Registry
Does Maybelline support Israel?
Yes — Maybelline has documented support for Israel on record. Every claim below links to its source.
Filed under: Beauty & cosmetics brands · Household & consumer goods brands · Companies that support Israel
Background
Maybelline New York has been a L'Oréal brand since 1996, and its documented Israeli record is one civilian mental-health programme plus ordinary commercial distribution. The programme — Brave Together, launched in Israel in June 2022 with the emotional first aid association ERAN — funds anonymous, free psychological support and awareness work for young people; it is not aid to the Israeli state, army or any political cause, and the distinction is the point. Everything else attached to Maybelline in boycott posts belongs to the parent and sits on L'Oréal's page: the Arab-boycott compliance accusations of the 1980s and early 1990s and the $1.4 million US settlement paid by L'Oréal's US affiliates in 1995 without admitting a violation; the 1994 purchase of a stake in the Israeli cosmetics maker Interbeauty and a $1 million donation to an Israeli road-safety campaign; manufacturing at Migdal Ha'emek from 1995 until the plant closed in June 2022; and the 2014 Garnier care packages, which L'Oréal publicly disavowed. No Maybelline donation, in-kind aid, sponsorship or statement concerning the war was found after October 7, 2023, and neither Maybelline nor L'Oréal appears on the BDS movement's official boycott target lists.
Jerusalem Post — Maybelline New York launches Brave Together in Israel L'Oréal (official) — Maybelline New York brand page (L'Oréal ownership) JTA archive — L'Oréal to pay $1.4 million in connection with Arab boycott BDS movement — official 'What to boycott' target list (Maybelline/L'Oréal absent)
Timeline of documented support
Documented support
| Type | Date | Amount | Recipient | Sources |
|---|---|---|---|---|
| Partnership | 2022-06 | — | ERAN — Israel's emotional first aid association Maybelline New York brought its global mental-health programme "Brave Together" to Israel in June 2022 in partnership with ERAN, the Israeli emotional first aid association, which has run a free anonymous helpline in Israel for about 50 years. The Israeli edition funded a digital awareness campaign featuring four Israeli public figures, early-detection tools for signs of distress in young people, and access to ERAN's support channels. The Jerusalem Post reported that Maybelline invested $10 million in Brave Together globally and that hundreds of thousands of shekels were allocated to the Israeli programme; no company-confirmed Israeli figure was published, so no dollar amount is recorded here. The acting entity is the Maybelline New York brand operating through L'Oréal's Israeli subsidiary — not L'Oréal's head office, and not a donation to any state, military or political body. The programme is still presented on the brand's Israeli site. | |
| Operations in Israel | 2026 | — | Israeli market — L'Oréal Israel Cosmetics Ltd. (Netanya) Maybelline is marketed in Israel by its owner's local subsidiary rather than an independent licensee. The brand runs a Hebrew-language site at maybelline.co.il that states it is intended for customers in Israel and whose privacy notice names L'Oréal Israel Cosmetics Ltd.; L'Oréal Israel employs roughly 300 people, is headquartered at Ha'Zoran 4 St. in Netanya with a distribution centre in Caesarea, and imports, distributes and markets the group's brand portfolio locally. No Maybelline manufacturing in Israel is documented — L'Oréal's Israeli plant at Migdal Ha'emek made haircare and Dead Sea skincare and closed in June 2022 — so Maybelline products sold in Israel are imported. This is a commercial structure, not a donation. |
Frequently asked questions
Did Maybelline donate money to Israel or Israeli causes?
We have no records of cash donations, but Maybelline has documented support of other kinds (Partnership, Operations in Israel). See the records on this page.
Where does this information come from?
Every record on this page links to its source — news reports, official company statements, tax filings, or government records. 9 distinct sources are cited for Maybelline. Our methodology page explains the full verification process.
Sources & citations
Record last updated: 2026-07-30
- Jerusalem Post — Maybelline New York launches Brave Together in Israel jpost.com
- ERAN (official) — L'Oréal Israel and Maybelline New York: Brave Together partnership en.eran.org.il
- Maybelline Israel — official Hebrew brand site (L'Oréal Israel Cosmetics Ltd. named in the privacy notice) maybelline.co.il
- Maybelline (official) — Brave Together global mental-health initiative maybelline.com
- L'Oréal (official) — L'Oréal Israel: ~300 employees, Netanya HQ, Caesarea distribution centre loreal.com
- Calcalist — L'Oréal Israel closes the Migdal Ha'emek plant (2022) calcalist.co.il
- L'Oréal (official) — Maybelline New York brand page (L'Oréal ownership) loreal.com
- JTA archive — L'Oréal to pay $1.4 million in connection with Arab boycott jta.org
- BDS movement — official 'What to boycott' target list (Maybelline/L'Oréal absent) bdsmovement.net