Building a Sustainable Beauty Brand

Sustainability is more than a hot topic in the beauty industry, it’s what many brands are founded upon. Marcella Cacci, chief executive officer and founder of One Ocean Beauty, Esi Eggleston Bracey, chief operating officer and executive vice president of beauty and personal care at Unilever North America, and Brook Harvey-Taylor, president and founder of Pacifica Beauty, spoke about the rise of sustainability in beauty and how this topic is at the core of each of their brands. There’s a “crisis of trust in the world,” Eggleston Bracey said. People are skeptical and sustainability is an important part of building trust between brands and customers. She is also finding that people care about brand activism — that’s what they want to invest their money in. Unilever, she continued, invests in self-esteem education and has reached 29 million girls through this. The company is championing the Crown Act and cofounded the Crown Coalition to end discrimination based on hair texture. Harvey-Taylor started her brand, Pacifica, more than 20 years ago. The products are 100 percent vegan and cruelty-free, which are core to Pacifica’s values — and a major part of how they build their customer base. Speaking on sustainability, Harvey-Taylor said, “Brands don’t have the luxury

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