By Daniel Okafor

Eighty percent of women say "I'm fine" when they are not, according to new Lancôme research conducted with Ipsos across global markets. Seventy-two percent of respondents regret hiding how they truly felt, and more than 60 percent say mental health is difficult to talk about—a higher share than for fertility or menopause. Fifty-two percent avoid opening up because they do not want to burden others.

Those findings anchor "I'm Fine," a long-term global initiative Lancôme launched ahead of World Mental Health Day. The program targets three million people by 2030, aiming to help them recognize early signs of anxiety and depression.

What does the program actually offer?

Through IMFINE.COM and Lancôme.com, women can access:

• Free, clinically validated anxiety and depression self-assessments
• Stories from women around the world
• Expert-led resources
• Connections to trusted mental health organizations

Four Lancôme ambassadors share their own stories for the campaign: Christy Turlington, Demi Moore, Zoë Saldaña and Vanessa Kirby. Turlington spoke with the press following the launch event at Le Coucou in New York.

Why did Turlington speak now?

The invitation itself was the trigger. "I really haven't been asked about my mental health over the years," Turlington said. "I think it's a good sign that this is the conversation that needs to be had—with everybody, anybody."

On why "I'm fine" remains the default answer, she pointed to busyness and momentum. "There's a little bit of that 'you've got to keep going' feeling. You say 'I'm fine' to get through whatever it is you're going through, and you don't take the time to actually unpack whatever it is you might be struggling with."

Her prescription is deliberate. "I think you really need to build in space and time to be reflective, to give yourself a chance to check in and ask yourself, 'Am I really fine or am I just saying that?'"

Modeling taught her to perform wellness

Turlington spent decades in an industry built on looking composed. "I spent many years in my first career [modeling] not even thinking about it, just getting to work, getting made up," she said. "That's part of the job, right? To present happy, healthy, well. And obviously not all of us are that way."

She now has more control over her time and her circle. "It's been a long time since that was my real job," she said.

'Postpartum is forever'

Turlington, a longtime advocate for maternal health, framed reproductive care as a lifelong continuum. "Different phases require different kinds of care," she said.

She was blunt on motherhood. "Postpartum is forever. Well beyond a child's arrival, there are different transitions and struggles and stressors you face as a mom, and that doesn't ever end, frankly," Turlington said. "That's my way in, but it's certainly not the only way in, because I'm human."

What does this change for beauty?

Turlington called the initiative the ceiling of what a beauty brand can do. "I think it's probably the most important thing a beauty brand could do. It touches everyone, and it can follow you throughout your whole life," she said. "Leadership in opening that door is really important. I'm really proud to be associated with a brand that has taken this on."

With a three-million-person target and clinically validated tools, Lancôme has moved mental health from campaign language into measurable service delivery. The 2030 deadline gives the industry a benchmark to watch.