You may be familiar with the green beauty movement that was pioneered by
small, independent brands as it steadily emerged over the past three decades.
Green beauty is generally defined as beauty and personal-care products that
are plant-based, organic-focused, and ethically sourced. The products also
eliminate processes and ingredients that are generally accepted as harmful to
the environment and our health. A few of the green beauty brands you might
recognize are May Lindstrom, Kahina Giving Beauty, and Laurel Skin, which
have grown in awareness, and have stayed true to their green beauty roots,
turning out small batch, artisan green beauty treasures. Over the past few
years, green beauty has gone more mainstream and become mass produced
with the rise of brands you are more likely to recognize, such as Juice Beauty,
Tata Harper and True Botanicals. But have you heard of Blue Beauty?
The Blue Beauty concept came to me just over three years ago. I was at an
industry conference where the keynote speaker was a leading trend analyst
across all industries. One of the trends he shared was that businesses were
going to have to “go blue,” which meant that they were going to be held
accountable by consumers to surpass being green and sustainable and forge
new ways to use their businesses to make a positive impact on the
environment, not just minimize their impact on it. He went so far as to say that
if you hadnʼt already become a green company, regardless of what industry
you were in, you had missed the boat.
As I sat in the audience, my mind was thinking about the many brands I work
with at Beauty Heroes, which had already been “going blue.” Many had
initiatives to give back to environmental causes as a part of their business
model or had an educational component of their company that instructed
customers on how to live lighter on the planet or were working on projects that
would go beyond just sustaining their own supply chain but also invest in it,
leaving it better off for the environment.
My mind also went to a specific initiative I was working on at the time with
Honua Skincare, a blue beauty brand from Hawaii that works to repopulate
indigenous species of plants on the islands. At the time, we were working on a
community beach cleanup in partnership with Sustainable Coastlines Hawaii to
educate our customers on the need to adopt reef-safe sunscreen and
decrease their plastic consumption. I also thought about brands like Kahina
Giving Beauty, whose entire mission is to empower women through organic
farming in Morocco; and Laurel Skin, who sources 90 percent of its ingredients
within 100 miles of its Northern California studio from small farmers stewarding
land responsibly and conserving it from industrial farming; or Osmia, a
Colorado-based brand that plants a tree with every order. These brands are
what I call “Blue Beauty” br#ands from the get-go; their entire origin is blue.
This revelation inspired me to start Project Blue Beauty, a platform within
Beauty Heroes that celebrates the ways beauty and personal-care brands are
making a positive impact on the environment through innovation, activism, and
education. Over the past three years, Iʼve evolved the movement to involve
consumers. Anybody and everybody who uses beauty and personal-care
products can support this movement. In fact, for the movement to grow,
consumers must be a part of the conversation, as we are the ones that drive
innovation and adoption. We make the impact by choosing who to support.
Here are some specific ways you can take small actions that will support Blue
• Support companies that give a portion of sales back to environmental
• Be an early adopter of products that help you live lighter, such as zero waste or less-waste-creating products.
• Seek out biodegradable, compostable, or upcycled packaging.
• Get a Terracycle box for your beauty products at home so all components
can be fully recycled.
• Tell your friends about your favorite Blue Beauty brands so they can
support them, too.
• Use fewer products, but m#ake sure those you use are of better quality.
• Seek out companies that are certified plastic negative or certified carbon
These are just a few of the ways that you can be a part of the Blue Beauty
Movement and make an impact with your everyday choices, remembering that
our path to a better planet is the sum of our collective efforts. Weʼre all in this
together, and weʼve got a long way to go.
About The Author: Jeannie Jarnot
Jeannie, a longtime spa director and beauty expert, is on a mission to deliver
beauty you can trust, one hero product at a time. After uncovering the
prevalence of toxic ingredients in the spa industry—and how they might have
contributed to her own infertility—Jeannie began her quest to make healthy
beauty the rule rather than the exception. The complexity of navigating
cosmetic ingredients only fueled her passion to make it simple to discover safe,
effective, and luxurious skincare. Today, as the founder of Beauty Heroes,
Jeannie brings a lifetime of beauty, wellness, and ritual to her company and
her customers, delivering healthy beauty through the thrill of discovery. Feeling
called to have a deeper conversation about beauty and wellness for people
and the planet, Jeannie pioneered Project Blue Beauty, a platform to connect
conscious consumers with beauty brands that are going from green to blue,
shining a spotlight on brands that are not just minimizing their environmental
footprint, but also actually leaving the planet better than they found it.