Sustainability Strategy

We believe that in order to succeed long-term, we need to become a fully sustainable beauty company. Achieving this is an ongoing journey, and one we are deeply committed to. Our sustainability strategy reflects our Swedish brand attributes and focuses on increasing our positive impact areas while
reducing our environmental footprint.


Our sustainability strategy has three core focus areas: Opportunities for Brand Partners, Respect for Nature and Passion for People. These are underpinned by 12 sub-focus areas which contain 44 targets with different time horizons. To see all our targets in detail, please review our latest sustainability report.