Fashion and Beauty: Support mental health awareness with these brands that give back

In a world where mental health challenges continue to impact millions, forward-thinking brands are stepping up to create real change – not just through powerful messaging, but through meaningful action. This Mental Health Awareness Month, brands like Pura Vida, TAFT, and Tillys are leading by example with purpose-driven initiatives that directly support mental health organizations.

Initiative: Mental Health Awareness 

Giveback: For every product sold from the Mental Health Awareness Collection, Pura Vida will donate 5% of the purchase price to Mental Health America, the nation’s leading national nonprofit dedicated to the promotion of mental health, well-being, and illness prevention. Select products will donate 5% of the purchase price to the Anxiety & Depression Association of America (ADAA). ADAA is an international nonprofit organization dedicated to the prevention, treatment, and cure of anxiety, depression, OCD, PTSD, and co-occurring disorders through education, practice, and research.

Initiative: Take Care Collection

Giveback: TAFT donates 10% of proceeds from their Mental Health Awareness Collection to Mental Health America. This initiative aims to support mental health resources and destigmatize mental health challenges. ​Through this ongoing partnership, TAFT hopes to empower individuals to seek help, spark open conversations around mental wellness, and drive greater access to support systems. Each piece in the collection is designed as a reminder that vulnerability is strength and that no one should face their mental health journey alone. By blending purpose with product, TAFT reinforces its commitment to creating positive change within its community and beyond.

Initiative: Tilly’s Life Center

Giveback: Tillys is a leading destination specialty retailer of casual apparel, footwear, accessories and hardgoods for young men, young women, boys, and girls with an extensive selection of iconic global, emerging, and proprietary brands rooted in an active, outdoor, and social lifestyle. Through its Round-Up-4-Change at the register campaign, Tillys provides its customers the opportunity to “round up” while completing a purchase with 100% of the proceeds going to the Tilly’s Life Center. From inception in October 2020 through April 2025, the Round-Up-4- Change Campaign has raised nearly $6.0 million for TLC. In addition, Tillys provides monthly financial and operational support to TLC, allowing it to expand the reach of its programs to more teens.

– JC