The 20 most sustainable beauty brands, according to consumers

In an open-ended question in Highlight’s 2025 Sustainability Report, we gave respondents the opportunity to tell us which beauty brands they think of as the most sustainable. Here were the most mentioned:

325 199

154 118

109

76 57 55 53 50 47 46 43 39 38 37 34 33 33 31 30 Bonus #21!

Takeaways for beauty brand builders

Consumers want to make more responsible purchases, but brands have work to do to enhance education, transparency, and trust. Download Highlight’s 2025 Sustainability Report for more consumer insights.