Over 1 billion people worldwide live with a mental health condition, according to the World Health Organisation (WHO). In the United States, an estimated 23% of adults, or more than 60 million people, reported experiencing a mental illness last year. Mental health challenges vary by age and gender, with young people increasingly affected and women more likely than men to experience anxiety and depression. While World Mental Health Day on October 10 raises awareness, mental health requires attention year-round.

The rise of social media and increasingly filtered beauty standards has intensified anxiety and negative body image, particularly among young people. Last year, 48% of teens reported that social media negatively impacts their mental health. While makeup can boost self-esteem and reduce depressive symptoms, unattainable beauty ideals often worsen mental health issues. Some fashion and beauty brands have responded by embracing inclusivity in campaigns, sizing, and colouring, but there is still significant progress to be made.

A major barrier to improving mental health outcomes is the lack of resources. Among 75 countries surveyed in the Mental Health Atlas, public spending on mental health accounted for less than 4.3% of government health budgets. Many individuals face treatment gaps and limited support, leaving them to manage their mental health alone.

Brands are closing resource gaps by partnering with mental health nonprofits, funding group counselling and 24/7 crisis support, and launching product initiatives that raise awareness and combat stigma.

Examples of Brand Initiatives:

• Maybelline New York launched Brave Together in 2020, providing one-on-one support to 1.65 million people across 34 countries. To date, they have donated $5 million toward their $20 million goal for mental health NGOs by 2030, including $1.8 million pledged to the WHO Foundation to reach two million people by 2028.
• Knix created KT by Knix, a teen-focused line of period-proof underwear designed to boost confidence and reduce anxiety associated with menstruation. Their Knix Fund has donated over $450,000 to nonprofits supporting teen and maternal mental health.
• Kiehl’s partners with the Ali Forney Centre to provide mental health services, housing, and support to LGBTQIA2+ youth.
• Sundays offers mindful nail treatments and collaborates with organisations like the American Foundation for Suicide Prevention and Girls Inc.
• BONBONWHIMS partners with the Mental Health Coalition, donating 50% of proceeds from a jewellery collection to raise awareness.
• Lush Cosmetics removed itself from major social platforms and funds mental health initiatives through its Giving Collection.
• Barebarics collaborates with Brave Men Talk to address men’s mental health, supporting depression and suicide prevention.
• KimChiChic Beauty donates 2% of online sales to The Trevor Project and partners with the SeekHer Foundation.
• Pink Moon allows customers to donate a portion of their purchases to mental health charities such as Womankind and The Loveland Foundation.
• Tilly’s ‘Round-Up-4-Change’ campaign has raised nearly $6.2 million for youth mental health since 2020.
• NOYZ partnered with Call Your Fam to donate 100% of profits from a limited edition collection to the Jed Foundation.
• Bluebella supports the Seek Her Foundation with 1% of sales to advance women’s mental health.

These efforts underline how fashion and beauty brands are leveraging their platforms to fund services, challenge stigma, and support communities, having a real impact on global mental wellness.

Conclusion

In a world where mental health challenges continue to rise, the role of fashion and beauty brands extends beyond aesthetics. By investing in inclusive representation, funding mental health services, and partnering with nonprofits, these brands are helping to close critical support gaps and reduce the stigma associated with mental health issues. While awareness days spark important conversations, sustained action is what creates lasting change. As consumers increasingly expect brands to reflect shared values, those that prioritise mental well-being are not only responding to a social need but also making meaningful contributions to healthier, more supportive communities year-round.