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About Index:MH™

Index:MH™ is an independent, non-profit certification body focused on benchmarking how organisations within the beauty industry impact consumer mental health through their advertising and social media. We believe the beauty industry holds immense influence over how people see themselves — and with that influence comes responsibility. While physical safety standards are widely understood, there’s still no clear, measurable framework for protecting psychological wellbeing. “Safeguarding” is often mentioned in policies and ethics statements, but rarely defined in practical terms. Index:MH™ exists to change that. We translate existing research and best practice into clear, evidence-based criteria that organisations can apply now. Our certification recognises companies that meet these standards, giving consumers a trusted marker of responsible practice while encouraging the industry to do better. By providing organisations with practical, measurable standards — and by making those standards visible to the public — we aim to make psychological safeguarding a baseline expectation, not an optional extra. Because creating insecurities is not a business model.

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