For all my clean beauty, herbal, skincare and aromatherapy brands: Becoming a B Corp is definitely something to consider if you're seeking a way to 1) get noticed by consumers, 2) attract values-driven people to work with you, and 3) hold your business to higher standards. It isn’t just a label—it’s a commitment to people, planet, and profit. (not sure what a B Corp is? Check out my blog here.)

Having been a leader in the natural and organic product industry for 30 years, I find that B Corp status is especially relevant for clean beauty companies. Those who are producing cosmetics, skincare, and clean beauty products have intensive reach (especially into suppliers, vendors, and farmers) and they can powerfully influence every aspect of a business’s operations.

Becoming a B Corp means your brand is setting a higher (perhaps the highest) standard for its products, packaging, hiring, employee management practices, pollution potential, circularity, animal protection potential, and so much more. It's a huge market and has tremendous influence on how consumers see the world. In fact, when we walk into a grocery store or market, the most influential and numerous packages and products we see (other than fruits and veggies) are usually natural care products.

Do Core Values Matter?

Not only is committing to sustainable practices the environmentally and economically sensible thing to do… it will definitely appeal to customers. B Corp certification can enhance your brand’s reputation by showing your consumers that ethical practices are at the core of your business. This is especially meaningful for industries that rely on natural ingredients like herbal products and aromatherapy.

Why become a B-Corp? As their logo says, it’s because businesses can “be a force for good” Because the movement is a catalyst for standards that help get us beyond linear models of production, away from good-ole-boy syndrome and governance, and away from quick profits at the expense of the earth.

B Lab, the entity that governs B-Corp certification, emphasizes transparency, accountability, and environmental stewardship, which are particularly important to CPGs such as artisans, salt producers, chocolate makers, and companies that specialize in organic baby or motherhood products. Certification sets your company apart from the polluting mainstream, helping you to better serve eco-conscious customers and support employee retention and even attract stellar employees to your company for the long-term.

(Though I am not "selling" B Corp status and, in fact, talk here about challenges faced by companies attempting to maintain B Corp certification.)

Sustainability Impacts Consumer Trust & Loyalty

In the natural products market, trust is key. Brands that can prove their sustainability and ethical sourcing through B Corp certification are more likely to win over the growing numbers of customers who value real and trustworthy integrity in beauty, skincare, organic clothing and textiles, and even food products like honey and chocolate.

People can be savvy consumers, especially progressive thinkers and those who are keen to see environmental and social standards held up. They know what’s going on in companies that don’t prioritize sustainability. We’ve all seen packaging that’s not recyclable or that claims to be recycled when in fact it’s only “recyclable.” We’ve been duped by deceptive practices for far too long, and we see the landfills getting fuller. And of course, we, as consumers, have seen plenty of horrifying photos and videos of the masses of plastics, trash and garbage floating in our oceans, and we squirm not knowing what to do about it or how to reduce our own negative impact.

B-corp and other certifications build consumer trust in all areas, including how we hire, how we advertise job openings, and the standards we hold for our contracted suppliers and vendors. It especially extends to animal welfare in the natural products industry.

Are those lotions or shampoos tested on animals? Do rabbits have to endure painful tests to show that my morning sudsy soap is safe? Personally, I think about their eyes and their ability to move. And if the product contains milk ingredients, do the cows endure tight confinement? Do they have the ability to nurse their calves? There is so much devastation in the supply chain so that companies that go the extra (few) miles to ensure their products are not harmful will win out time and again over those that don’t.

All CPG producers, including salt producers, honey providers, herbal and chocolate artisans, coffee-and-tea purveyors –and yes, I’m looking at you skincare and cosmetic mavens -- can strengthen our customer’s trust by showcasing our commitment to ethical sourcing, transparency, and sustainability. In the clean beauty and skincare industries, our consumers desperately want to know the origin of ingredients and the environmental impact of production processes, and they’ll support the companies that are transparent about it.

People Buy Sustainable

Market-wide, consumer behavior shows a clear shift toward sustainable buying, with a strong focus on companies' environmental, social, and governance (ESG) commitments. Here are a few recent trends:

Sustainability Is a Buying Factor

About 46% of global consumers purchased at least one sustainably-made product in 2023, according to Deloitte. Consumers are also willing to pay a premium—up to 27%—for products with clear sustainability claims​.

Customers Want B Corp Companies

B Corp-certified businesses, known for their strong commitment to ESG factors, generally experience high levels of customer loyalty. Research shows that the B Corp label can lead to better brand trust and increased repeat customers, especially when sustainability is a core part of their mission​. This loyalty is particularly strong among younger generations, including Gen Z, which tends to value ethical practices, fair trade, and animal welfare​.

Consumers Demand Social Responsibility

Your buyers increasingly prioritize brands that support gender equity, fair trade, animal welfare, and environmental stewardship. A 2022 McKinsey study found that 95% of consumers are on some level concerned about sustainability and want companies to align with their values​. This includes not just environmental impact but also ethical practices in hiring, supply chains, and labor conditions​.

Those of us in the natural and organic product business must attract repeat buyers by aligning our practices with these hard-to-ignore growing consumer demands for purpose-driven, ethical business operations.

Natural & Organic Brand Coaching

Bellebuono International is an enthusiastic supporter of natural and organic product brands, including herbal and aromatherapy, clean beauty and cosmetics, chocolate, tea and coffee, and organic food and beverage. Our online course Natural Brand Certifications teaches the environmental and social commitments your business or brand can make, including B-corp, organic, fair trade, WBENC, and cruelty-free.

Our powerful coaching services walk your business through these processes and help you strategize and build a solid business plan and vision. We provide the business services you need as a small to medium organic brand, including strategy and business planning, leadership coaching, customized course design and build, and speaking services for events.