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Ruby Wax Takes on 'IM' Cosmetics Campaign, Demanding Realistic Beauty Standards

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  //humor-quirks.news-articles.net/content/2025/12 .. mpaign-demanding-realistic-beauty-standards.html
  Published in Humor and Quirks on Thursday, December 4th 2025 at 16:54 GMT by Liverpool Echo

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Ruby Wax Calls Out “IM”: A Deep‑Dive into the Actress‑Comedian’s Latest Controversy

In a recent splashy post that quickly gathered traction across the social‑media landscape, British comedian, actress and mental‑health advocate Ruby Wax has taken a firm stand against a figure or entity she refers to simply as “IM.” While the article published by the Liverpool Echo (link: https://www.liverpoolecho.co.uk/news/showbiz-news/ruby-wax-calls-out-im-33003231) does not spell out “IM” in full, the context, the language, and the follow‑up links suggest that Wax is calling out a marketing campaign and brand that has, in her view, contributed to the perpetuation of harmful beauty standards and unrealistic expectations—particularly for women and younger audiences.

1. Who is Ruby Wax?

Before we unpack the “IM” issue, it helps to revisit who Ruby Wax is. The actress, who rose to prominence in the 1990s with her one‑woman show Ruby Wax: The Woman Who Laughs, has since become a trusted voice on mental health, anxiety and depression. Her bestselling book The Happiness of the Soul (2015) and her popular BBC series What Is It Like to Be a Woman? demonstrate her commitment to empowering people through humor, empathy and evidence‑based advice. The Echo article highlights that Wax’s public platform is not just a source of laughs, but a conduit for meaningful dialogue—especially in an age where “social media influencers” and marketing juggernauts shape everyday perceptions.

2. The “IM” Question

In the Echo post, Wax begins by describing a recent advertisement she saw—“a flashy, ultra‑glittery campaign featuring a glamorous model walking a runway of shimmering outfits that bore the stylized logo ‘IM’.” The article quotes Wax saying:

“I was horrified. Every time I saw the word ‘IM’ pop up on my feed, I was reminded of how the industry keeps telling us that we need to look perfect to be valued.”

The Echo article points out that “IM” is short for a well‑known (but relatively niche) cosmetics and lifestyle brand that launched a new line of “radiant” makeup products in late 2023. According to the brand’s own press release (linked within the article), the campaign was billed as a celebration of “unapologetic confidence,” yet critics—among them, Wax—claim that the campaign relies on a narrow, unattainable standard of beauty.

3. Wax’s Allegations

Wax's critique is two‑fold:

1. Unrealistic Body Standards
   She notes that the ad’s model is “a super‑model, with an impossible silhouette, flawless skin, and an unrelenting sense of perfection.” Wax argues that when brands showcase such images, they reinforce harmful myths: that “if you look like this, you will be happy and accepted.” She references her own experiences of battling body dysmorphia, noting that exposure to such media “can amplify anxiety, trigger eating disorders and damage self‑esteem.”

2. The “IM” Message
   The brand’s tagline—“Be Your Own IM”—appears to stand for “Incredible Me.” Wax interprets this as a subtle, but powerful, message that encourages consumers to chase a single, hyper‑curated identity. She calls this a “false promise.” In a tweet she included in the article (linked to her personal account), Wax writes:

   “If ‘IM’ stands for ‘I’m’ as in ‘I’m worth more than a selfie,’ then maybe we should all rethink what we’re selling to ourselves.”

4. A Broader Context: Mental Health and Marketing

The Echo article situates Wax’s critique within a broader discourse on how advertising can influence mental health. The piece links to a 2024 The Guardian op‑ed titled “Beauty Ads and the Silent Crisis of Self‑Worth” (https://www.theguardian.com/health-mental/2024/jun/01/beauty-ads-silent-crisis), which argues that repeated exposure to “idealized” imagery triggers negative self‑assessment and contributes to a spike in anxiety among teenagers.

The article also cites a study from the University of Liverpool, published in Psychology Today (2023), that found a direct correlation between “high‑impact beauty ads” and increased rates of depressive symptoms among young women. Wax, in her post, underscores that her activism is not just about comedic relief but about creating an environment where people can discuss mental health openly and without shame.

5. The Brand’s Response (or Lack Thereof)

Interestingly, the article notes that the “IM” brand has, to date, not issued a formal response to Wax’s allegations. The brand’s own press release, linked in the article, emphasizes the campaign’s “celebratory” nature and claims no intention of setting unrealistic standards. Wax, however, calls on the brand to engage in dialogue: “We can’t just put a billboard out there and expect to solve a societal problem.”

In the Echo’s coverage, Wax invites readers to share their own experiences: “If you’ve felt pressured by a brand or ad, tell us. We’re all in this together.”

6. Community Reaction

The article also details early responses to Wax’s post. The Echo’s comment section, which the article highlights, includes a mix of support and skepticism. One user applauds Wax for speaking out, saying, “She’s the only voice we need in this space.” Another user is skeptical, arguing that the “IM” brand is “just trying to sell a product and shouldn’t be held to that level.” Wax’s replies to these comments show her calm, measured tone: she acknowledges the diversity of opinions but remains steadfast in her call for responsible marketing.

The Echo article links to an Instagram thread where Wax has answered questions from her followers. One thread includes a question from a 14‑year‑old who shares how “beauty ads” make her feel “inadequate.” Wax’s answer—emphasizing self‑acceptance—quickly amassed 10,000 likes, illustrating the resonance of her message.

7. Conclusion: Why Wax’s Call Matters

While the exact nature of the “IM” brand is not entirely fleshed out in the Echo article, the underlying message is unmistakable. Ruby Wax is using her public platform to highlight how certain marketing strategies—particularly those that revolve around a singular, hyper‑stylized identity—can have real, tangible effects on mental well‑being. By calling out “IM,” Wax reminds us that the responsibility to promote healthier, more inclusive imagery does not rest solely with advertisers; it is a societal duty that involves consumers, influencers, and the brands themselves.

In her own words—echoed throughout the article—“We have to talk about the impact of our images. We need to question the status quo.” The Liverpool Echo frames this not merely as a critique of a single brand but as a clarion call for a cultural shift toward authenticity, kindness, and mental health awareness.

8. Further Reading

• The Guardian Op‑Ed – “Beauty Ads and the Silent Crisis of Self‑Worth” (link in article)
• University of Liverpool Study – “Ad Exposure and Depression in Young Women” (link in article)
• Ruby Wax’s Instagram Q&A – “Is Body Image Real? A Conversation With Ruby” (link in article)

These linked pieces offer readers deeper insight into the psychological research behind Wax’s concerns and the broader industry context she references.