THE WHAT? Aromatherapy Associates has joined the B Corp Beauty Coalition, comprised of 27 certified B Corporations across eight countries and three continents, which aims to improve the sustainability standards of the beauty industry.
THE DETAILS The coalition has a vision of delivering ‘beauty for good’, with the intention being to enable collaboration and exchange between companies.
Other aims include identifying and sharing better practices, implementing improvement actions and publishing their outcomes; helping beauty customers more easily navigate the category; and to influence the beauty industry to trigger broader changes, which can ultimately improve its social and environmental footprint.
The Body Shop, Rituals Cosmetics, Arbonne, and Prose are also part of the coalition.
THE WHY? The B Corp Beauty Coalition aims to meet the highest standards of social and environmental impact, with Davide Bollati, President of Davines and Founding member of the B Corp Beauty Coalition, stating that ‘positive change can be enhanced through a partnership of mutual commitment.
Shaun Russell, Founder of Skandinavisk, and a co-founding member of the B Corp Beauty Coalition, continued, “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. Work has already started, and we will be welcoming more certified B Corps to add their talent and contribution as we gather momentum.”