Singapore Beauty Brands Are Responding To The Mental Wellness Call
Her World Singapore|January 2022
Singapore beauty brands are responding to the mental wellness call.
Vanessa Chia
The beauty industry has long been criticised for creating and perpetuating impossible standards. However, a growing group of beauty brands are looking to change that by addressing these issues, going from looking good to feeling good through raising awareness on the importance of your mental wellbeing.

When it comes to championing the mental wellness cause, one name that flies the flag high is Rare Beauty. Its founder, actress, singer and producer Selena Gomez has pledged to raise US$100 million (S$135 million) over the next decade through its Rare Impact Fund, which will support mental health services, especially in underserved communities. As a start, the brand will donate one per cent of all sales to the cause.

“I knew from my own personal experience how these impossible beauty standards were having an effect on my mental health, and I know a lot of people who feel the same way. I wanted to start Rare Beauty to eliminate all that pressure,” says the multihyphenate.

Having always been open about her personal struggles with anxiety and depression, Selena shared in a The Straits Times interview that she is extremely passionate about recognising the importance of taking care of one’s mental well-being. “There’s a strong connection between how we talk about beauty and mental health. And I think we should discuss both,” she adds.

Rare Beauty isn’t the only beauty brand to address this issue. Before it, there was US skincare brand Philosophy, which donated one per cent of its net product sales between 2014 and 2019 to more than 65 mental health charities. Currently, the brand also has a Hope & Grace initiative that provides financial grants to support and empower women through community-based mental health efforts.

In 2015, after the passing of its founder Dr Fredric Brandt following his struggle with depression, Dr Brandt Skincare established the Dr Brandt Foundation to support the mental health of diverse and underserved communities.

FRAGRANCE BRANDS ARE DOING IT TOO

It’s not just the makeup and skincare brands that have joined the cause. Fragrance brand Jo Malone London has been shining a light on mental health with its charity candles for the home since 2012. Every year, the brand donates 75 per cent of the proceeds from the sale of each limited edition candle to support individuals and families affected by mental health problems. It has since donated more than US$2 million, which has benefited various mental health programmes and charities globally.

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