Whenever podcast host and Formula Botanica CEO Lorraine Dallmeier has tackled the issue of sustainability in the beauty industry, she has heard time and time again the refrain that various pioneering approaches can't be done or done safely, are too expensive or demand too much from beauty consumers to put into action. In this Green Beauty Opinion Lorraine shines the spotlight on some of the beauty industry's true pioneers to make the point that the "eco-beauty entrepreneurs" of today will be those who eclipse their peers in the future. These are personalities changing the beauty industry for the better as they run successful beauty companies. The future will thank these entrepreneurs of today who are daring to defy the norms and through sheer doggedness and innovation are finding viable, profitable, practical ways to bring beauty products to market with minimal impact on the planet. Who dares wins, perhaps?