In May 2021, the US turned its attention to Mental Health Awareness month — and so did beauty brands. A number of well known industry names launched collaborations with mental health organizations, emphasizing their willingness to get involved in a push for better wellbeing.
Bliss partnered with LGBTQ+ crisis intervention group The Trevor Project (TTP) to launch PepTok, a campaign on (you might’ve guessed it) TikTok to create space for more positive experiences on social media; with the beauty brand pledging up to $100k to TTP. And Maybelline ran a campaign called ’31 Days of Brave’, rolling out a month’s worth of user-generated content on its social channels, mainly in the form of personal stories about depression and anxiety.
These are just two examples of many, many collabs between beauty brands and mental health workers over the last couple of years, and around the world. And I’ve covered it before, but it’s worth mentioning again — Lush made the announcement in November that it was stepping away from some social media platforms, in a bid to minimize its negative impact on mental health among young people.
The relationship between the beauty industry and mental health is coming under more scrutiny than ever before — because…
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Updated December 2022
