New York, August 15, 2024 — Nonprofit New York Road Runners (NYRR) announced today that Maybelline New York – the world's leading cosmetics brand – will be the first-ever 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, which offers high-performing and innovative cosmetics for all, will bring people together through their first-ever Maybelline Run Club and cosmetic products at the TCS New York City Marathon as they aim to leverage the sport of running to destigmatize the conversation around mental health.

“We are excited to partner with Maybelline New York to reach new communities, prioritize mental wellbeing, and transform lives through running,” said Christine Burke, New York Road Runners Senior Vice President of Strategic Partnerships and Runner Products. “Both New York Road Runners and Maybelline are strong supporters of mental health and wellness, and through our collaboration we can help break down barriers for people and serve as a community resource for runners.”

“Maybelline New York is thrilled to partner with New York Road Runners and be the first makeup brand ever to sponsor the TCS New York City Marathon,” said Jessie Feinstein, Senior Vice President of Marketing at Maybelline New York. “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. 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.”

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. 

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

# # #

About New York Road Runners (NYRR) 
A New York City-based nonprofit, New York Road Runners’ vision is to build healthier lives and stronger communities through the transformative power of running – serving nearly a half a million New Yorkers annually through its free community events, youth running initiatives, and school-based programs across the five boroughs.. During its nearly 70 years, New York Road Runners has grown from a local running club to the world’s premier community running organization, producing more than 60 adult and youth races each year, including the TCS New York City Marathon. Held the first Sunday each November, the TCS New York City Marathon features more than 50,000 runners—from the world’s best professional athletes to a vast range of runners across experience levels, ages, genders, abilities, and backgrounds. To learn more, visit www.nyrr.org. 

About Maybelline New York
Maybelline New York is the number one cosmetic brand in the world, available in over 120 countries. By combining technologically advanced formulas with on-trend expertise and New York City edge, Maybelline New York's mission is to offer innovative, accessible, and effortless cosmetics for all. 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. For more information log on to www.maybelline.com or www.maybelline.com/bravetogether