What exactly is beauty's business with mental health?

By Jo Allen 8-Jul-2022

In an industry long scrutinised for its impact on mental health, is it now a responsibility for beauty companies to provide tangible support?


This article was originally published in the July issue of Cosmetics Business Trend Report


If business is about relationships, what is the beauty business’s relationship with mental health?

While its decades-long portrayal of unttainable beauty ideals has led to the industry being criticised for contributing to lower self-esteem, brands in their dozens have introduced initiatives over the past few years aimed at supporting consumers with their mental health.

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During and since the pandemic this has intensified even further, as the ongoing and worsening mental health crisis has become a key area for brands to create positive impact.

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