Fashion & Beauty Brands Supporting Mental Health Awareness Month 2025

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Fashion brands are increasingly stepping up efforts to support Mental Health Awareness Month each May as conversations around mental health and emotional wellbeing become prioritized. With nearly 1 in 5 U.S. adults grappling with mental illness and 17% of youth (ages 6-17) facing mental health challenges, efforts to reduce stigma and promote wellness are growing. This year, fashion, footwear and beauty brands are embracing Mental Health Awareness Month, which began nearly 75 years ago, through innovative activations, campaigns and initiatives aimed at driving conversation and raising funds to support charitable organizations.

Here, a look at some brands that are taking action in May.

Updates will be made throughout the month.

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Aerie

Image Credit: Courtesy

Lifestyle brand Aerie has deepened its commitment to mental health with its Aerie Real Foundation awarding a $100,000 grant to Girls Inc. to expand the organization’s Mind Body Matters mental and physical wellness programs into new cities, reaching 6,000 young women. Additionally, Aerie recently hosted a dialogue series, supported student scholarships and more. “The Aerie Real Foundation and Girls Inc. are driven by a shared commitment to inspire and uplift young women,” said Jennifer Foyle, president, executive creative director, AE & Aerie. “We are thrilled to help expand Mind Body Matters–a program rooted in many of the same core values as Aerie and OFFLINE–to encourage real movement and foster positivity while being a source of happiness for everywhere life takes you. Together, we are building a future where mental and physical wellbeing go hand in hand, empowering every girl to have the self-confidence and strength to reach their full potential.”
Maybelline New York

Image Credit: Courtesy of Maybelline

Maybelline New York highlights its commitment to mental health advocacy by serving as the title sponsor of the annual NAMI Westside Los Angeles Mental Health Gala on May 8 at The Beverly Hills Hotel. Partnering with the National Alliance on Mental Illness, a grassroots mental health organization, the event raises critical funding for programs like free mental health classes, community support groups and advocacy campaigns. The celebration will recognize Happy Coffee co-founders Robert Downey Jr. and Craig Dubitsky, who are the recipients of the NAMI Heart of Innovation Award for raising awareness and supporting causes that impact communities affected by mental illness.
Saks Fifth Avenue

Image Credit: Courtesy

Saks Fifth Avenue celebrates Mental Health Awareness Month with robust projects, including a campaign focused on mothers, featuring model and advocate Emily DiDonato, who created custom content on how to invest in emotional wellbeing. Now through May 11, Saks has pledged 10% of Saks.com sales (up to $50,000) to support the Saks Fifth Avenue Foundation’s mental health initiatives. Additionally, the retailer is donating at least 50% of the purchase price from items featured in the Saks Fifth Avenue-branded merchandise collection at saks.com/mentalhealth. Saks has also renewed its $250,000 local grant program, continuing its legacy of donating $8 million to mental health initiatives since 2017.
Kenneth Cole

Image Credit: John Nacion/Variety

Kenneth Cole continues his tradition of advocacy during Mental Health Awareness Month through a partnership with musician Rachel Platten and his Mental Health Coalition. Platten, inspired by her postpartum mental health struggles, reimagined her track “Bad Thoughts” for a PSA created with Cole. Through May 4, Kennethcole.com will donate 100% of sales to MHC, which aims to amplify mental health resources and destigmatize vital conversations nationwide.
American Eagle

Image Credit: JP Yim/Getty Images for American Eagle

American Eagle’s AE Foundation will honor Mental Health Awareness Month by granting $233,000 to 27 nonprofits, totaling $851,000 awarded to 67 organizations since its 2024 inception. Focused on youth mental health, the initiative supports authenticity and community impact. Associates will volunteer through a month of service, contributing an additional $295,000 to aligned organizations. The foundation also issues community grants of up to $15,000 throughout the year to support teens with mental health issues.