Making the
beauty industry safer for mental health.
The beauty industry runs on a simple formula: create insecurities, then sell the fix. Every sector plays a part — from ‘flaw-fixing’ ads to high-pressure sales — turning self-doubt into profit and reshaping how we see ourselves.
(about us)
Index:MH™ is an independent, non-profit certification body.
We set measurable standards for how the beauty industry affects consumer mental health through its advertising, social media, and wider practices.
When appearance is sold as the measure of worth, the fallout is inevitable. Beauty marketing and social media normalise insecurity, driving constant comparison and impossible standards.
The impact shows up in rising anxiety, depression, eating disorders, and body dysmorphic disorder (BDD). It’s not a niche concern — it’s one of today’s most widespread mental health issues. And still, the industry responsible is rarely challenged.
(why we exist)
The beauty industry shapes how millions of people feel about themselves every day.
73%
of women say advertising sets unrealistic beauty standards.
(Little Black Book, 2022)
80%
of people worldwide say body image negatively affects their mental health.
(Medical News Today, 2023)
1 in 2
girls say toxic beauty advice on social media damages their self-esteem.
(Dove, 2023)
9 in 10
girls follow at least one account that makes them feel less beautiful.
(Dove, 2023)
40%
of teenagers say social media makes them worry about their body image.
(Mental Health Foundation, 2019)
25%
of U.S. Gen Z consumers feel excluded by beauty ads.
(Mintel, 2023)
(our mission)
Creating
insecurities
should not be a
business model.
We don’t reward lip service — we demand measurable change.
We believe any organisation that profits from how we look should be held to a clear standard for its impact on our mental health. Appearance-based marketing shapes how we see ourselves, so mental health impact has to be a core standard, not an afterthought.
Our certification marks the businesses that meet those standards, so consumers know who to trust and the industry knows where the bar is set.
SECTORS
Aesthetic Medicine
Consultation open
Fashion
Launching in 2026
Makeup & Cosmetics
Launching in 2026
Influencers & Content Creators
Launching in 2026
(how we're governed)
We don’t work in a vacuum.
Our standards are shaped with input from advisory boards that bring expertise in body image, mental health, and other relevant fields. Each sector we cover has its own board to guide the detail, and a general advisory board oversees the bigger picture to make sure we stay true to our purpose.