These days, everything in beauty is “more sustainable.” More sustainable packaging. More sustainable formulas. More sustainable choices. But if everything is claiming to be sustainable… is anything really sustainable at all?
In this second episode of her exclusive 4-part series, Formula Botanica CEO, Chartered Environmentalist and Biologist Lorraine Dallmeier takes a hard look at the beauty industry’s most overused word. “Sustainable” once meant long-term, systems-based responsibility. Now, it’s more often a vague vibe – designed to sound good rather than do good.
In this episode of Green Beauty Conversations, Lorraine explores how the industry diluted the term into marketing fluff and why we must urgently reclaim its meaning before it becomes completely meaningless.
If you missed episode 269, where Lorraine examined the pitfalls of clever beauty innovations, listen now to catch up. Then join us for a candid conversation about what sustainability really means in beauty today.
“Let’s stop treating sustainability like a vibe. If a brand uses the word, make them prove it.” — Lorraine Dallmeier
Key takeaways:
- How “sustainable beauty” became a marketing aesthetic. Lorraine explains how the term has drifted far from its roots in systems thinking and long-term resource stewardship. Today, it often signals feel-good ethics or vague eco credentials – with little substance behind the claim.
- Why “more sustainable” means less than you think. From packaging to ingredients, brands increasingly use the phrase “more sustainable” to suggest improvement, without actually defining what they’re improving on. Lorraine challenges this marketing shortcut and urges listeners to ask: more sustainable than what?
- Consumer confusion is fuelling the problem. Studies show that consumers equate sustainability with non-toxic, cruelty-free, or “clean”– concepts that aren’t interchangeable and problematic in themselves. Lorraine calls for better education and greater clarity so consumers can make truly informed choices.
- Why cathedral thinking is the sustainability mindset we need. Drawing on the concept of cathedral thinking – a long-term vision built for future generations – Lorraine argues that sustainability must be more than quarterly impact reports. It has to be a legacy mindset woven into every business decision.
- How can we reclaim the word ‘sustainable’? Lorraine offers practical steps to hold brands accountable, demand third-party verification, and push for transparent definitions. Because when “sustainable” is used properly, it becomes a powerful tool for real transformation.
Next week, Lorraine will be asking an even tougher question: can beauty ever be sustainable? Make sure you don’t miss it!
Thank you for joining us for this episode of the Formula Botanica Green Beauty Conversations podcast. If you enjoyed listening, please share, subscribe and review this episode on Apple Podcasts, Spotify or Youtube so that more people can enjoy the show. Don’t forget to follow and connect with us on Facebook and Instagram.
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Lorraine Dallmeier is a Biologist, Chartered Environmentalist and the CEO of Formula Botanica, the award-winning online organic cosmetic science school. Read more about Lorraine and the Formula Botanica Team.
