The B-Corp Beauty Coalition, which works to improve the sustainability standards of the beauty industry, has more than doubled the number of certified brands during its first 12 months.
B-Beauty first launched on 10 January 2022, with 26 member brands – including Beauty Kitchen, The Body Shop, Made for Life Organics, Dr Bronner’s, Herbatint and Aromatherapy Associates – and now, a year on, has 59 certified members.
Two weeks after the anniversary, British brand Elemis announced that it had earned the accolade. “We wholeheartedly believe that this certification is just the beginning for a B Corp business – we will use this as our baseline – if we do not measure, we cannot improve,” says Oriele Frank, brand co-founder and Sustainable Beauty Coalition (SBC) steering committee member. “We, as part of L’Occitane Group, are on a journey with the ambition to become the most sustainable premium British skincare brand and we plan to accomplish more action-based commitments in 2023 making continuous improvements to our positive impact mission, in fact, the only impact we intend to make is positive.”
Elemis joins numerous other patrons of the British Beauty Council that are members of the B-Corp Beauty Coalition, including Weleda. Jayn Sterland, brand MD and SBC chair, comments: “Working sustainably, in harmony with nature, comes naturally to Weleda because it has been our purpose since 1921, but that does not mean it comes easily! It takes determination, commitment, and investment – and an increasing need to substantiate and verify our progress, which is why I am so pleased we are now B Corp certified.
“Consumers are understandably wary of sustainability claims, with so much ‘greenwashing’ in our industry, but together with fellow members of the Sustainable Beauty Coalition we are working hard to help consumers make greener, more confident planet-positive choices.”
