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True Beauty Lashes launches “Beauty BEYOND Beauty” Campaign

Innovative beauty brand launches campaign to drive awareness of mental health.

True Beauty Lashes, a PETA-approved cruelty-free lash brand with a social purpose, just launched their “Beauty BEYOND Beauty” campaign to drive mental health awareness and support in the U.S. This initiative includes a commitment through the 1% Pledge, where True Beauty Lashes will donate a percentage of company profits to The Mental Health Coalition.

Founder Lisa Westhafer is “proud to support such a great cause” through company sales. After battling an eating disorder in college chasing body perfection and beauty ideals, Lisa has a deep connection to the negative effects the beauty industry can have on young women. As a result, True Beauty Lashes is committed to being a voice to drive mental health awareness and promote beauty positivity in a way that inspires customers. While their lashes are designed to give women a boost of confidence, the company’s mission is to encourage women to think beyond their makeup and their bodies to find beauty in themselves and who they are.

Headquartered in Irvine, CA, True Beauty Lashes is a family-owned business, founded in 2020 by Lisa Westhafer and her mom, Cindy Mascio. The company’s product portfolio includes both magnetic and standard faux mink strip lashes, made with a revolutionary FAUXREAL™ material that feels like mink fur but is 100% animal-free and vegan. Their lashes are designed to suit every eye shape, with product names and descriptions that reflect “True Beauty” character traits.

The Mental Health Coalition was founded by fashion designer Kenneth Cole in 2020 with a mission to catalyze like-minded communities to work together to destigmatize mental health and empower access to vital resources and necessary support for all. The 1% Pledge was founded by Salesforce CEO Marc Benioff and Atlassian co-founder Scott Farquhar as a global movement that encourages and empowers companies of all sizes and stages to donate 1% of their staff time, product, profit, and/or equity to integrate philanthropy into its corporate DNA.

Visit these websites to learn more:

True Beauty Lashes:

1% Pledge:

The Mental Health Coalition:

Media Contact
Company Name: True Beauty Lashes
Contact Person: Lisa Westhafer
Email: Send Email
Country: United States

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