# Mental Health-Focused Brand Initiatives Maybelline New York Partners with WHO Foundation By Kalin Ned | Published 2024-05-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mental-healthfocused References: [newswire](https://www.newswire.ca/news-releases/maybelline-new-york-embarks-on-long-term-global-partnership-with-the-who-foundation-to-increase-access-to-mental-health-services-866868531.html)  [Maybelline New York](https://www.trendhunter.com/trends/official-beauty-partner) has announced a long-term mental health-focused global partnership with the WHO Foundation to enhance access to vital services. The collaboration will address the underrepresentation of mental health services and will advocate for improvements in the health system while empowering local NGOs. Through its [Brave Together program](https://www.trendhunter.com/trends/thrive-causemetics-and-beauty-2-the-streetz) (est. 2020), Maybelline New York pledges to assist 10 million individuals in accessing 1:1 mental health support and donating $20 million by 2030. As part of the [mental health-focused partnership](https://www.trendhunter.com/trends/blast-2), Maybelline New York pledges over $1.8 million to the WHO Foundation, enabling access to mental health services for an additional 2 million people by 2028. To mark the ambitious collaboration's launch, a mini-documentary series titled 'Healthier Together' showcases Brave Together's impact in India, Japan, and the US. Image Credit: Maybelline New York ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 26% | Activity: 40% | Freshness: 24% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Mental Health Partnerships:** Brands joining forces with health organizations to expand mental health services create new benchmarks for public health collaborations. - **Cosmetic Brand Advocacy:** Cosmetic companies advocating for mental health disrupt traditional beauty branding by prioritizing wellbeing over aesthetics. - **Documentary Marketing:** Using mini-documentaries to highlight social impact initiatives merges storytelling with brand advocacy in a powerful way. ### Industries Being Reshaped - **Cosmetics:** The cosmetics industry is leveraging mental health initiatives to align product offerings with holistic wellness trends. - **Healthcare:** Healthcare professionals see an increase in cross-industry collaborations aimed at broadening the accessibility of mental health support. - **Media and Entertainment:** The media industry is innovating by creating content that emphasizes social impact and challenges consumers' perspectives on wellness. ## Related on Trend Hunter - [Accessible Mental Health Trainings](https://www.trendhunter.com/trends/maybelline-brave-talk.md) - [Tennis Champion Beauty Campaigns](https://www.trendhunter.com/trends/brave-together-program.md) - [Emotional Health Cosmetics Initiatives](https://www.trendhunter.com/trends/its-okay-to-be-sensitive.md) - [Beauty Brand-Sponsored Sports Events](https://www.trendhunter.com/trends/official-beauty-partner.md) - [Mindful Skincare Programs](https://www.trendhunter.com/trends/tatcha-and-open.md) - [Branded Mental Health Programs](https://www.trendhunter.com/trends/open-minds-initiative.md) - [Supportive Mental Wellness Initiatives](https://www.trendhunter.com/trends/saks-fifth-avenue-foundation.md) - [Branded Women's Empowerment Ads](https://www.trendhunter.com/trends/branded-womens-empowerment.md) - [Abuse Awareness Beauty Initiatives](https://www.trendhunter.com/trends/abuse-awareness-1.md)