We hold the
beauty industry accountable for its impact on consumer 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.

Learn more about why we exist

SUPPORT THE CAUSE

Creating

insecurities

should not be a

business model.

We don’t reward lip service — we demand measurable change.

Index:MH™ is an independent, non-profit certification body. We set measurable standards for how the beauty industry advertises, sells, and interacts with consumers — standards designed to protect mental health, not chip away at it.

Our certification marks the businesses that meet those standards, so consumers know who to trust and the industry knows where the bar is set.

Learn more about us