Maybelline New York, a brand synonymous with cosmetics, has recently unveiled a new campaign—surprisingly unrelated to makeup. Instead, the iconic beauty brand is focusing on mental health, specifically targeting young people through a free, digital training program aimed at supporting emotional well-being. Here’s everything you need to know about Maybelline’s bold new direction.
Brave Talk: The Heart of the Campaign
In partnership with The Jed Foundation (JED), a leading nonprofit focused on emotional health and suicide prevention, Maybelline has launched an online version of its Brave Talk program. Initially introduced in 2022 on college campuses, this program was designed to teach young people how to have difficult but crucial conversations about mental health. Now, the digital version of Brave Talk is expanding that mission to a global audience, making mental health support accessible to all.
The Brave Talk training revolves around the B.R.A.V.E. method—an easy-to-follow, five-step guide designed to teach users how to approach a friend in distress. Within ten minutes, users can learn how to provide meaningful support and guide their friends toward professional help. The program is interactive, using animated storytelling to engage younger audiences, particularly Gen Z, with a visually appealing and emotionally resonant experience.
Why Mental Health Matters to Maybelline
While Maybelline is known for its trendsetting beauty products, the brand’s commitment to mental health goes back to 2020, when it launched the Brave Together initiative. This long-term program aims to destigmatize conversations around anxiety and depression, providing resources for one-on-one support.
“Since launching the Brave Together program, we have helped over 1.65 million people access free, one-to-one professional support in over 34 countries and we are looking forward to helping even more through this new online Brave Talk format”, says Trisha Ayyagari, Global Brand President of Maybelline New York.
The mission of this campaign is clear: by 2030, Maybelline aims to help 10 million people gain access to mental health support and donate $20 million to related causes.
Breaking Down the B.R.A.V.E. Method
The core of the Brave Talk training lies in the B.R.A.V.E. steps, a framework developed by mental health experts. It offers an accessible approach to handling sensitive conversations about mental health:
- Be Present: Show genuine care and offer undivided attention.
- Right Setting: Ensure a comfortable environment for the conversation.
- Ask Questions: Encourage openness without judgment.
- Validate Feelings: Acknowledge the emotions without dismissing them.
- Encourage Action: Guide the individual toward seeking professional help.
This method equips young people with the tools they need to make a real difference in their friends’ lives, addressing the fact that nearly 60% of college students report receiving mental health support from a peer.
A Modern Approach to Mental Health Education
The digitized version of Brave Talk is especially relevant today, as more young people spend significant time online. By making this program available 24/7, Maybelline is creating a resource that fits seamlessly into the digital lives of its target audience.
Through the training, users follow three Gen Z characters navigating the complex task of helping a struggling friend. This relatable format makes it easier for young people to see themselves in similar situations, fostering empathy and understanding while teaching practical skills.
Mental Health and Corporate Responsibility
Maybelline’s focus on mental health reflects a broader trend among corporations taking on social responsibility initiatives. In a world increasingly aware of the importance of mental health, particularly post-pandemic, Maybelline’s campaign is a refreshing example of a brand using its influence for good.
By stepping beyond the cosmetics aisle, Maybelline is showing that beauty is not just about looking good—it’s about feeling good, too. The brand’s commitment to mental health isn’t a temporary trend; it’s part of a larger, long-term mission to foster a culture of openness and support around emotional well-being.
