Singapore Beauty Brands Are Responding To The Mental Wellness Call

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.