L’Oréal turns expired makeup into a masterpiece of healing in Thailand

Bangkok, Thailand – L’Oréal Groupe in Thailand is proving that beauty never fades with ‘Beauty Inside Out’—a campaign that gives expired makeup a second life as art therapy tools for mental health patients.

Instead of discarding over 8.7 million baht worth of unused products, L’Oréal repurposed them into vibrant art kits designed with Thai artist Juli Baker and Summer. 

“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,” said Onanong Pratakphiriya, corporate affairs and engagement director of L’Oréal Groupe in Thailand.

Each kit—filled with foundations, lipsticks, and eyeshadows past their prime—has become a palette of expression for patients at Srithanya Hospital, Thailand’s leading mental health facility.

“The use of colour and creativity stimulates the brain. This collaboration with L’Oréal has expanded the scope of therapeutic activities available to our patients,” said Pongsatorn Rapeepatchai, deputy director of Srithanya Hospital.

Varoth Chotpitayasunondh, Public Health Ministry of Thailand spokesperson, added, “Beauty Inside Out demonstrates how collaboration between corporates, non-profits, and public institutions can help bridge this gap by introducing innovative forms of support.”