(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.
(our mission)
WE BELIEVE ORGANISATIONS SHOULD BE HELD ACCOUNTABLE FOR THEIR IMPACT ON CONSUMER MENTAL HEALTH.
Index:MH™ sets measurable standards for how the beauty industry advertises, uses social media, and sells its products and services. The aim is to cut out practices that exploit insecurity and to give consumers a clear way to see which organisations protect mental health.
(our values)
When an industry relies on insecurity to drive demand, the harm is built in. That’s why we hold to a set of values that guide every decision we make. Our non-negotiables are:
Consumer wellbeing comes first, always. If a practice harms mental health, no amount of profit justifies it.
We call out harm when we see it, even if it’s uncomfortable or goes against industry norms.
We don’t reward good intentions or lip service. Only real, measurable change counts.
We don’t chase easy wins or box-ticking fixes. We go deep, creating standards that work in practice, not just on paper.
OUR PRINCIPLES
(our approach)
We don’t just set out what matters, we set out how it’s done. These principles define our approach:
(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)
25%
of U.S. Gen Z consumers feel excluded by beauty ads.
(Mintel, 2023)
COLLABORATION
Lasting change is collective. We build standards with input from researchers, practitioners, charities, and industry voices.
RIGOUR
Our standards don’t bend to convenience. They’re detailed, tested, and designed to work in practice, not just theory.
TRANSPARENCY
Every standard, every decision, every outcome comes with a reason that can be understood and questioned.
ACCOUNTABILITY
Certification is earned, not claimed. Organisations must show clear evidence of their impact on consumer mental health.