 30 years since launching, this beloved beauty brand has promoted the ethical treatment of humans and animals. Recognizing the harmful impacts of social media, LUSH removed themselves from Instagram, TikTok, Facebook, and Snapchat in 2021 and shortly after published their Digital Engagement Report in partnership with The Future Laboratory, which surveyed 12,000 people to research ways to make social media platforms safer. The brand known for their clean fizzy bath bombs and fragrant shower jellies has launched numerous fundraising products over the decades. Currently, products in their Giving Collection raise money for a wide range of causes, from mental health to environmental conservation.
Since its founding by global drag star Kim Chi in 2020, this feel-good makeup brand has supported The Trevor Project, a non-profit dedicated to suicide prevention. Two percent of every purchase online is donated to the project, to support their mission of raising awareness, advocating for LGBTQIA2+ youth, and providing 24/7 crisis support services. The makeup line also partners with the SeekHer Foundation,a non-profit that aims to bridge the gender gap in mental health by supporting women with body image,caring pressures,career barriers,and discrimination.
Founded on a mission to promote self-care and positive mental health,this line of skincare products inspired by Eastern healing practices donates 1% of revenue from each purchase to charity.Since launching in 2020,they've supported over three dozen non-profits.Today,they work with Beam to facilitate donations to charity of your choice.Their roster of non-profits ranges from animal welfare to environmental sustainability to maternal health,but two of their current partners provide mental health support.Womankind provides counselling for AAPI survivors of domestic violence and The Loveland Foundation helps Black girls access free therapy.
With apparel,footwear,and accessories that appeal to young people,it follows that this leading retailer has a partner non-profit dedicated to supporting youth mental health.Their 'Round-Up-4-Change' campaign allows customers to round up their purchase to donate to the Tilly's Life Center,a non-profit providing mental health services to young people.Since launching in 2020,the campaign has raised nearly $6.2 million for the center which provides mental health services to adolescents and young adults to help them manage their emotions,foster meaningful relationships,and develop a positive mindset.
This World Mental Health Day,NOYZ teamed up with mental health brand Call Your Fam on a limited edition collection named Only Human after the fragrance brand's namesake scent.The collection includes a hoodie and hats featuring embroidered details inspired by the scent.One hundred percent of the profits from each piece sold will be donated to the Jed Foundation which provides mental health support and life skills to teenagers and young adults through school programs and digital channels.
Designed to inspire confidence,this lingerie brand's partnership with the Seek Her Foundation -- a non-profit dedicated to women's mental health -- is a natural fit.One percent of each purchase supports the foundation's advocacy,research,and community-driven programs to improve women's mental health and promote female leadership.