NEARLY 40,000 Americans commit suicide annually, about the same number that die from breast cancer. But while countless brands adopt pink packaging to raise awareness during Breast Cancer Awareness Month in October, corporate support for mental illness, the cause of most suicides, is decidedly scant.

Now Philosophy, the beauty brand owned by Coty, is introducing an effort to raise a projected $10 million over the next five years to combat mental illness. The Hope & Grace Initiative will direct 1 percent of sales of products throughout the brand’s skin care and fragrance lines to mental health charities, with a special focus on issues that particularly affect women, like postpartum depression and psychological trauma linked to domestic abuse. Grants typically will be about $25,000, with preference given to community-based programs.

Philosophy began donating a portion of sales from all products sold on its website on July 15, and beginning Jan. 1, it will extend the program to all online and offline purchases in the United States. The program will further expand to include all international sales in “mid-2015,” according to the brand.

The initiative is named for the two most popular products from Philosophy, which date back to the introduction of the brand in 1996: Hope in a Jar moisturizer and Amazing Grace fragrance.