L’Oréal and Thai artists turn expired cosmetics into art therapy kits for mental health

L'Oréal has partnered with Thai artist Juli Baker and Summer on an initiative to make art therapy more accessible for patients in mental health hospitals across Thailand.

 

The 'Beauty Inside Out' project repurposes expired cosmetic products into art therapy tools, championing both sustainability and mental well-being.

 

Rather than discarding over 8,700,000 baht worth of unused expired beauty items, these products have been transformed into art therapy kits. Acclaimed Thai artist Juli Baker and Summer contributed by providing drawings used as colouring pages and designing the kits’ outer packaging.

 

 

Each kit contains expired foundation, eye, and lip products that patients can use for painting, drawing and self-expression, making art therapy easier to access for mental health hospital patients in Thailand. By redirecting obsolete products towards mental health support, the initiative reduces waste and maximises the use of surplus stock that would otherwise be discarded.

 

About 400 kits have been distributed to patients at Srithanya Hospital, Thailand’s leading mental health facility. In facilitated sessions, these kits have helped patients boost creativity, encourage social interaction, build teamwork and improve concentration and decision making.

 

 

“What truly sets this project apart is its potential to democratise healing. By cleverly converting expired cosmetics into vibrant art therapy resources, we are opening doors for people with mental health issues to explore their inner feelings, manage their anxiety and embark on a journey of emotional well-being, thereby fostering an inclusive community,” said Onanong Pratakphiriya, corporate affairs and engagement director, L’Oréal Groupe in Thailand.

 

“According to Thailand’s Department of Mental Health, suicide rates remain a pressing issue, with many individuals still reluctant to seek help due to stigma. 'Beauty Inside Out' demonstrates how collaboration between corporates, non-profits and public institutions can help bridge this gap by introducing innovative forms of support,” said Dr Varoth Chotpitayasunondh, a spokesperson for Thailand's Public Health Ministry.

 

Campaign's take: It’s refreshing to see an initiative that makes a real difference in people’s lives. This thoughtful campaign doesn’t just tackle the problem of surplus products, it transforms them into something meaningful that can genuinely brighten someone’s day. By making art therapy accessible to those who might not usually have the chance, it turns what would be waste into tools for healing and self-expression. It’s a great example of how brands can genuinely connect with real human needs while staying true to their values.