In a landmark move toward promoting sustainability, ethical sourcing, and community-driven initiatives in the beauty industry, the Conscious Beauty Collective (CBC), has unveiled its groundbreaking Indie Brand Certification program. Designed to empower independent beauty brands committed to making a positive impact, the certification sets rigorous standards for ethical practices and environmental consciousness, and rewards those meeting these standards with a seal.

To qualify for certification, indie brands must meet a series of stringent criteria outlined by the CBC. First, brands must ensure their formulas are EU compliant, meaning they do not contain any of the over 1600 cosmetic ingredients banned by EU guidelines.

“This does not mean you have to be EU certified; it means that your ingredients must not be banned in the EU,” explains Power, who is also the co-founder of hair care brand MASAMI.  Additionally, brands must demonstrate their commitment to giving back to a cause, whether it be environmental, social, or community-based, through their website, packaging, or promotional materials.

Furthermore, brands must be vegan-, cruelty-free, or fair-trade minded (through commitment to ethical sourcing or fair wages, for example), either through certification or manufacturer attestation. Sustainability is also a key focus, with brands encouraged to adopt minimal packaging, use sustainable materials, and embrace practices such as recycling, refilling, and carbon neutrality.

What constitutes an indie brand? “One that is independently owned and operated — not owned by a corporation or parent company,” Power says. “You can have investors as long as they represent less than 50 percent of your company equity.”

What is the CBC?

In short, it’s a retail pop-up of indie clean beauty and wellness brands. Founded in 2022 by Power, the impetus behind the creation of the group was to provide a platform for small indie brands to join forces, fostering growth and collaboration in the clean beauty and wellness sectors. With a roster of mission-driven brands from around the globe, CBC amplifies its collective impact through pop-up shopping events and more.

“We do the pop-ups, but we also do a lot of co-marketing, including a digital magazine, called Consciously Beautiful,” Power says. (Consumers eager to support indie brands can stay informed about upcoming CBC pop-ups by following @consciousbeautycollectiveshop on Instagram.)

What the CBC and Certification Means for Brands

Robin Tolkan-Doyle, founder of Beautyologie, an online marketplace for conscious consumers who seek brands that make a difference not just on the surface of the skin but in the world at large, says that having a Beautyologie section within the CBC pop ups has helped her reach customers who might not have ever found her site online. “Some have translated to recurring online sales.”

As for the difference a seal can make, the first brand to be awarded the Conscious Beauty Certification was Caire Beauty. Lorrie King, the brand’s Co-Founder, says, “The CBC seal allows us to be vetted by someone who has delved into our ingredient and formulation development and provided us with a ‘seal of approval’ or endorsement of what we have created as founders. We will use this seal for communications to consumers, since it serves as an additional trust ‘signal’ from a third party.”

The certification program will launch with the 30+ brands that are currently part of the Conscious Beauty Collective in downtown Palm Springs, CA through April 30, 2024, but it will be open to any indie brand looking to get recognition for their conscious beauty products. There is a $350 fee for brands that are not currently part of the CBC for three years usage of the seal, which can be displayed on packaging, in marketing, on a brand website and more.

For more information on the certification process, contact Lynn Power, lynn@lovemasami.com or Cindy Barberes, info@hhoneycup.com.