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Be a Part of
The Movement

Inspired by many of the brands and founders we partner with looking to make a positive impact on the environment through their beauty, wellness and lifestyle companies, we launched the Blue Beauty movement.

Moving beyond green beauty means that above and beyond finding ways to wholeheartedly embrace organic and plant-based beauty and minimize our impact on the environment, Blue Beauty brands are finding ways to regenerate, improve and repair it in ways big and small.

Blue Beauty is a global movement, started by our Founder Jeannie Jarnot in 2018 to celebrate beauty brands striving to make the planet better and the conscious consumers and early supporters of the companies paving the way.

Beauty Heroes Zero Waste & Blue Beauty Products

Our Commitments

Beauty Heroes aspires to Live Lighter. We’re learning every step of the way, but we’re on the path. Here’s what you can expect from us.

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Less Waste Retail

Through responsible ordering and forecasting, we commit to creating less waste in our in-house fulfillment center, meaning we sell every item we purchase from our brands.

Living Lighter Lifestyle Store

Both online and IRL, we dedicate a retail division to the most progressive and innovative sustainable lifestyle wares.

Plastic Removal

For each order from our Beauty Store, Beauty Heroes removes one pound of plastic from the environment with our partner rePurpose global, a global social and environmental organization making a tangible impact.

Dedicated Blue Ambassadors

We’re committed to investing in ambassadors, agencies and brand partnerships to educate, connect and inspire Living Lighter. With their help, and yours, our goal is audacious but achievable: Project Blue Beauty will a global movement by 2022.

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Responsible Packaging

Blue things comes in small packages. We strive to pack our web orders in the smallest possible boxes, using recyclable materials and filler, shipped via public mail services that don’t require an extra trip when delivered.


We’ve partnered with One Tree Planted to plant a tree for every online beauty store order to help re-forest our planet.


We support our local eco-conscious printers in Northern California who prints on FSC certified paper using soy ink.

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Blue Beauty In Action

We’re committed to hosting annual Beach Cleanups and Recycling Initiatives open to the public.

Progressive Flagship

Our first brick and mortar in Novato, California is a hub for healthy beauty, as well as a progressive Refill/Recycle program in partnership with TerraCycle, and Living Lighter workshops.

Blue Beauty Education

We are committed to creating content that educates, inspires and celebrates blue initiatives and progress. We want to have an on-going conversation with our conscious consumers as we continue to explore what it means to ‘go blue’.

Can Do

Beauty Heroes inspires brands to Live Lighter. We curate the bluest brands for our Blue Beauty category. These brands meet many of the following best practices:

  • They source non-GMO, organic, wild harvested ingredients
  • They use minimal outer packaging
  • or biodegradable, up cycled or reusable packaging
  • Become certified carbon-neutral
  • They are plastic negative
  • and provide supply chain transparency
  • They work with local farmers and suppliers
  • They opt for donated or recycled packing material
  • They have a customer-facing recycling program
  • and a smart returns donation program
  • They invest R&D budget into green technologies
  • and they’re committed to cause-based giving campaigns
  • Oh, and maybe they’ve even achieved a B-Corp certification

Here's What You Can Do

  • G

    Give resources to causes that invest in environmental revitalization.

  • O

    Opt for non-toxic, chemical-free, natural personal care that is gentle on our waterways.

  • B

    Buy less. Buy better.

  • L

    Look for biodegradable, upcycled and resusable packaging.

  • U

    Use less water.

  • E

    Engage in community initiatives that support environmental causes, like beach cleanups and recycle programs.

Blue Beauty + Lifestyle

Blue Beauty + Lifestyle

While all of the brands featured at Beauty Heroes meet the highest standards in ingredient sourcing and transparency, efficacy and luxury, we celebrate pioneering brands that are pressing forward with innovative packaging solutions and planet-positive initiatives that support a bluer, more beautiful planet. Discover these Eco-Heroes!

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