Indie beauty and the organic and natural cosmetics sector have typically focused more on skincare than haircare. This is to be expected; people can be reluctant to change their haircare routines and products once they have found brands that work for them. There are other reasons too for natural haircare lingering behind, such as the perceived higher cost of using natural shampoos and conditioners whose precious ingredients are immediately washed off. However, we are witnessing an exciting rise in the number of natural haircare brands, and also in consumer awareness of the need to seek out more sustainable haircare products too. The tide is turning for the dominance of mainstream haircare, not least on account of some recent high-profile product recalls in the sector. To discuss the kind of changes we need to make the haircare sector more sustainable and, as brand founders, see natural, indie haircare leading the way, Formula Botanica CEO and podcast host Lorraine Dallmeier talks to Jana Blankenship. The founder, CEO and lead formulator of green beauty haircare and B Corp company Captain Blankenship, Jana made a conscious decision a couple of years ago to pivot her business to focus solely on haircare and embed sustainability into its operations.