Blooming Beauty Business

Blooming Beauty Business: The cosmetics and toiletries sector is about improving the appearance and health of the body and is in a period of significant growth in sales and new products, resulting from the growing awareness of personal hygiene and health. At the same time, concerns about the consequences of using such products is driving the demand for organic and natural products. 

Purpose-driven ventures set the pace

Major players do express concerns and use appropriate language, but the sector’s purpose driven ventures are the ones setting pace. It really is a blooming beauty business.

However, the quoted B Corporation—for more than 10 years—Natura (a Brazilian multinational and a leading beauty and personal care company) is the biggest purpose driven business in the world. Annual revenue in 2024 was $5.645 billion.

Natura has set a goal to become a fully regenerative company by 2050. This means its operations will generate a positive impact for individuals, communities, and the planet, all while driving business growth.

Harmonious Relationships in the Booming Beauty Business

Certified B Corporations¹ are the kind of businesses that balance purpose and profit. They are legally required to consider the impact of their decisions on their workers, customers, suppliers, community, and the environment. This is a community of leaders, driving a global movement of people using business as a force for good and encouraging harmonious relationships among communities.

There are many B Corporations in the cosmetics and toiletries sector, including several new ventures. The swift growth rate for sustainable and green beauty startups, often with organics, or botanicals in their DNA, is currently very noticeable, even outside the BCorp world. Traditional brands are generally seeing sales stagnate or go down, whereas most independents, and especially ones in the blooming beauty business dedicated to purpose, are experiencing a boom.

In 2022, 27 beauty companies with B Corp certification came together to start the B Corp Beauty Coalition to clarify and bolster the beauty industry’s sustainability standards. They proclaim that their “new approach to beauty prioritizes soil as much as skin, nature as much as natural, evidence as much as ego, and impact as much as performance.”

Men’s cosmetics startup, Caldera, is a Blooming Beauty Business and a BCorp

Another blooming beauty business, but at the other end of the size scale from Natura, one B Corp startup example is Caldera + Lab, co-founded in 2017 Jared Pobre and his wife, Stacy Keibler. It’s a men’s cosmetics producer in Jackson, Wyoming. No ordinary cosmetics firm, though, since they set out to create a men’s face serum fueled by high-altitude botanicals found in their region. Plants that survive in harsh conditions, such as those found at high altitude in the Tetons, are more potent.

Naturally, they set out to get B Corp certification, which they gained in the summer of 2019. It is interesting that the founders’ motivation was less to build a business for its own sake, but to build one with a sense of purpose. When they moved from LA to the dry harsh climate of the high alpine, they noticed their skin began to suffer. They say their, “journey embarked in 2014 when our quest for improved health and a connection with nature ignited…”.

Jared and Stacy’s new venture is one example among a large number of purpose-driven startups in the beauty (cosmetics and toiletries) business. A reason, perhaps why there are so many is that the industry is actually quite hard to regulate, and thus entry to the market is not quite as restrictive as some others². And the global market for male grooming products is booming. The global men’s grooming products market size was valued at $202.6 billion in 2022 and is projected to reach $376.4 billion by 2030, growing 8.0 per cent from 2023 to 2030.

Healthy body care firm, WS Badger, is a mature BCorp

Another BCorp (since 2011), WS Badger, is another notable blooming beauty business. The body care products company, was started by Bill Whyte in 1995 when, as a carpenter working in the cold New England winters, he created a balm that helped his cracked hands and he wanted to share it with the world. As well as being a BCorp, Badger is also a New Hampshire Benefit Corporation. Much developed since the nineties, and still a blooming beauty business, leadership of the company passed to Bill’s two daughters in 2018.

Now employing nearly 100 people, the company has much evolved, while remaining true to Badger’s founding principles³. In the Gilsum, NH headquarters that the company built in 2004, there’s a ‘new ideas room’, where employees work on ‘tomorrow’, to ensure that all their thinking responds to the challenges that are faced by the business.

Badger is essentially in the same marketplace as the giant multinational, Natura, but while the scale and reach of the two companies is hugely different, they both share very similar values—making the world a better place.

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If you have enjoyed reading this, there are some other pages on Venture Founders that you may be interested to visit: Movement for Business Purpose; Rewriting the Rules of Business; Purpose of the Venture; Beneficial Values. 

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