Following its recent B Corp certification, Weleda has announced it will be represented on the board of the newly launched international B Corp Beauty Coalition by its UK managing director Jayn Sterland.

Weleda brings to the table its expertise as a pioneer of ethical green beauty and leading manufacturer of certified natural and organic cosmetics since 1921 and will join the coalition’s mission to improve sustainability standards in the cosmetics industry.

“I am delighted to represent Weleda as part of the global B Corp Beauty Coalition, which aims to unite B Corp-certified companies through coalition as a force for good,” says Sterland, commenting on her appointment. “With Weleda’s expertise in creating pioneering natural beauty for over a hundred years, we hope to be able to share this wisdom and support others through this global initiative. It is only by working in harmony with and through nature, that beauty can become truly sustainable.”

The new B Corp Beauty Coalition brings together over 35 leading cosmetics firms from around the world to leverage their combined strengths and deliver tangible benefits to beauty consumers, communities and the planet.

It will focus on four key issues: ingredient sourcing and sustainability; greener logistics; packaging responsibility; consistent and clear external messaging.