The study results highlight a concerning situation: 92% of women aged 16–28 have experienced appearance-related pressures at least occasionally. One-third of all individuals in this age group have faced discrimination, bullying, and criticism related to their appearance. According to the study, appearance-related pressures can lead to serious consequences such as anxiety, depression, or eating disorders. Despite their prevalence, these issues are not discussed, nor do people seek help for them. LUMENE, with the assistance of Mieli Mental Health Finland, conducted a survey in December 2024 to investigate the appearance-related pressures of 16–28-year-olds.

Over a thousand 16–28-year-olds living in Finland responded to the population-representative survey commissioned by LUMENE. The survey design utilized the expertise of the Sekasin Collective, coordinated by Mieli Mental Health Finland.

The study shows that appearance-related pressures are alarmingly common among all 16–28-year-olds, with over three-quarters of the age group experiencing them at least occasionally. The results are particularly alarming for women, with 92% of women in this age group experiencing pressures related to their appearance.

Half of the women aged 16–28 feel insecure and inadequate about their appearance, and nearly one-third of men feel the same. Two-thirds of women report that appearance-related pressures have caused them stress and distress and have lowered their self-esteem.

According to the study, appearance-related pressures affect mental health: one-third of all 16–28-year-olds have felt isolated, lonely, or excluded due to these pressures. Additionally, one-third have experienced discrimination, bullying, and criticism related to their appearance.

Appearance-related pressures can lead to serious consequences such as stress, lowered self-esteem, anxiety, depression, and eating disorders. More than half of women say that appearance-related pressures have caused them anxiety and depression. Among men, 26% feel the same way.

“Appearance-related pressures are part of the world young people experience, causing distress and anxiety. In our discussions, appearance-related pressures come up when addressing issues such as bullying, eating disorders, or gender identity challenges,” says Johanna Kronstedt from Mieli Mental Health Finland. She is the team leader of the nationwide Sekasin chat for 12–29-year-olds. The chat service supports young people’s mental well-being and helps them cope with mental health issues.

Appearance-related pressures are not discussed

Despite the prevalence of appearance-related pressures, they are not discussed.

57% of all 16–28-year-olds report consciously trying to reduce these pressures, but only 10% of those who try have sought help or talked about them with a trusted adult. In youth-targeted chat services, only 4% of those trying to reduce appearance-related pressures have discussed them.

As a result of these pressures, many have avoided social situations and self-expression. Only half of all 16–28-year-olds feel they can freely present themselves or dress as they wish, regardless of gender. One-third spend time and energy on their appearance solely due to these pressures.

Body shape is the most significant source of appearance-related pressures, affecting 72% of women and 59% of all respondents. The consequences can be severe, as nearly half of women have restricted their eating or suffered from an eating disorder due to appearance-related pressures.

Johanna Kronstedt from Mieli Mental Health Finland reminds us that instead of staying silent, we can talk about these pressures. Adults, in particular, can help alleviate young people’s pressures.

“With young people, you can start a conversation about appearance-related pressures by asking about them directly with empathy and respect. You can discuss the kind of imagery social media or advertisements convey to us and what we should think about it.”

1500 new conversations

As part of its social responsibility program, LUMENE has donated €15,000 to Mieli Mental Health Finland, which will be directed to the Sekasin chat. The donation will enable approximately 1500 conversations in the Sekasin chat. The Sekasin chat holds over 700 conversations with young people weekly.

LUMENE also offers its employees the opportunity to train as volunteers for the Sekasin chat during working hours.

“The prevalence of appearance-related pressures is concerning. We want to influence the beauty industry so that these pressures are not as severe in the future. With this donation, we also want to create hope and ensure that as many young people as possible receive the conversation support they need,” says Lumene Group’s sustainability & packaging director, Essi Arola.

Background information about the study:

  • LUMENE conducted the study in December 2024 with the expert support of Mieli ry.
  • The study was carried out by the research firm Nsight through an online panel. The survey included 1022 individuals aged 16–28 living in Finland from all genders.
  • The online panel sample was formed by inviting individuals from the target group until a sufficient number of respondents was reached. The sample was quota-based on age profiles (16–19 years and 20–28 years) to ensure it is representative of the population by age and gender.
  • The study results can be generalized to the population with a maximum margin of error of +/- 3.06%.

Sekasin chat

  • Sekasin chat is a nationwide chat service for 12–29-year-olds that supports mental well-being and helps cope with mental health issues.
  • The service is free, anonymous, and confidential.
  • Respondents include social and healthcare professionals as well as trained volunteers.
  • The chat is open in Finnish from Mon-Fri 9-24 and Sat-Sun 15-24, and in Swedish from Mon-Sun 15-19 at sekasin.fi.