THE B Corp Beauty Coalition; a partnership between twenty six leading Certified B Corporations across eight countries to tackle improving beauty’s sustainability standards. Founder of Scandinavian fragrance brand Skandinavisk, Shaun Russell, launched the initiative on the 10th of January this year in order to promote conversations between companies, and to share new ideas and strategies for change.
Skandinavisk
B Beauty also aims to help customers navigate more easily through each category and to put social and environmental footprints on the radars of the broader industry. Having already recruited brands such as Aromatherapy Associates, The Body Shop and Rituals, B Beauty is balancing purpose with profit in order to make physical changes and spread awareness.
“Specifically we commit to invest our time and efforts to improve four key issues that affect everyone and everything: ingredient sourcing and sustainability; greener logistics; packaging responsibility; consistent and clear external messaging that customers can understand and trust”, reads a statement from Shaun Russell.
In the organisation’s manifesto, they have hopes to create a new approach which priorities “soil as much as skin”. Through working with absolute transparency between corporations and their customers, B Beauty is taking us one step closer to being able to pamper but not at the cost of our planet.
B Corp Beauty Coalition Partners
By Pia Brynteson