When you start a beauty brand, every aspect of it from your own unique formulations to your packaging and branding are up for grabs. Every detail is in your hands and even if outsourcing tasks, you, as the founder, have control. If you embrace sustainability in your brand mission at the outset, it will drive every detail and decision. How much easier this is than struggling to audit a beauty business later on against sustainability principles and finding it falling short. In this Green Beauty Opinion, Formula Botanica CEO and podcast host Lorraine Dallmeier discusses the advantages nimble, newcomer indie beauty brands have over the “oil tanker” giant firms of personal care. It will still take indie brands boundless energy, resources and resolve to be true to any founding mission to act on sustainability not just talk about it. However, the advantages and the market is theirs if they prepare ahead rather than retro fit sustainability as most personal care conglomerates must do.