UNREALISTIC BEAUTY STANDARDS ARE NOT HARMLESS.
Think about the last time you scrolled past a flawless, filtered face and felt like you didn’t measure up. Or when an advert for the ‘perfect look’ left you questioning yourself. Maybe you watched a transformation video and caught yourself wishing you were the ‘after’.
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Those jolts of insecurity aren’t random; they’re a deliberate strategy aimed at turning self-doubt into demand. This is how the beauty industry keeps us trapped chasing an ideal we’ll never reach.
1 in 3 people say social media makes them worry about their body.
1 in 8 report suicidal thoughts tied to appearance.
Unrealistic beauty standards aren’t just toxic — they are a public health issue.
Agree it's time to do something about it? Sign the pledge.
I support a beauty industry that takes responsibility for its impact on consumer mental health.
Help us spread the word. Share your support and help bring more people on board. ❤️
FAQs
Index:MH is an independent non-profit creating the first Mental Health Standard for the beauty industry. We’re here to hold brands accountable for the harm caused by unrealistic beauty standards.
Organisations will have to meet sector-specific criteria to earn certification. These criteria are being built with industry leaders and academic experts so they’re practical and evidence-based. Certified companies will prove they take mental health seriously. Those that don’t will be exposed.
Public pressure is our power. The more people who sign, the harder it is for brands to ignore the demand for a Mental Health Standard. Every signature makes the case stronger.
Your name is added to a growing public call for accountability. We’ll use this collective backing in brand meetings, open letters, and public scorecards to show companies the world is watching.
After signing, you can:
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Share the pledge on social media with #NotABefore
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Download a supporter badge to use on your profile or stories
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Tick the box to hear about deeper involvement opportunities
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Get in touch if you’d like to volunteer, contribute expertise, become an ambassador, help with fundraising, or explore partnership opportunities
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