Timed to Mental Health Awareness Month, Maybelline New York announced a global, long-term partnership with the World Health Organization Foundation, through its Brave Together pillar, underscoring its commitment to democratizing mental health support worldwide and enabling access to mental health services for millions of people. This unique partnership aims to expand the reach of Maybelline’s Brave Together program, bringing free mental health resources to an additional 2 million people by 2028, with a goal of helping 10 million people access 1:1 mental health support and donating $20 million to this cause by 2030
To kick off the new partnership, Brave Together is spotlighted in a new mini-documentary series "Healthier Together" produced by BBC Storyworks Commercial Productions and presented by the WHO Foundation, which highlights its impact on the ground in India, Japan, and the US. The series, which launched during Mental Health Awareness Month, sheds light on organizations making a significant impact on global health.
Both Maybelline and the WHO Foundation share a deep commitment to making a tangible difference in mental health globally, with a particular focus on regions where Maybelline has limited or no physical presence, such as conflict-stricken countries and emerging markets.
Through compelling storytelling, the docu-series showcases the impactful work of key mental health organizations, including India’s Sangath Well-Being Center, Japan’s The BOND Project, and the U.S.-based Jed Foundation. These organizations work tirelessly to provide mental health support and create awareness in their respective countries, often in the face of significant challenges.
The series emphasizes how Maybelline, as one of the world’s leading cosmetics brands, is using its platform and resources to foster meaningful change. It showcases how the company’s efforts go beyond traditional beauty products, demonstrating its role in driving positive local impacts on a global scale. Through initiatives like Brave Together, Maybelline is not only contributing to the well-being of individuals but also helping to dismantle the stigma surrounding mental health, offering hope and support to those in need worldwide.
The team is thrilled with the results of the docuseries project. Not only were we able to drive awareness and engagement of Maybelline’s powerful brand cause, but saw a significant positive impact on brand perception.
Video views surpassed 7M (5X vs goal) with 8M social engagements (8X vs goal.) Maybelline also partnered with BBC on brand image lift study that resulted in +145% brand lift in viewers who now believe Maybelline is “trustworthy, cares & is impactful” vs. non viewers.
The BBC docuseries and WHO partnership have allowed the brand to significantly expand the reach of its resources and the awareness of the Brave Together program, contributing to over 1.65 million people access free, 1:1 confidential support across 34 countries with over 45 local NGOs.
