What Does It Mean To Be A “Responsible” Brand?

In a TikTok video, Abena Boamah, founder of Hanahana Beauty, shared notes from an Axios House event during the United Nations General Assembly last month where she listened to Lisa Williams, CEO of Eileen Fisher, and Ryan Gellert, CEO of Patagonia, speak.

In her notes on what Gellert said, she reports he conveyed, “As most brands, we’re truly not sustainable, it’s more so about making sustainable decisions and being a responsible brand, which I do think is a bit of a marketing term right now, but, however, I did like the honesty that went into it.”

Boamah’s Axios House event takeaways sparked our curiosity about the idea of brand responsibility. So, for this edition of our ongoing series posing questions relevant to indie beauty, we asked 23 founders and executives the following questions: What does it mean to be a “responsible” brand? Does the notion of responsibility appeal to consumers? How does it compare to other descriptors of company values such as sustainable, ethical, transparent or socially conscious?

Magdaline Hurtado Founder, Hello Updo

To me, being a responsible brand means recognizing a duty to both our world and our communities. It’s about making choices that genuinely benefit people and the planet and then following through on those choices with actions that aim to create a lasting, positive impact over short-term gains.

Legacy brands have a stronghold on consumer trust simply because they’ve been around for generations, showing up in the lives of our parents and grandparents. To break through, small brands need to stand out by being approachable, relatable and, above all, responsible. Consumers today want to feel seen and know their purchase makes a positive impact in some way. With so many brands in the marketplace, knowing that a brand truly cares for people and the planet is a powerful differentiator.

The notion of responsibility stands apart from other values because it is the action behind essential values. When we’re responsible, we’re not just making a list to complement it with a social media post or just “checking boxes.” It means putting long-form action behind being sustainable, ethical, transparent and socially conscious. It is fundamental, putting people and the planet first, always.

Kelechi Onyemelukwe Co-Founder, Añuli

To me, being a responsible brand means moving with intention in every aspect of your business. It's about having a clear and enduring "why" behind your actions—one that transcends short-term profits and stands the test of time.

While growth is important, responsibility means prioritizing the well-being of both consumers and the global community above all else. This includes using clinically tested ingredients and ensuring product safety through rigorous testing for the benefit of the customer.

A responsible brand inherently encompasses being ethical, transparent and socially conscious, all qualities increasingly important to today's consumers. These values resonate because they reflect a brand's commitment to more than just revenue. They show that it is willing to make decisions that positively impact people and the planet.

Ultimately, every brand, no matter its size, has a unique opportunity to leave the world a little better than they found it, and that's the true essence of responsibility.

Jessica Lee Lafleur Founder and CEO, Stark

Responsible may not have the sex appeal of sustainable because it’s more nuanced and open to interpretation. So, whereas it might not have as much marketing panache as other buzzwords, it makes more sense as a core philosophy for a brand.

I tell my customers that for my brand sustainability is a journey, and that’s how I demonstrate responsibility. It’s in the actions I take every day to streamline my business and make good choices, not in a pile of buzzwords.

For example, I try to improve what I have rather than have a massive product offering, even after 14 years of business. I think consumers know that in no world is creating yet another consumer product sustainable, no matter how responsibly made. So, it’s a balance.

Yes, we should communicate how we try to be responsible, but I’m leery of anything or anyone who makes anything that could be a buzzword their whole personality or their whole brand.

Rob Gattuso Founder and CMO, Eleven Australia

The idea of responsibility resonates with consumers when it’s tied to genuine business practices. It’s about being transparent with your customers, letting them know why you make the decisions you do, what makes ethical sense and what makes business sense to ensure the brand’s survival.

Being a responsible brand means constantly reevaluating your practices and looking for ways to improve rather than just paying lip service to trendy values. While consumers may be drawn to the notion of responsibility, when it comes to spending, factors like value for money, product performance and aesthetics still tend to win.

For example, we launched a zero-waste range a few years ago in response to consumer demand for sustainability. It was a fantastic product line, but it didn’t sell as well as we had hoped. This shows that, while consumers may idealize responsibility and sustainability, their purchasing decisions often tell a different story.

Shuting Hu Founder and CEO, Acaderma

To me, being a responsible brand means that, in addition to focusing on sales, we also consider the positive impact we can make. However, I believe this only resonates with consumers if the brand is big enough, which is not the case for us. As a small brand, we lack the budget to amplify our voice, and driving traffic to the brand comes at a high cost.

For example, at Acaderma, we use green biotech to enhance the purification process for premium quality kinkeliba extract with highly concentrated actives, all while producing zero waste. This purification process is much more expensive than conventional methods, and convincing consumers of its value takes a long time.

We also provide educational opportunities to female farmers, teaching them how to grow plant materials sustainably, but we're still too small to make a large impact on the local industry or benefit more women farmers.

Sometimes, I feel that while I have a beautiful vision and have done a lot, it hasn't yet translated into more business opportunities. So, sustainability has become a personal mission for me rather than a strategy for increased sales. My goal is to bring these exceptional ingredients to the market and provide a better life for our female farming partners, no matter how challenging it may be, even if no one recognizes it.

For us scientists and women of color, the most rewarding part is knowing that our work transforms millions of dollars of publicly funded research into real, tangible social benefits. This is what Acaderma stands for, and it's my lifelong pursuit.

Erica Choi Founder, Superegg

Being a responsible brand encompasses a commitment to making choices that positively impact people, communities and the environment while acknowledging that perfection in sustainability may not be attainable. It means prioritizing ethical practices, from sourcing materials to manufacturing processes, and ensuring fair treatment of workers throughout the supply chain. Responsibility also involves transparency in communication, allowing consumers to understand the brand's practices, challenges and areas for improvement.

The notion of responsibility resonates strongly with consumers today. As awareness grows regarding social and environmental issues, consumers increasingly seek out brands that align with their values. A responsible brand fosters trust and loyalty, as customers appreciate honesty about the brand’s efforts and limitations. This authenticity can be more appealing than vague claims of sustainability or ethical practices.

When comparing responsible to descriptors like sustainable, ethical, transparent or socially conscious, it often serves as an umbrella term that encompasses these values. While sustainability focuses specifically on environmental impact and ethics pertains to moral principles in business practices, responsibility encompasses both and extends to a brand's broader social impact. For example, a brand might be sustainable in its materials, but may not engage with local communities or support fair labor practices, whereas a responsible brand strives to integrate these aspects comprehensively.

Alexis Whitaker Founder, Pinkaya Beauty

To me, a responsible brand demonstrates a commitment to making ethically principled decisions whenever possible. It is making the decision to use harmless chemicals in a formula that promotes superior efficacy, while missing the mark as a clean beauty product, but deciding to use biodegradable packaging whenever possible. A responsible brand is conscientious about contributing less to waste while understanding it may not be possible to eliminate it in their processes.

I think consumers care now more than ever about the extent to which a brand is self-conscious about the way it exists in the world. With access to social media to share first-hand accounts on current events, people are more connected to each other and more aware of the impact companies have on the environment, climate and the living.

That connectedness has informed how buyers think and feel and to knowingly purchase products from brands that conflict with their thoughts and feelings would be an uncomfortable and inconvenient experience. Furthermore, there is a level of accountability that falls on the consumer when they support brands that adversely affect others.

That said, using the term “responsible” in this context provides a level of ambiguity and flexibility that could confuse consumers. As Boamah points out, there is a level of appreciation that a brand can be honest about essentially doing the best they can, whenever they can.

But terms like sustainable, ethical, transparent or socially conscious are more appealing because these phrases invite the consumer to hold the brands accountable to a universally understood standard. And when the consumer supports a brand based on these definitive principles, the brand’s vision becomes a shared one between the brand and the consumer who then graduates to a participant in these causes, and that feels good to a consumer.

Allison McNamara Founder, Mara

I have always said that creating a beauty brand is one of the least sustainable things you can do, so if your core focus is sustainability, then you should just use something already on the market.

At Mara, we take the environment into consideration with every decision we make. This is woven into the early DNA of the brand. We take a number of things into consideration when choosing raw materials and suppliers, including their location, drought resistance and harvesting practices.

When possible, we chose ingredients that are wild collected via hand like our algae. We take a 360 approach to our manufacturing and use recycled and recyclable glass and FSC certified paperboard. Mara is also certified plastic neutral through Repurpose Global and we are members of 1% for the Planet and donate to SeaTrees to restore kelp forests globally.

Tammy Mongiat CEO, Goldie Lux

I think most brands have good intentions of doing what is right in terms of being responsible, however, there are a lot of factors that can get in the way. Being eco-friendly, for example, can be expensive, and whether you can or can't choose this ideal path may be depended on financial limitations.

Everything has a starting point, and as a brand, if you continue to stay true to your values, you can take steps towards these bigger goals. For small brands, the challenge is greater. When we were selecting our packaging, I found something I loved, and it was the perfect sustainable solution, but when I found out I had to buy 50 000 units. There was no way that was going to be possible.

At Goldie Lux, we made a conscious choice to be mindful. To us, that means always considering our options and committing to be as responsible as possible within our resources. We infused this mindfulness in our ideas, ingredients, packaging, etc. It is transparent, and we stand behind our decisions.

I don't think all brands can participate at the same level when it comes to responsibility, but we should all do our part. I am proud of the choices we make every day, and we take great care in being thorough.

As we grow, I hope we are presented with more opportunities to expand our mindfulness. Our mindfulness grows and changes with us, we feed it and take care of it, we learn together and together we face every challenge and present the beauty world with unique, honest solutions.

Ada Hsieh Founder and CEO, Fluency Beauty

I think a responsible brand means that they take responsibility for the part they play in consumerism/capitalism. They seek out information and understanding before making decisions that are about having a positive impact and influence on the people and the planet to do better than the past of how it’s been done.

I think the notion does appeal to consumers. It makes the consumer feel good about themselves knowing that their consumption choice has a positive upstream and/or downstream effect that's greater than themselves. I think the term responsible coincides to all the other descriptors. It sits at the top of a tree diagram. From responsible stems out each of the rest: sustainable, ethical, transparent and socially conscious.

Rebekah Jasso Jensen Founder, Sanara

I agree with Abena that sustainability is often a marketing term, but I also recognize that it can be approached in various ways, and progress over perfection should be our goal. For instance, ethical labor practices are a crucial aspect of being a sustainable brand.

Sustainable brands strive for transparency in their supply chains and ingredient sourcing. However, it's concerning when a brand promotes sustainability while being sold on platforms like Amazon, which has faced numerous accusations of unethical labor practices. This raises the question: Where do we draw the line?

When it comes to packaging, the technology isn’t yet fully developed to achieve complete sustainability. Yet, it's inspiring to see how many brands tackle this challenge in different ways. Initially, glass was seen as the go-to option, but many didn’t consider the weight and carbon footprint associated with shipping. For example, at Sanara, we use glass and aluminum, but I've encountered challenges with glass that I didn’t face with plastic (PP).

My main issue is that some brands lack honesty and leverage their packaging as the most sustainable solution when, in reality, that isn’t true. At Sanara, we run a campaign to “Repurpose, Reuse, and Relove” our packaging, which I believe is the most honest and sustainable approach we can offer given the current limitations of sustainable packaging solutions.

I also believe the notion of responsibility resonates with consumers. While no one is perfect, making small changes can lead to significant impacts. If brands inform and educate their consumers, they empower them to make informed decisions, fostering trust and loyalty in the process.

Samantha Denis Founder, Allyoos

The reason my packaging call went 45 mins over yesterday is for this reason exactly. My vendor and I agreed that, in order to launch things with a clear conscience, it takes longer, it's sometimes more expensive, and you have to spend way more time educating yourself so you can be a resource to your customer and so they know they can trust you.

I'll use sustainability in packaging for this example. There is much to know about virgin plastic, PCR, aluminum and glass componentry. I was shocked to learn a lot of it and realize just how much the consumer is being misinformed. But unless brands (founders) decide that it is a priority to care, how can their customers care?

It's our job as business owners to make responsible choices, to continuously educate ourselves on ingredients so we can create better, safer formulas, to lean on our vendors, ask them the right questions so we can make better choices together, and to always remind ourselves that we are creating products for today's world, this generation. Things are different now. We have a huge responsibility.

Gabriela Navejas Co-Founder and CEO, Madame Gabriela Beauty

In my experience, a very niche small segment of consumers is interested in sustainability when it comes to sustainable practices, sourcing, ethical practices, etc. The consumer today is very much interested in performance and price-value for their purchase.

When it comes to responsibility, we take this very, very seriously as we are putting in women’s hands a formula that is as good for their skin based on what technology and research offers today. This responsibility is at the core of what we do.

We make sure every single ingredient is sourced ethically and responsibly, but, ultimately, our customer needs performance and needs assurance that our formula is truly we say and supports our commitment to non-potentially toxic ingredients.

Ashley Plummer Co-Founder and CEO, Botanical Cabana

Being a responsible brand goes beyond surface-level sustainability claims or marketing buzzwords. It’s about making conscious, well-informed decisions across all areas of the business that reflect a commitment to minimizing harm and fostering positive impacts.

For me, being a responsible brand involves transparency in our practices, prioritizing ethical sourcing, supporting community nonprofit initiatives and maintaining an authentic relationship with consumers. Additionally, it requires being socially conscious, which means understanding and responding to the broader societal implications of our actions, from fair labor practices to contributing to social justice causes.

The notion of responsibility absolutely appeals to consumers, especially today. People are more informed and aware of the wider impacts of their purchases. They aren’t just looking for products that work. They want to support brands that align with their values, whether that’s environmental stewardship, social justice or transparency.

However, unlike terms such as sustainable or ethical, which can sometimes be narrowly defined, responsible feels broader and more holistic. It reflects the ongoing effort to improve in every facet of the business, acknowledging that perfection may not be attainable, but the journey towards improvement remains essential.

A responsible brand is consistently committed to doing better. Brands that can demonstrate genuine responsibility will not only resonate with consumers, but will also earn their loyalty and trust in the long term.

Anisha Vinjamuri Founder, UMM Skincare

My take on responsible would be a combination of sustainability, ethics, transparency and social consciousness. It's not one or the other, but rather a balance between them all. A responsible company would integrate all these elements into every stage of their product lifecycle in the best way possible.

The idea is to do the best as a company to adhere to their value system, including decisions from the packaging process to the manufacturing and shipping of the end product. I think it would undoubtedly appeal to the conscious consumer because it serves a much greater purpose than the value of the product itself.

Aisha Besson Founder, Chloe + Chad

I think to be a responsible brand really means being transparent and offering products that are safe. I think being responsible appeals to consumers as they become more conscious about the items they purchase.

Being transparent is also appealing. When the customer has insight into where the items are made, how they are made, the behind the scenes, I believe this goes a long way in creating trust.

For Chloe and Chad, all we use glass containers and all organic ingredients, where available. This is our way of being socially conscious and sustainable. We source our ingredients from reputable vendors after doing lots of research.

Katrina DeAngelis Co-Founder and COO, MILO Multifunctional

Being a responsible brand means recognizing the interconnectedness of the entire ecosystem—humans, plants, animals and everything in between. Responsibility touches every part of the business, from marketing and sourcing to waste management and beyond.

It involves acknowledging the influence brands have on people, communities and ecosystems, and taking the responsibility to be intentional stewards of regeneration. It’s about understanding the ripple effects of every decision, product and messaging, encouraging consumers to buy from a place of empowerment and enoughness, not out of a need to conform or improve.

Responsible brands are built on love, respect and equity, not fear, shame or guilt. They also address overconsumption at its roots, fostering conscious consumer behavior by promoting health and well-being rather than perpetuating false ideals and made-up problems.

Responsibility is central to regenerative thinking. While full regeneration may seem ambitious due to existing systems and supply chains, responsibility bridges the gap between today’s reality and a regenerative future. A responsible brand works actively to restore ecosystems and communities, making thoughtful decisions while being transparent about the challenges. Even if full regeneration isn’t achievable yet, taking responsibility ensures that each step brings us closer to a future where we give back more than we take.

Consumers, particularly gen Z, are highly attuned to greenwashing and want to see brands live up to their promises through actions, not just claims. Brand responsibility resonates when it’s demonstrated through genuine community building and storytelling, not just marketing.

The difference lies in intention: Is it to check a box, or is it a brand’s authentic commitment to the entire ecosystem? Consumers can see through empty claims and authentic responsibility becomes a clear differentiator.

Sustainability focuses on minimizing environmental impact, ethics ensures fairness in all actions, and transparency emphasizes openness and honesty. Responsibility goes beyond this by committing to meaningful actions and being accountable for the outcomes.

It’s about being a steward of the planet, thinking with the future in mind and working with people and nature to renew resources rather than simply doing less harm. Responsibility is a commitment to better future outcomes. It’s about holding the vision of a regenerative future and working toward it through every decision.

Iva Bravic Millereau Co-Founder, Re.Vityl

Being a responsible brand entails making ethical choices for the betterment of our planet, even in the absence of external scrutiny. At Re.Vityl, we are dedicated to several initiatives that align with our core principles despite feedback from some major retailers indicating a preference for aesthetic considerations over these values. Our initiatives include:

- Utilizing sustainable paper pulp pouches that are fully biodegradable.

- Using paper and glass packaging.

- Incorporating only Oeko-Tex-certified and natural fabrics for our soft goods.

- Collaborating with small family farms and distilleries for our body care products, effectively reducing waste by eliminating overproduction and minimizing product expiration.

- Achieving a 99% plastic-free standard, only resorting to plastic when absolutely necessary or at the request of retailers.

I firmly believe that the concept of sustainability resonates more profoundly with consumers than it does with retail buyers, a sentiment consistently reflected in our feedback. Retail buyers as the primary arbiters have the power to highlight the limited number of Indie brands committed to sustainable and responsible practices. Yet, there is often insufficient support for these brands, particularly in addressing the costs associated with producing high-quality, consciously made products.

Who among us has not observed the opulent unboxings from institutional brands and pondered the considerable waste generated for a single video by hundreds of influencers? Such initiatives prioritize spectacle and visual impression over the imperative of reducing environmental impact.

To truly embody the essence of a responsible brand, one must weave sustainability, ethics, transparency and social consciousness seamlessly into every facet of their operations. Responsible branding necessitates a holistic commitment to ethical and sustainable practices across all endeavors even when no one is watching.

Halima Hubbard Founder and CEO, Bath Notes

As a beauty brand founder, I've noticed that terms like clean and sustainable can feel like marketing buzzwords, but when it comes to being a responsible brand, I believe transparency is key. It's about acknowledging that we're all learning together—consumers, brands and suppliers—how to break free from habits that harm the planet.

For us, responsibility means being honest about our journey, even when it's imperfect. It's about educating ourselves and our customers on the trade-offs that come with sustainable choices like higher costs or shorter shelf life. We need to hold our customers' hands through this process, having open conversations about what sustainability really means.

I think consumers crave authenticity, not just empty labels. They want to know that we're genuinely trying to make a positive impact. Responsibility, to me, encompasses sustainability, ethics, transparency and social consciousness. It's about considering the human and environmental impact of every decision.

While terms like sustainable and socially conscious are important, they can feel nebulous. Responsibility feels more tangible, more actionable. It's about showing up every day and making conscious choices that benefit our customers, our community and the planet.

Susan Cooley Founder, Finny Rute

Being a responsible brand means making decisions that benefit the business and positively impact the greater good. It’s about transparency and making choices that contribute to long-term well-being. It's about being honest about where you are now and where you want to go. I do think it's becoming essential for consumers to purchase from a brand that resonates with their values.

Jeff Miller Co-Founder, Free Yourself

At Free Yourself, responsibility is integral to our identity. It’s not just a marketing term, but a core value that informs every aspect of our business. We believe that true luxury in the 21st century must encompass care for our planet, our communities and our customers’ well-being.

Our commitment to responsibility aligns seamlessly with our dedication to sustainability, ethical practices, transparency and social consciousness. We see these values as interconnected and essential to our mission of empowering individuals to flourish.

We believe that our customers, across all generations, deeply resonate with these values. They’re not just buying a fragrance, they’re investing in a vision of a more mindful, sustainable and flourishing world. By embodying these principles, we’re not just creating products, we’re fostering a movement towards greater awareness and positive change.

At Free Yourself, responsibility isn’t an add-on or an afterthought, it’s woven into the very essence of who we are and what we create. It’s part of the transformative experience we offer, allowing our customers to feel good about their choices on every level.

Marcus (Bamdad) Bani Owner, Pryde

Being a responsible brand is all about acting with integrity and ensuring that the brands operations and practices have a positive impact on society and the environment.

Anne Beal Founder and Physician, AbsoluteJOI

There are some people who shop based on these principles, but I think most customers simply want effective products that work as promised. As a physician, I see a lot of "medical-grade" products used by skincare professionals and people rarely ask or expect those products to also have a story about sustainability, ethical sourcing practices or social agendas. Customers just want them to work.

We have struggled with this because we want to be a sustainable brand, but that is honestly difficult in the beauty business. The industry sources and transports ingredients from around the world, adding to the carbon output. We package in non-recyclable containers that go into landfills, and I haven't been able to solve the problem of how to sample without adding to the wasteful packaging issue.

I think the best we can do from an ethical perspective is create workplaces that are diverse and allow equal opportunity for our staff, focus on equal pay for equal work and are genuinely inclusive in meeting our customers' needs.

If you have a question you’d like Beauty Independent to ask beauty entrepreneurs and executives, please send it to editor@beautyindependent.com.