Can a Sustainable Business be Created on the Back of Sustainability?

At first glance, Greg Starkman, founder of Innersense Organic Beauty, seemed destined to be a mover and shaker in the beauty industry. His experience began when he was just a child, seeing his mother build her own successful cosmetic company.

This led him to become a stylist, a job he worked for over a decade, learning the tools and craft of the beauty business. So good was his knowledge and talent, that he became an executive in the “Big Beauty” business.

For many, this would seem like an admirable and comfortable finish line after years of hard work. However, Starkman had a higher commitment that drove him to start Innersense. If I summed it up in one word, it would be sustainability.

He mentioned that the topic would often come up in boardroom meetings, where his candor often illustrated the fake dedication companies had. From one example, he levied against a would-be advocate,

“We recycle, too. That doesn’t make you sustainable.”

As I’ve seen with his words and deeds, Starkman certainly walks the walk on sustainability, and it's best displayed in three ways, an internal belief, a dedication to people, and a dedication to the planet.

Good Ideas Are Nothing Without the Means to Execute Them.

It goes without saying that a successful company is one that endures. A business must be able to sustain itself. Now I know this isn't the same definition of sustainability that I touched on earlier, but I think it deserves a spotlight.

In Starkman’s case, his commitment to improving lives and the world would not garner much praise if he didn’t have a successful company supporting his many endeavors. One of the first statements he said to me was, “I refused to fail. Nothing is easy. It requires a lot of grit.”

One example of a marketing obstacle he has had to overcome beautifully shows the difference between a lasting brand and one that fizzles. In this case, it's the rise of celebrity brands, which have flooded the space within the past few years.

They rarely last but manage to crowd the industry and suck up all the attention and revenue for the brief periods they exist. Retailers, editors, and online businesses love them, which has forced Starkman to maintain a constant drive to stay visible and relevant.

His business savvy and knowledge of the products provided Innersense with a foundation that will carry them through the tough times.

The product line is second to none, and as I’ve seen with many of my interviews, a good product is the best marketing tool. Whether it’s individual items or the entire line, Innersense has received accolades on the pages of Cosmopolitan, Marie Claire, InStyle, GQ, and Forbes just to name a few.

The complete list can be found here. Aside from his determination and quality products, Starkman has built Innersense to be 100% self-funded, without private equity or venture capital.

It literally sustains itself. This type of sustainment provides the resources and flexibility that pursue the type of sustainability that Starkman truly pursues and prides on.

The Most Versatile and Resilient Asset for Any Business Is People.

One of the prominent sections displayed on the Innersense website is People and Planet, with an extensive list of charitable contributions and partnerships aimed at helping people.

As Starkman believes, the idea of sustainability is a fashionable one that many companies try to earn with the minimal amount of effort required. To be completely transparent, this section provides a comprehensive list of all the efforts Innersense has made to place people over profits.

With over $300,000 donated in 2021 alone, Innersense is a Certified B Corporation, meeting strict standards for employee well-being and providing benefits to humanity. The company directly involves each consumer.

1% of every purchase is donated to a nonprofit of their choice, such as feeding America or Breast Cancer Prevention Partners.

Partnering with organizations like Williams Syndrome Association and Lipstick Angels, Innersense has leveraged its resources to help those afflicted with disorders and illnesses.

Aside from financial and volunteer support, the company also aims to push meaningful and beneficial legislation, such as The Personal Care Safety Act, through the Counteract Coalition.

With his first-hand knowledge of the science behind the various beauty products, Starkman also spearheads his company's selection of ingredients.

This is all to provide customers with a superb product, without any harmful side effects. Starkman said, “When you give to the community, they give back to you.”

Although many could see his philanthropic measures as a drag to the bottom line, this kindness has developed into a reliable source of customer loyalty and good exposure, which makes Innersense stand where many others have fallen.

We Need to Take Care of the Earth. It’s Where We All Live.

The second piece of the sustainability puzzle is to the planet. Innersense is certified carbon neutral, via Climate Neutral. It is also certified plastic neutral, through rePurpose, with nearly 3 million bottles kept out of landfills.

Every Innersense bottle is made from 100% recycled plastics. In many ways, Innersense has eliminated its net contribution to two of the worst industry pollutants, fossil fuel emissions, and non-biodegradable waste.

The business is also teamed with One Percent for the Planet, donating additional sales revenue to environmental causes. There are other partnerships Innersense maintains, such as the California Coastkeeper Alliance and How2Recycle.

Any single one of these various contributions and collaborations would be viewed as exceptional, in the realm of environmental protection and reclamation.

The fact that Innersense has achieved all this, while still dedicated to doing more, shows the clear commitment Starkman and his team have towards sustainability.

Just as his investment in people, the pursuit of environmental sustainability has developed a business that makes it very easy for people to feel good about purchasing its products.

Aside from the direct good Innersense’s actions have had on the world, I believe it provides much greater returns. These can be seen in good public relations, improved employee morale, and expanded customer loyalty.

No Paralysis by Analysis.

In his final words of wisdom, Starkman said,

“When you’re an entrepreneur, self-doubt is part of the creative process, but at some point, you need to take a chance.”

In his case, Starkman chose to build a beauty product business, with a passionate focus on people and the planet over profits. Through his unremitted work, Innersense is a company that is as well known for its philanthropy, as it is for its premier health and beauty products.

This dedication to sustainability permeates the company’s identity and actions. It is clear that Starkman has developed a unique brand, and the world would be a better place if more people attempted to emulate his example.