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No doubt you’ve heard of B-Corp Beauty? It’s the ultimate gold standard in sustainable beauty and here’s everything you need to know.

If you’re one of the 76% of consumers who are actively seeking out environmentally friendly products, you may well be confused by the sheer plethora of environmental accreditations and certifications that beauty brands can add to their names, During the past decade the beauty industry has (thankfully) become greener and those eco claims have been competing for our attention ever since. Whether they’re ‘Eco Cert’ or soil Association verified as organic, plastic free, carbon neutral, vegan, or certified as cruelty free by Leaping Bunny – it’s incredibly difficult to pick priorities when selecting a product to purchase.

That’s before we’ve even addressed the elephant in the room (think: greenwashing). What if there was a not-for-profit organisation that could take a look at all these claimed credentials and give consumers some kind of objective and trustworthy stamp of approval…?

Enter: the B CORP logo.

What does it mean to be a B CORP?

B CORP really is considered to be the ‘gold standard’ or ‘crème de la crème’ of environmental and social certification. Companies that have achieved B CORP status and bear the B circled logo have undergone the most rigorous examination of their behaviours and products and this is renewed on a three-yearly basis. The B CORP certification is desiccated to what’s known as the ‘triple bottom line’ that encompasses the planet, people and profit. In a nutshell, B CORP brands achieve that delicate balance of purpose with profit.

During the qualification process, everything about them is unbelievably scrutinised. Not just the ingredients and formulations, the sourcing of raw materials, the packaging, carbon neutral status; it’s about how they treat their employees, the community and charity enterprises too.

So, why is B CORP status desirable?

All this scrutiny sounds like a lot of hard work, not to mention exposing a brand that has anything less than squeaky clean sustainability credentials, so why are so many trying to join?

The short answer is that consumers are demanding it. Google recently announced that searches for ‘b corp certification’ are up over 100% in the last 12 months and over 200% in the UK alone. Clearly becoming a member of this exclusive beauty club has a real draw for customers.

How to qualify?

Well first off, know it’s incredibly difficult. Out of 100,000 applicants at the time of writing only 4,500 of those have been accepted. Yes you did read that right, less than 5%, which demonstrates just how intense and rigorous the process is and it can take anywhere from months to years to get through.

The process involves a series of assessments on all aspects of the business. There are approximately 15 assessments each with around 250 questions that require thorough responses backed up by indisputable evidence. That’s close to FOUR THOUSAND questions and hundreds of documents to support their answers.

Some of those who’ve managed to break into this global elite beauty club include: The Body Shop, Aesop, Ethique, Beauty Kitchen, Skandinavisk, Dr Bronner’s, Davines, Comfort Zone and Skin Regimen and most recently Aromatherapy Associates.

The bottom line… If you’re looking to vote with your wallet as a consumer then you can’t do much better than looking for that B CORP logo. If you’re a brand who are serious about their eco credentials then you can’t do much better than to put your money where your mouth is and apply for membership.