Every day, millions of women answer the simplest of questions: “How are you?” with the same two words: “I’m fine.” But behind those words can lie a very different reality, one in which women are silently struggling with their mental well-being.

Today, approximately one in three women will face an anxiety or depressive disorder in their lifetime, twice as many as men, and many feel unable to speak out.

This is why Lancôme is taking action with the “I’m Fine” program, developed globally alongside the leading non-profit mental health organization ADAA (Anxiety and Depression Association of America) and brought to life in the U.S. in partnership with HealthyWomen, the nation’s leading non-profit dedicated to educating and empowering women to make informed health decisions. Together, these trusted organizations help women prioritize their mental well-being by encouraging them to check in with themselves, recognize the early signs of anxiety and depression, and feel empowered to seek support when they need it.

An Exclusive Global Study Reveals the Hidden Burden Behind “I’m Fine”

In partnership with Ipsos, one of the largest market research and polling companies globally, Lancôme surveyed women across various countries in 2025 and 2026, revealing the true extent of this hidden struggle. The findings are clear: 80% of women admit to saying “I’m fine” when they are not (up 4 points since 2025), and 72% say they regret having hidden how they truly felt.

Mental health remains deeply difficult to talk about. Over 60% of women find it hard to speak openly about their mental well-being, a higher barrier than even other health topics long considered taboo, such as fertility (54%) or menopause (48%).

Women face gender-based factors that put their mental well-being at risk across all life stages and cultures: sociocultural pressures such as mental load and unequal domestic responsibilities, as well as physiological changes during the postpartum period, perimenopause, and menopause.

Yet many women feel unable to speak up. The most common reason is not wanting to burden others (52%), a finding that speaks to how deeply women tend to put those around them before themselves. Fear of not being understood or supported adds another layer (29%). But women also hold themselves back: 38% believe they must cope alone, 31% do not want to appear vulnerable, and 29% feel pressure to always project a positive image.

Supporting Women to Better Care for Their Mental Well-Being and Move Forward with Optimism

At Lancôme, the belief is that optimism can be a choice, a conscious and courageous opportunity to see life on the positive side and move forward, especially for women. Yet optimism can be fragile and is becoming harder to reach for so many women who are facing gender-based pressures while struggling with their mental health behind closed doors. Supporting mental health is the natural extension of this belief, and Lancôme wants to ensure that every woman has the strength to choose optimism.

"As a nurse, mom, and CEO, I've seen time and time again that when women say, 'I'm fine,' they're often struggling in silence. Mental health is connected to every stage of a woman's health journey, from pregnancy and menopause to cancer and chronic illness. We commend Lancôme for bringing these conversations into the open and are proud to help more women take that first step toward checking in on their mental well-being," said Beth Battaglino, RN-C, CEO of HealthyWomen.

Through the U.S. partnership with HealthyWomen, the “I’m Fine” program will be amplified to help provide women with thoughtful articles to evaluate their mental health, while sparking meaningful conversations. By joining forces, Lancôme and HealthyWomen are working to reduce stigma, encourage women to seek help, and empower them to prioritize their mental well-being with confidence. 

“Beauty is not only about how we look: it is deeply linked to how we feel, how we connect, and how we lift each other up. In a world that often tries to silence women, we must act,” said Vania Lacascade, Lancôme Global President. “With about one in three women experiencing anxiety and depression in their lifetime, this is not a distant problem: it is affecting our mothers, sisters, daughters, and friends. Yet these issues remain hidden and under-addressed. At Lancôme, we feel a profound responsibility to bring this conversation into the light. We must act before women reach a breaking point by supporting them to check in on themselves and recognize the early signs of anxiety and depression.”

The “I’m Fine” program focuses on anxiety and depression, two of the most common mental health challenges for women², and is built on two core pillars:

• Raising Awareness – a first step toward breaking the stigma around women's mental health. The “I'm Fine” campaign sends a clear message: women deserve to take care of their mental health, and speaking openly about it is the first step. To amplify this message globally, Lancôme is bringing together its most iconic brand ambassadors. Demi Moore, Christy Turlington, Zoé Saldaña, and Vanessa Kirby are sharing their own personal stories to help rewrite the narrative around women's mental health and inspire all women to do the same.
• Promoting Prevention –through tangible, impactful tools, available on a dedicated platform – IMFINE.COM –designed to guide women through a clear, three-step journey:
  1.  Check in on yourself —Lancôme will offer free, confidential access to two peer-reviewed self-assessment tools — GAD-7 (for anxiety) and PHQ-8 (for depression). Clinically validated, these tools help identify early signs of risk and help support timely intervention.
  2. Reflect on yourself — Based on their results, women are then given access to a host of articles offering helpful perspectives on mental well-being.
  3. Connect with the community — To foster a sense of shared experience, women are encouraged to connect through powerful testimonials from other women around the world who are sharing their own stories. 

“Today, approximately one in three women will experience an anxiety or depressive disorder in their lifetime. This is a global public health issue we can no longer afford to ignore”, said Dr. Helen Blair Simpson, Professor of Psychiatry at Columbia University Irving Medical Center (CUIMC), Director of the Center for OCD and Related Disorders and ADAA Ambassador for Women’s Mental Health. 

“This partnership is a collective commitment to dismantle the barriers of stigma and delayed care, and to empower women around the globe. Prevention is power. Early detection is critical. These tools empower women to understand what they are feeling, take action early, and prevent challenges from becoming overwhelming crises.” 

A Global Movement for Women’s Mental Health

The “I’m Fine” initiative will launch globally in October 2026 right before World Mental Health Day, beginning with the US, Canada, Mexico, and Europe, followed by an expansion into North Asia, the UAE, and Australia in March 2027. By 2030, the program aims to have helped empower three million individuals globally to recognize the early signs of anxiety and depression. The mission is supported by renowned local non-profit partners, including Mental Health Innovations in the UK, Telefono Amico in Italy, Psycom in France, and HealthyWomen in the US, who will help amplify the campaign's message and encourage women to take the self-assessment. The IMFINE.COM platform will be adapted to each local market, with culturally relevant resources. 

If you are interested in watching the campaign video, please click HERE.

Image courtesy of Lancôme