10 Sustainable Beauty Brands Changing the Industry

1. Lush

Lush is renowned for its pioneering approach to sustainability within the beauty industry. The brand has championed packaging-free “naked” products like solid shampoos and soaps, significantly reducing plastic waste. Lush is committed to cruelty-free formulations and only uses ethically sourced ingredients, ensuring fair labor practices and environmental protection.

Their recycling program incentivizes customers to return used packaging, setting a standard for responsible consumption. Compared to conventional beauty brands, Lush’s dedication to sustainability and transparency is widely recognized, as noted by Forbes, making them a leader in ethical beauty innovation.

2. RMS Beauty

RMS Beauty stands out for its unwavering dedication to clean ingredients and sustainability. Founded by makeup artist Rose-Marie Swift, the brand focuses on non-toxic formulations using raw, food-grade, and organic ingredients. RMS Beauty is also committed to recyclable packaging and transparent sourcing, ensuring every product is as safe for the environment as it is for skin.

Swift’s mission to minimize waste and avoid harmful chemicals sets RMS apart from traditional makeup brands, which often rely on synthetic additives and excessive packaging. As highlighted by Vogue, RMS Beauty exemplifies a holistic approach to ethical and sustainable beauty.

3. The Body Shop

The Body Shop is celebrated for its decades-long activism in promoting cruelty-free beauty and ethical sourcing through its Community Fair Trade program. The brand’s commitment to animal welfare, fair wages, and environmental responsibility has set a benchmark among legacy beauty brands.

The Body Shop has also introduced refill stations in stores worldwide, allowing customers to minimize plastic waste and reuse containers. Their ongoing sustainability efforts are detailed in their official sustainability report, underscoring their mission to drive positive change and inspire others in the beauty industry to follow suit.

4. ILIA Beauty

ILIA Beauty has carved a niche in the clean beauty movement by prioritizing skin-friendly, non-toxic formulas that enhance both health and performance. The brand’s dedication to sustainability extends to the use of recycled aluminum, glass, and responsibly sourced paper in its packaging. ILIA also invests in carbon-neutral shipping, helping to further reduce its environmental impact.

Through partnerships with organizations like TerraCycle, ILIA encourages customers to recycle empty products. As reviewed by Allure, ILIA’s holistic approach to clean beauty and sustainability distinguishes it as a leader among modern cosmetics brands.

5. Ethique

Ethique has revolutionized personal care with its plastic-free beauty bars and commitment to zero-waste living. All products are created in solid, waterless forms—eliminating the need for plastic bottles common in conventional liquid shampoos and conditioners. Ethique packages its bars in fully compostable materials, ensuring minimal environmental impact.

As a certified B Corp, the brand meets high standards of social and environmental performance. Media outlets like Refinery29 have praised Ethique’s innovative approach, highlighting how its eco-friendly formulas and packaging outperform many traditional beauty products in sustainability and effectiveness.

6. Tata Harper

Tata Harper exemplifies the farm-to-face philosophy by crafting products from organically grown ingredients on their Vermont farm. The brand employs organic farming methods and avoids synthetic chemicals, ensuring the purest formulations possible. Tata Harper’s use of eco-friendly, recyclable glass packaging further reduces environmental impact.

Despite its luxury status, the brand refuses to compromise on sustainability, offering transparency and ethical sourcing that set it apart from many other high-end beauty labels. As featured in Elle, Tata Harper proves that luxury and sustainability can go hand in hand, redefining standards for luxury beauty brands worldwide.

7. Axiology

Axiology is celebrated for its vegan lip products made with cruelty-free, plant-based ingredients and a transparent, ethical supply chain. The brand’s commitment to sustainability shines in its use of 100% recycled paper packaging, sourced from trash found on the streets of Bali and transformed into functional, beautiful boxes.

Emphasizing minimalism, Axiology’s products contain only essential, ethically sourced ingredients, setting them apart from other indie brands that may still rely on plastics or synthetic additives. As detailed in Forbes interviews, Axiology’s rigorous sustainability standards and innovative packaging solutions are helping redefine what’s possible in eco-conscious beauty.

8. Herbivore Botanicals

Herbivore Botanicals has emerged as a leader in clean skincare by using natural, high-performance ingredients and maintaining a strict cruelty-free policy. The brand’s products are packaged in recyclable glass, minimizing plastic waste and supporting a more circular economy.

Herbivore’s commitment to transparency in sourcing and formulation ensures consumers know exactly what they’re putting on their skin. Compared to other clean skincare brands, Herbivore stands out for its blend of minimalist design, ingredient purity, and ethical values. Coverage from The New York Times highlights how Herbivore’s sustainable approach is shaping the future of green beauty.

9. BYBI Beauty

BYBI Beauty is at the forefront of sustainable innovation, operating a carbon-negative production facility and utilizing upcycled ingredients that repurpose byproducts from the food and beverage industries. The brand is dedicated to full transparency, actively sharing information about sourcing and production methods.

BYBI’s comprehensive carbon offsetting initiatives and use of sugarcane-derived and glass packaging set them apart from many larger brands, whose environmental claims may lack the same measurable impact. As highlighted by Vogue, BYBI’s commitment to environmental integrity, paired with innovative packaging and honest communication, positions them as a true leader in the sustainable beauty space.

10. Beautycounter

Beautycounter is a trailblazer in demanding safer ingredients and exceptional transparency within the beauty industry. The brand rigorously screens every ingredient, banning over 1,800 potentially harmful substances in its “Never List”, far exceeding U.S. regulatory standards.

Beautycounter’s advocacy extends beyond its products, as it actively campaigns for stricter cosmetic safety laws through lobbying and public education. This push for legislative change, highlighted by The New York Times, sets Beautycounter apart from most brands, which typically follow, rather than challenge, regulatory norms. Their leadership is reshaping expectations for safety and accountability in beauty.

Conclusion

These innovative brands are driving meaningful change by setting new standards for sustainability, transparency, and ethical practices in the beauty industry. Their efforts inspire ongoing innovation and empower consumers to make more responsible choices. As highlighted by Business of Fashion, sustainable beauty is not just a passing trend but an essential shift for the industry’s future. Embracing these practices ensures a healthier planet and a more conscious approach to personal care.