We could have chosen another, more common, path. Being in the fragrance and cosmetics industry, there are already a lot of third-party certifications out there. The difference is they tend to focus only on product eligibility: COSMOS, Vegan Society, Leaping Bunny, Asthma & Allergy, PETA etc. We considered all of these – and all have their benefits – but we concluded it was more important to be challenged on everything we do. After all, it’s easier to design a product to meet certain standards. It’s quite another thing to design a company that way.
For us, becoming a B Corp also helped cement a lot of what we were already doing across our entire business. We’ve been continuously trying to improve sourcing, biodiversity and emissions standards with each new category we entered and, as we learn, we’re open about sharing our missteps along the way to help others avoid the same. We’ve had a refugee program since the crisis in Europe, and we take one refugee per year to help give something back to those less fortunate than ourselves. We have always had a flat structure, balanced share of female leadership, inclusive culture, healthy work-life balance, and we try to engage all our people in company decisions and direction. Our entire purpose is to demonstrate the human and environmental benefits of a more Scandinavian approach to life.
Indeed, because certification is so tough, there are fewer B Corps out there and there is less awareness of the B Corp movement as a result. But, of the ones that are known, their actions speak louder than their words. From outdoor activists Patagonia to cheeky but caring Innocent Drinks, the fearless Guardian newspaper to help-the-small-guy Kickstarter, beer punks Brewdog to the nearly four thousand other B Corps around the world all trying to balance purpose with profit. Closer to our own business, we’re particularly proud to stand alongside our ‘B Beauty’ fellows, a group of brands that Glamour Magazine recently described as the ultimate gold standard in sustainable beauty. If you’re judged by the company you keep, count us in.