Lancôme is setting out to open up conversations around women’s mental health with its new global initiative, ‘I’m Fine’.
The L’Oréal-owned luxury beauty brand is partnering with non-profit mental health organisation ADAA (Anxiety and Depression Association of America) and non-profit educator HealthyWomen in the US to help women across the world prioritise their mental health.
Through a new digital platform, imfine.com, women can access free, clinically-validated anxiety and depression self-assessments, expert-led educational resources, hear stories from women around the world, and connect with trusted mental health organisations and support.
According to ADAA, one in three women will face anxiety or a depressive disorder in their lifetime.
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As part of the initiative, Lancôme Brand Ambassadors actress Demi Moore (The Substance, Ghost), actress Zoë Saldaña (Avatar, Lioness), supermodel Christy Turlington and actress Vanessa Kirby (The Crown, The Fantastic Four: First Steps), will share personal stories to encourage open conversations around mental health.
Lancôme has also partnered with market research company Ipsos to commission a global study into women’s mental health struggles.
Why has Lancôme launched the ‘I’m Fine’ initiative?
“At Lancôme, we believe that beauty is not only about how we look, but also about how we feel and how we lift each other up,” Rachelle Mladjenovic, General Manager, Lancôme, told Cosmetics Business.
“In a world where women face increasing pressures, we believe that optimism can be a choice.
“It is this belief that drives us to use our global platform to drive positive societal change.
“We conducted a survey [with Ipsos] in 2025 and 2026 across various countries, where we found that 80% of women had already hidden the true state of their mental health by saying ‘I’m fine’ when, in fact, they were not.
“But the facade is crumbling, with 72% of women regretting their choice to conceal their struggles.”
Vania Lacascade, Global Brand President, Lancôme, added: “We wanted to use our reach responsibly: to encourage women to pay attention to their mental health earlier and, if needed, help them find reliable resources.
“That is the purpose of ‘I’m Fine’: a long-term commi
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