Beauty and makeup brands are supporting young consumers’ mental health.

Beauty and makeup brands are supporting young consumers’ mental health. YPulse’s State of Mind trend research shows that 68% of young consumers believe brands should be encouraging open discussions about mental health. Now, Rare Beauty, Maybelline, and Selfmade are taking note of young peoples’ passion for mental wellness and creating initiatives to destigmatize those discussions. Rare Beauty, launched by Selena Gomez, has placed a high priority on mental health as one of their leading principles, and notes that their audience responds in a positive way when the brand talks about mental health on social media. This month, they’re introducing Mental Health 101 to raise money for mental health in schools. Selfmade, a skin and body care brand, has also infused self-care and mental health into its identity through a platform called the Common Room, a 21-day program teaching consumers how to better understand their body and emotions. Large makeup brands are also making mental health a focus and Maybelline’s philanthropic platform, Brave Together, plans to donate $10 million over the next five years to worldwide mental health organizations. (Glossy)