As part of #MentalHealthAwarenessWeek the brand is donating £3 of its new beauty offering to the charity
Online beauty retailer Feelunique and has kicked off its first campaign with charity partner Mind.
For Mental Health Awareness week, the #openupformind initiative is encouraging consumers to spark conversations surrounding mental health.
One in four people are likely to experience a mental health problem every year, according to the NHS, and Feelunique has pledged to raise £25,000 to help tackle these issues over the next 18 months.
The retailer will host a range of activities and events to raise funds, such as bake sales, themed breakfasts and product launches.
Its latest beauty box, Hello Sunshine, has been specifically curated for the partnership and will give £3 of every box sold to Mind.
Influencers Grace Victory and Simone Powderly kick-started the campaign with a series of videos discussing mental health and the emotions behind their favourite beauty products.
Feelunique is also inviting celebrities, customers and its team to talk about mental health.
The retailer first partnered with the charity in November last year.
Meanwhile, British supermodel Adwoa Aboah launched a colour cosmetics collection with Revlon to support her Gurls Talk initiative and Coty-owned Rimmel is helping to tackle cyberbullying in beauty with its #IWillNotBeDeleted campaign, fronted by Rita Ora and Cara Delevigne.