Maybelline doubles down on mental health with expanded campus tour and digital investment

At a time when mental health awareness is resonating more than ever with young consumers, Maybelline is scaling its commitment to the cause.

As part of its broader Brave Together initiative, launched in 2020, the L’Oréal-owned brand is expanding its 5-year-old Campus Tour — combining IRL impact with a digital-first strategy targeting Gen Z.

Launched in 2019, the Maybelline Campus Tour has become a hallmark of the brand’s mental health advocacy efforts. Five years in, the tour has reached 2.5 million people globally and donated $7 million to various mental health organizations. In the U.S., the tour has reached more than 340,000 students, distributed over 140,000 product samples and generated 1.8 million social impressions across Instagram and TikTok. User-generated content has played a key role in amplifying reach, Maybelline told Glossy.

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