WHY CERTIFY
Consumers are changing the rules. The old model of selling through insecurity is running out of road. People expect responsibility, transparency, and care for mental health — and they are choosing brands that can prove it. Certification is how you show you belong in that future.
The Consumer Shift
Over 65% of consumers expect brands to make them feel good, not fuel insecurity. Gen Z, who already make up 40% of the global market, are leading this shift by rewarding the brands that prove it.
In beauty, that expectation is sharper than anywhere else. The industry trades directly on self-image, so when people feel manipulated, the backlash is immediate — from social media call-outs to boycotts and reputational collapse. What once passed as clever marketing now risks long-term damage to trust and revenue.
Source: Edelman Trust Barometer Special Reports (2023–2025).
PROOF IN PRACTICE
Consumers are already rewarding brands that support wellbeing and calling out those that don’t.
Campaigns that feel authentic and inclusive can build trust quickly, while those that lean on old insecurity-driven tactics now face backlash just as fast. The difference is no longer theoretical — it plays out in public, with reputations and revenue on the line.
Earn consumer trust. Strengthen loyalty. Protect your reputation. Stay ahead of regulation.
A clear sign of trust
Consumers have already made their choice. They will not spend on brands that exploit insecurity, and they will reward those that prove they care about mental health. Certification makes that proof visible. In a sector built on self-image, nothing is more powerful than trust — and nothing is riskier than losing it.