Core values can be the force that makes a brand succeed for fail, especially in organics, skincare, and clean beauty where ethical sourcing and transparency are increasingly expected. I've noticed that companies that define and stick to bold and up-front core values can better navigate challenges and build long-lasting relationships with customers and create a worthy working environment for employees.

It's because they are not wishy-washy about what they stand for, and they attract consumers who are seeking exactly what they offer.

How to Define Your Core Values

It’s essential for all brands—especially those producing cosmetics, chocolate, coffee & tea, clean beauty or organic textiles—to identify the most authentic values that reflect their commitment to sustainability, community, and ethical business practices. Salt producers, for example, can integrate values that focus on reducing impact on the oceans and promoting fair labor practices. Skincare companies can embrace values that empower young girls toward higher education and/or prosperous careers.

But actually defining your company’s core values can be a bit tricky. Do you go general and wide, using vague terms such as performance-driven? Or do you niche down and become very specific, using terms such as slow or rebellious? Do you alienate some of your team, customers or even investors with values that they might not agree with? Or do you hold true to your North Star?

For instance, if you value feminism and women’s equity, do you make this one of your company’s core values or do you focus on other values such as “honesty” or “integrity”? I ask this question because not everyone feels women should be accorded equal pay or equal seats in the board room. This is obvious when we look around the board rooms of America and find that women only make up roughly 30% of board directorships (the representation of women varies by industry, with sectors like utilities showing higher percentages of women on boards (34%), while financial services lag behind with about 27%​). Ugh!

So in the process of defining your company’s core values, you might alienate or frustrate a business partner, vendor, investor, supplier, or even an employee if you give feminism or women’s equity prime real estate on your core values page of your website, or especially if you integrate women’s equity into your vision and business plan.

That's okay. Do it anyway.

Clarity in Values for Organic Brands

Of course, the way to deal with this is to be clear from the very beginning about what your business stands for and why your company exists to avoid changes or surprises along the way. That way people know early on.

But what about when new issues come up and your company needs to evidence support or opposition? Take for example the issue of abortion. Perhaps access to abortion and women’s reproductive rights have nothing to do with your product, but your employees are requesting time off to travel several hundreds of miles to access abortion care because your headquarters are in Florida or Texas. Do you address this “under the table” and give them leave and paid time off, thinking you can tackle this issue case-by-case? Or do you face it head on and make abortion access a prominent value for your entire company and prioritize this in your strategy and business plan?

Other polarizing yet essential issues could be childcare, adoption (not just an HR policy), religion, LGBTQIA rights, bathroom access, vegan ingredients, use of coal-fired power plants in your electricity supply, ingredients that are absolutely animal friendly and cruelty free, and more.

How about organic ingredients? The percentage of organic ingredients can be a sticking point for customers seeking holistic products and practices. Does one organic ingredient suffice? Or should the entire product be certified organic? And what about fair trade? Where are the farms the ingredients come from? How are the farmers treated?

Organic is a great starting point but it doesn’t cover everything or all issues. How will your company address the other issues as they come up? My answer is: it comes down to inherently knowing and advocating for your core values.

It’s important to have a general idea of your company’s values, of course, but for specifics you’ll need to have a transparent corporate culture where ideas can flow freely and people feel safe and comfortable presenting their thoughts and needs to leadership on a regular basis.

Natural & Organic Brand Coaching

Herbal entrepreneur, author, speaker, and coach Holly Bellebuono provides powerful 1:1 coaching for natural brand leaders. Her work with natural and organic product brands, including herbal, aroma, clean beauty, cosmetics, skincare, chocolate, tea & coffee, and organic food & beverage brands, can help you:

• formulate strategy
• develop vision
• expand leadership skills
• bounce ideas
• assess your plans
• review concerns and challenges
• implement innovative and profitable next steps for success.

Holly's strong business services are especially for small to medium organic brands, including strategy and business planning, business coaching, customized course design and build, and speaking services for events. Holly also supports aspiring authors with book proposal development, 

With 30 years’ experience in entrepreneurship, finance, project management, strategy, and planning in both for-profits and non-profits, Holly is known as a discreet and powerful coach.

Holly’s business courses move a business forward with practical and "tactical" skills. Holly’s Product Maker’s Business Bundle combines three essential courses for natural & organic brands.