Beauty brands on the search for deeper purpose
The saying beauty is more than skin deep applies to brands, too. A growing number of consumer packaged goods are aligning themselves with a cause, an organization or a movement.
It’s a given that consumers want to buy products that work. But increasingly, consumers also want to support causes they care about. In these instances, the product itself is a vehicle to support the mission. Over the past several years, studies have shown that consumers are aligning their purchases with their values.
One study from Accenture found that 63% of consumers globally prefer to buy goods and services from companies that have a shared purpose or belief. What’s more, 62% of consumers said they wanted companies to take a stand on social, cultural, environmental and political issues they care about.
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Beauty, health and wellness products have undergone a transformation. Consumers—especially millennials and Gen Z—are focused on clean ingredients and sustainability.
“Consumers today are looking beyond aesthetics. They want products with values, integrity and a story they can connect with,” said Osmani Mithavayani, VP and co-founder of Miami-based Okay Pure Naturals. “At Okay, Okay Pure Naturals, and Okay Men, we’re not just creating beauty products; we’re developing solutions that cater to real needs, honor natural ingredients and celebrate inclusivity. We’re here to create products that not only look good but do good, addressing beauty needs in a way that’s impactful and lasting.”
Mithavayani said the company champions issues that consumers care about and are in line with its commitment
to health, wellness and community upliftment. For example, Okay has partnered with Buzz Box to provide free haircuts to underserved children, donated beauty care products to help refugees and immigrants as they transition to life in the United States, and contributed to the Nicklaus Children’s Hospital HEART program. The company also works with the Florida Department of Corrections to provide employment opportunities to those reentering society as well as the Salvation Army to support those recovering from addiction.
“We know that beauty goes beyond appearance—it’s about confi dence, self-respect and inner well-being,” Mithavayani said. “That’s why we partner with organizations that focus on personal growth and development. Our focus on providing quality products for all people—regardless of their background or circumstances—is how we support and uplift our community.”
Beauty is also incredibly personal
Isaac Shapiro is a serial social entrepreneur. He said he was motivated to co-found Cleanlogic in 2006 because of his mom, who is blind. “Our purpose is really to create employment opportunities for people with disabilities,” he said.
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Approximately 29% of Americans have a disability, but only 22.5% of these individuals are employed. Cleanlogic—maker of sustainable bath brushes, exfoliating towels and other sustainable bath tools—wants to help change that.
“Beauty elevates things,” Shapiro said. “We try to connect it to disabilities [because] we think it’s a great way to create conversations.
People love to talk about beauty, and they love to talk about new things for the skin. As long as we can keep creating [new, great products], we can also keep our mission in front because they always come together.”
Through its products, marketing and other outreach e orts, the company raises awareness and advances discussion about visual impairment, neurodivergence and other disabilities. For example, Cleanlogic adds Braille on all its packaging and partners with suppliers, retailers and nonprofi ts to remove barriers and raise funds, such as for Blind Awareness Month in October.
At the same time Cleanlogic was formed, the co-founders established the Inspiration Foundation, a nonprofi t dedicated to helping individuals with disabilities gain employment. (Shapiro estimates that nearly half of Cleanlogic’s workforce, from production to sales, have a disability.)
The Inspiration Foundation recently announced the fi rst seal to certify companies that employ individuals with disabilities, akin to the B Corp Certification that demonstrates a commitment to the environment. While there have been some recent corporate missteps and falters surrounding other social issues, Shapiro thinks causes can unite consumers and companies.
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“More than one in four have a disability, so disability impacts everybody in some way; it doesn’t discriminate,” he said. “We see our job as to bring these people together to support more companies that are hiring people with disabilities. We want to bring visibility that these people can do the work that you didn’t think they could do.”
Purpose-driven brands will continue to proliferate—as long as customers continue to do their research and cast their votes with their pocketbooks.
“Today’s beauty consumers are knowledgeable and discerning,” Mithavayani said. “Consumers want to know who they’re buying from, what a company stands for and how it contributes to a greater good.”
