Maybelline and HERO continue calling out gaming’s toxic behaviour with new social experiment

March 15, 2024 9:00

Off the back of its successful campaign against the discrimination of female and LGBTQIA+ identifying gamers in 2023, Maybelline New York has launched a new spot stressing that more needs to be done to change toxic behaviours in the gaming community, via HERO.

The ‘Through Their Eyes’ campaign from last year saw the beauty brand double down on its commitment to call out the ‘boy’s club’.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.