Maybelline New York's New Mental Health Initiative Offers Free Counseling Via Text Messaging

Counseling at your fingertips.



Maybelline New York is sending support, providing resources, and helping to break the stigma of anxiety and depression with the launch of their philanthropic initiative, Maybelline Brave Together.

Maybelline New York Brave Together
 Maybelline New York

For over two years, the drugstore-favorite cosmetic brand has facilitated extensive research to understand the top issues women and young adults are facing, and according to Maybelline, 1 in 5 women experience anxiety and depression.

These statistics don’t even begin to calculate the women who remain silent about the level of stress they face on the daily basis due to pandemic-related pressure, financial woes, and systemic racism.

“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,” says Trisha Ayyagari, Global Brand President of Maybelline New York. “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 those living with anxiety and depression.” 

In hopes to provide women with 24/7 assistance, Maybelline Brave Together enlisted top mental health experts and organizations to create a digital resource site filled with professional guidance on dealing with emotional and mental health challenges. 

In partnership with Crisis Text Line, Maybelline will also launch a co-branded text line, providing resources and access to free, confidential counseling over text messages. Simply text “TOGETHER” to 741741. 

This global initiative showcases Maybelline’s commitment to donating $10M over the next 5 years to mental health organizations, including Crisis Text Line, National Alliance on Mental Illness, and The JED Foundation.

To support the movement, Maybelline is encouraging women to join the conversation on Instagram by tagging @Maybelline and #BraveTogether. 

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