Hi, I’m Brea, founder of Index:MH™ — an independent non-profit determined to hold the beauty industry accountable for its impact on our mental health.

Right now, beauty companies profit from making us feel insecure. 1 in 3 people say social media makes them worry about their body. 1 in 8 report suicidal thoughts tied to appearance. For young people, it’s even worse — growing up in a world of filters, algorithms, and 'looksmaxxing' trends means they’re constantly told they’re not enough. Unrealistic beauty standards aren’t harmless. They’re fuelling a mental health crisis.

I started Index:MH™ because I believe mental health should never be collateral damage in the name of profit. This isn’t another call for government regulation that will take years to appear. We’re building an independent standard, ready to act NOW — powered by public support, not industry funding.

Here’s how it will work:

Index:MH is creating the first independent certification that holds beauty companies accountable for how they impact mental health. Certification will start with sectors like aesthetics, skincare and cosmetics, with plans to expand into fashion and wellness. To qualify, organisations will need to meet clear, expert-led criteria — covering everything from the language and images they use in advertising to how they design their social media campaigns. Companies that meet the criteria will show they put people’s wellbeing before profit. Those that don’t will be exposed.

Your support will:

Every name, every donation, is proof that the public demands better. Together, we can show the beauty industry that exploiting insecurities is not an acceptable business model!

Please donate what you can, sign the pledge, and share this campaign. We all deserve to live without being made to feel like a “before” picture.

Follow along for updates on IG: @Index_MH and on our website: https://www.indexmh.org/

Thank you for standing with us,

Brea