Rare Beauty and Maybelline want to support your mental health

A brand’s ‘community’ has never been more important — but can they exist to serve a larger, more meaningful purpose? According to brands like Selena Gomez’s Rare Beauty and newcomer Selfmade, the answer is a resounding yes. These brands (in addition to many, many more — including giants like Maybelline and Biore) are investing heavily in mental health content and programming.