B Corporation is not a passing fad in the cosmetics industry, but the result of a consensus process between brands and consumers on ethical, environmental and social standards.

Aesop is one of the few beauty brands that has transformed from "zero" to "hero" without losing its original direction. After being recognised for the first time in 2020, this year Aesop continues to receive the "B Corporation" certification (Business creating positive impact - B Corp). Although it does not promote its sustainable development activities, this certification is an international recognition of the brand's long-term efforts. L'Or&eacute;al's acquisition of Aesop not only reflects expectations for the brand's potential but is also related to its expansion strategy in the sustainable cosmetics sector.
In recent years, an increasing number of cosmetics and personal care brands have incorporated the concept of &ldquo;B Corp&rdquo; into their brand development stories. From Aesop, The Body Shop, L'OCCITANE and its affiliated brands like Elemis, to Taiwanese brands Aromase and YUAN, B Corp certification is becoming the new competitive standard.

What is B Corporation?

B Corporation certification was initiated by the non-profit organisation B Lab in the United States in 2006. Through the B Impact Assessment (BIA) system, organisations are scored on five aspects: corporate governance, employee benefits, environmental impact, community contributions and customer relationships. The maximum score is 200, and businesses need to achieve a minimum of 80 points to be certified.
In addition, companies must sign a declaration of interdependence, transparency about past controversies, environmental protection activities and corporate governance. The assessment is repeated every three years, meaning the certification is not permanent. B Lab's core philosophy is not only to be the best company in the world, but also to be a good company for the world.

Why are cosmetic brands competing to become B Corporations?

According to official figures, there are now more than 9,000 B Corporations globally, spanning 102 countries and more than 160 different sectors. In that context, the question is: Why are more and more cosmetic brands joining this system?
First of all, we need to look at the changes from the consumer side. Nowadays, their product choices are no longer limited to convenience or aesthetics. In the past 10 years, the concept of Clean Beauty has become popular and products that are considered pure, benign, minimalist and animal-friendly are increasingly popular. Therefore, the social responsibility of the brand has also become one of the factors that create trust.
While Clean Beauty focuses primarily on ingredient safety, environmental friendliness, and a commitment to no animal testing, B Corporation certification is a more comprehensive rating system that covers corporate governance, labour relations, social responsibility and environmental impact. Both focus on sustainability and business ethics.
For cosmetics brands, achieving B Corporation certification not only strengthens their brand image but also helps attract a more socially and environmentally conscious consumer base. In a context where consumer behavior has changed dramatically, brands can no longer rely on fancy packaging or celebrities to maintain their position.

What factors do brands need to achieve B Corporation certification?

B Corporation certification cannot be bought with money. It is a comprehensive assessment process that requires long-term investment in governance structures, supply chains and sustainability strategies.
The Body Shop is a prime example. Since 1988, the brand has consistently implemented a bottle recycling program, while upholding five core principles: opposing animal testing, supporting fair trade, promoting social awareness, protecting human rights and preserving the environment.
Aveda is the first cosmetics brand to use 100% recycled plastic (PET) in its product packaging, while also implementing carbon offset programs and using renewable energy. All efforts are made to minimise environmental impact throughout the entire operating chain.
Elemis invests in regenerative agriculture, works closely with suppliers to protect land and water resources, and seeks to balance technology with nature. In its most recent assessment, the brand scored a 93, a high score on the B Corp scale.
In Asia, Taiwanese brand Aromase is a pioneer. With strategies such as controlling raw materials, improving sustainable packaging and developing a green transportation chain to reduce carbon footprint, Aromase has become the sole representative of Asia in the launch phase of the International B Beauty Alliance.

Supply chains, raw material choices, employee benefits, energy use, carbon emissions management, community contributions, and governance structures &mdash;all of these less visible operational elements may not yield tangible short-term benefits and may even increase operating costs. However, these are systemic changes that brands must make to achieve B Corporation certification.
B Corporation is not just a certificate, but a comprehensive process of internal and external reform, a test of a business's ability to continuously and consistently implement sustainable development principles.

Are consumers really willing to pay for the values they believe in?

Just as the fast fashion industry has repeatedly been exposed for greenwashing, many are wondering whether, as sustainability becomes a trend, it will become a new marketing ploy. Does B Corporation certification in the cosmetics industry truly reflect commitment, or is it just a carefully crafted facade?
The answer lies in the brand&rsquo;s true commitment. The B Corporation system is highly regarded because it comes with clear monitoring and handling mechanisms to eliminate formal or opportunistic behaviours. At the same time, today&rsquo;s consumers are also proactive in evaluating through specific actions such as monitoring operating policies, ingredient lists and even the story behind the product.

So, B Corporation is not a passing fad in the cosmetics industry, but the result of a consensus process between brands and consumers on ethical, environmental and social standards. Whereas consumers used to choose cosmetics based on their senses and effectiveness, today, that criterion has expanded to include effectiveness, aesthetics and clear social value. Product choices in the future may no longer be just personal decisions, but collective, responsible behaviour.

Why More Beauty Brands Are Pursuing B Corp Certification

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