MAYBELLINE NEW YORK LAUNCHES "TOGETHER WE'RE BRAVE" CAMPAIGN FOR WORLD MENTAL HEALTH DAY

Maybelline's Brave Together Platform Introduces New Campaign That Spotlights the Power of Connection and Support in Mental Health Journeys

NEW YORK, Oct. 8, 2026 /PRNewswire/ -- Ahead of World Mental Health Day on October 10, Maybelline New York unveiled "Together We're Brave," the latest chapter of Brave Together, the brand's global mental health program that has helped more than four million people access free one-to-one support worldwide. The campaign spotlights the unbreakable bonds that help people navigate anxiety, depression and other mental health challenges and celebrates the loved ones who stand beside them when they need it most.

With mental health challenges affecting more than just the individual experiencing them, loved ones often want to help but may not know where to start. Through "Together We're Brave," Maybelline New York aims to support the support system itself, equipping people with the awareness and encouragement needed to show up for those they care about. Through real-life, heartfelt stories featuring mothers and daughters, best friends and other meaningful duos, the campaign highlights the transformative role of connection while encouraging people to seek support for themselves or someone they care about.

"At Maybelline New York, we know that mental health journeys are rarely traveled alone," said Sandrine Jolly, Global Brand President, Maybelline New York. "With 'Together We're Brave,' we're expanding the conversation around mental health to also recognize the people who stand beside us during life's most challenging moments. By sharing these stories, we hope to inspire more open conversations and remind people that it is brave to reach out, whether for yourself or someone you care about."

Since launching in 2020, Brave Together has supported partnerships with more than 45 nonprofit organizations across 37 countries and contributed nearly $10 million toward mental health initiatives globally. Through "Together We're Brave," Maybelline New York continues its commitment to increasing awareness, reducing stigma and helping more people access the support they need. As part of this commitment, Maybelline New York will continue to work alongside the National Alliance on Mental Illness (NAMI) to raise awareness, expand access to resources, and encourage conversations around mental health here in the U.S.

"When someone we care about is struggling, we may not always know the right thing to say — but showing up matters," said Christine Crawford, M.D., chief medical officer at NAMI. "Listening without judgment, staying connected, and helping someone find support can make a real difference. Through our work with Maybelline New York and Brave Together, we're reminding people that you don't need to have all the answers to be there for someone you love."

To learn more about Brave Together and how to access free mental health resources, visit www.maybelline.com/bravetogether.

About Maybelline New York
Rooted in New York, Maybelline has always stood for self-expression, accessibility, and cultural relevance. From inventing modern mascara to becoming the No. 1 makeup brand in the world*, we have built global authority and trust by redefining traditional beauty standards in step with consumers' lives. Operating at the intersection of cosmopolitan culture, beauty trends, innovation, and creativity, we continue to open new possibilities by daring to invent what does not yet exist.

In 2020, Maybelline introduced Brave Together, a long-term program to support anxiety and depression worldwide. Brave Together provides critical one-on-one support, an online education hub, a variety of programming to help destigmatize the conversation around mental health and has committed to donate $20 million over the next five years to global and local organizations. For more information visit www.maybelline.com or www.maybelline.com/bravetogether.

*Source Euromonitor International Limited: Beauty and Personal Care 2026ed, retail value, RSP, all retail channels, 2011-2025 data.