Maybelline becomes New York City Marathon’s first cosmetics partner

August 19, 2024

Maybelline has been appointed the first-ever cosmetics partner of the TCS New York City Marathon. The L’Oréal-owned make-up brand will participate in the US-based race on 3 November, which is produced by non-profit New York Road Runners (NYRR).

Branded activations include a Maybelline New York ‘cheer zone’ along the race course and a make-up booth at the expo preceding the event. A Maybelline Run Club has also been created in tandem with mental health organisation the National Alliance on Mental Illness.

The collaboration is part of a shared commitment by Maybelline and NYRR to promote mental wellbeing, read a joint statement from both organisations. Cosmetics Business