Naïf Good Care
In this edition, we turn the spotlight on Naïf Good Care—a brand that has made sustainability an integral part of its mission, using the B Corp movement to strengthen its commitment to ethical business practices, being a disruptor in the personal care industry.
Beyond Certification: How Naïf Care is Pioneering a More Responsible Beauty Industry as a B Corp
The world is shifting—business as usual is no longer enough. B Corps are stepping up, using their influence to create lasting, meaningful change. In this blog series we highlight inspiring stories from Certified B Corporations. Through interviews with our B Corp community, we uncover the lessons, challenges, and triumphs of businesses that are redefining success.
In this blog series we highlight inspiring stories from Certified B Corporations. Through interviews with our B Corp community, we uncover the lessons, challenges, and triumphs of businesses that are redefining success.
Tackling Industry Challenges
The beauty and skincare industry often faces criticism for excessive plastic packaging, non-biodegradable ingredients, and exploitative supply chains. With only 20% of the market currently plastic-free, Naïf Care has positioned itself as a catalyst for change by challenging the status quo and innovating new ways to reduce plastic waste. Through its B Corp Certification, the company has addressed these challenges in meaningful ways:
Being fully transparent about ingredients, sourcing, and sustainability claims, Naïf Care ensures customers can trust its products.
The company has completely removed microplastics, parabens, and sulfates from its formulas, opting instead for natural and biodegradable alternatives.
Naïf Care introduced fully recyclable, bioplastic, and refillable packaging solutions to significantly cut down on waste.
The company works closely with suppliers to uphold fair labor practices and minimize environmental impact throughout the supply chain.
One of Naïf Care’s biggest challenges has been shifting consumer behavior. Many customers are accustomed to traditional personal care products, which often prioritize convenience and price over sustainability. Encouraging consumers to choose plastic-free, natural alternatives requires continuous education, strong storytelling, and demonstrating that sustainability does not mean compromising on quality. But Naif is up for the challenge.
From Purpose-Driven Business to B Corp Certification
Naïf Care has always been committed to doing business differently, ensuring that sustainability, social responsibility, and ethical practices are at the heart of its operations. However, becoming a B Corp was the next step in solidifying this commitment.
The B Corp Certification process allowed Naïf Care to analyze its impact across key areas, highlighting both strengths and opportunities for growth. While the company excelled in environmental initiatives, the assessment brought attention to areas such as worker well-being and community engagement, inspiring deeper investment in these areas.
Goals For the Future: CO2 Reduction
Naïf Care is dedicated to reducing its carbon footprint and recognizes that supplier collaboration is key to achieving this goal. One of the company’s main focus areas is engaging with suppliers to identify opportunities for reducing emissions in the production process. By embedding carbon reduction efforts into its supply chain, Naïf Care is taking tangible steps toward sustainability while encouraging industry-wide change.
Starting Your Impact Journey
For businesses considering B Corp Certification, Naïf Care emphasizes the importance of starting early: “You don’t need to wait until you’re perfect to begin. The B Impact Assessment itself is a great tool for improvement, and you’ll start making a difference long before certification.”
Even before achieving certification, companies can use the B Impact Assessment to gain insights, set goals, and implement meaningful changes that benefit their employees, customers, and communities.
Ready to take the first step? Learn more about the B Impact Assessment and start your journey toward certification today.
Other Case Studies
Swapfiets
In this edition, we feature Swapfiets—a company that has embedded sustainability into its DNA and embraced the B Corp movement to amplify its impact. Their story is a testament to how businesses can drive change, not just for their customers, but for their communities and the planet.
Klompe Landbouw
In this edition, we spotlight Klompe Landbouw, a trailblazing farm that is redefining agriculture through regenerative practices. By becoming a B Corp, Klompe Landbouw is continuously expanding its positive impact—restoring soil health, enhancing biodiversity, and proving that sustainability can be both a necessity and a business advantage.