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New York Road Runners Names Maybelline New York First Cosmetics Partner of TCS New York City Marathon

Actress Claire Holt, television host and multimedia personality Tayshia Adams, model Haley Kalil and celebrity makeup artist Karen Sarahi Gonzalez will run for Team Maybelline.

Nonprofit New York Road Runners (NYRR) has named Maybelline New York its first TCS New York City Marathon cosmetics partner.

The TCS New York City Marathon is one of 60 adult and youth races put on annually by NYRR, whose vision is to build healthier lives and stronger communities through the transformative power of running. Maybelline will bring people together through its first Maybelline Run Club and cosmetic products at the TCS New York City Marathon as they aim to leverage the sport of running to de-stigmatize the conversation around mental health.

The 2024 TCS New York City Marathon will take place Sunday, Nov. 3, drawing more than 50,000 runners from around the world to the five-borough course.

“This year, we’re excited to champion this mission in collaboration with our Brave Together program, providing long-term support to those facing anxiety and depression worldwide,” said Jessie Feinstein, senior vice president of marketing at Maybelline New York. “It’s a perfect nod to our New York City roots and the endurance of our high-performance makeup. As we tackle the 26.2-mile challenge, we’re proud to demonstrate how Maybelline products withstand the endurance a marathon requires —proving they can handle the ultimate test, just like the resilient spirit of New York.”

Setting the Pace

At the 2024 TCS New York City Marathon, Maybelline will have brand activations, a cheer zone along the course and social and digital engagement, including promotion of their partnership on the NYRR Set the Pace podcast.

As part of their commitment to mental health, members of the Maybelline Run Club, will run the TCS New York City Marathon on Team Maybelline in partnership with the National Alliance on Mental Illness (NAMI), including actress Claire Holt, television host and multimedia personality Tayshia Adams, model Haley Kalil, and celebrity makeup artist Karen Sarahi Gonzalez.

In 2020, Maybelline introduced Brave Together, a long-term program to support anxiety and depression worldwide. Brave Together provides critical one-on-one support, an online education hub, a variety of programming to help destigmatize the conversation around mental health and has committed to donate $10 million over the next five years to global and local organizations.

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