Conscious Capitalism and Sustainable Beauty Brands

By Jess Bu

We associate the word sustainable with good for the world--and so we think of sustainable brands as do-gooders overall. Big name sustainable brands like Glossier and Everlane have been pioneers in inclusion and environmental conservation respectively. However, recently these fan-favorite companies have been questioned about their company culture and transparency. Let’s dive into these “do-gooders.”

At Glossier, ex-employees spoke out about how different internal work culture was compared to the image of inclusion the brand promoted. When Glossier pledged to invest in Black-owned beauty brands, employees criticized management’s inaction in response to racist incidents in stores. When employees attempted to report problems, complaints would be swept under the rug without a functional system to address customers. While these issues do occur more often in male-dominated and less diverse companies, Glossier still must hold itself accountable to the high ethical standard it publicly sets.

Everlane on the other hand, has had similar problems within the corporate realm. Back in December, a group of employees unionized due to poor career prospects and unsettling workplace culture, namely a lack of inclusivity (re: company-wide dismissals of race and empty marketing for extended sizes). As for their sustainability, the brand markets themselves as being ‘radically transparent’--yet Everlane failed to track their line’s greenhouse gases and did not issue a public, corporate, or social responsibility report.

As we look at these companies and their shortcomings, we have to take into consideration that just like no person is perfect, no company is perfect. In light of these issues, both companies have publicly stated their desire to do better. And in my opinion, I believe they will. While some may believe their efforts to be performative, the truth is if we don’t support these already inclusive/sustainable companies, then who else can we support? Without giving these brands the room to grow, we only scare away efforts of sustainability. As we give them room, we have to remember to continue holding standards. By placing pressure onto these brands, we as consumers utilize our purchasing power as our voices and demand accountability.
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Let’s do our best to shop consciously. Here are some more sustainable brands to look into.

Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.

Remember to continue doing your research regardless of where you buy. Look into where their profits come from and see whether their actions as a company support their mission. Continue to hold them accountable so they can develop. Understand the impact of your money and the choices you make!