LUMENE’s collaboration with Mieli Mental Health Finland continues with the 2025 Green Ribbon campaign. Through this partnership, LUMENE aims to support mental health work in Finland and reduce appearance-related pressures.

LUMENE is participating in the Green Ribbon campaign organized by the Mieli Mental Health Finland organization. The campaign aims to promote positive discussions about mental health and raise funds for mental health promotion and crisis work in Finland from April 1 to June 30, 2025.

As part of the campaign, LUMENE will donate €20,000 to Mieli Mental Health Finland for domestic mental health work and crisis assistance. Additionally, LUMENE will donate ten cents from each Nordic-C [Valo] series product sold during the campaign period through selected sales chains*. LUMENE will also sell Green Ribbons at the Lumene Group Factory Store and the LUMENE store at Helsinki Outlet.

LUMENE began its collaboration with Mieli Mental Health Finland in the fall of 2024 as part of its social responsibility program. At that time, the cosmetics brand donated €15,000 to Mieli Mental Health Finland, which was directed to the national youth discussion service Sekasin-chat.

LUMENE’s participation in the Green Ribbon campaign is a natural continuation of the collaboration.

“As the market leader in the cosmetics industry in Finland, we want to be involved in highlighting the mental health theme that affects many of us. Through the Green Ribbon campaign, we can concretely bring the topic to the forefront and support the important work done by Mieli Mental Health Finland,” says Anna-Kaisa Castrén, Marketing Manager of LUMENE Finland.

TOWARDS A MORE ACCEPTING BEAUTY IDEAL

In December 2024, LUMENE conducted a survey with the assistance of Mieli Mental Health Finland, which examined appearance-related pressures among 16–28-year-olds. According to the survey, appearance-related pressures can also lead to serious consequences, such as anxiety, depression, and eating disorders.

“The prevalence of appearance-related pressures is concerning, especially among younger generations. LUMENE has both the power and the responsibility in Finland to influence prevailing beauty ideals. While the beauty industry has made strides, it continues to promote standards that shape the beauty ideals of younger consumers. It is therefore important for us to work towards a more accepting and diverse beauty standards”, says Essi Arola, Director of Sustainability at LUMENE.

The Green Ribbon charity campaign will be visible at LUMENE’s sales points, social media channels, and websites from April 1 to June 30, 2025.

*K-Citymarket, Minimani, Prisma, Sokos, Stockmann, and Tokmanni chain stores, as well as the LUMENE Factory Store, the LUMENE store at Helsinki Outlet, and lumene.com.