Key Takeaways:DECIEM and Veritree are planting 110,000 trees and kelp across Alberta and British ColumbiaThis initiative will restore 31 hectares (76.6 acres) of land and is projected to sequester 43,000 tonnes (94,800 pounds) of CO₂ Veritree’s tech-driven monitoring system tracks restoration in real time, ensuring transparency and accountabilityIn the beauty industry, the term “sustainability” can often feel more surface level than truly impactful. In a sector grappling with excessive packaging waste and misleading claims around recyclability and compostability, DECIEM, the company behind skincare brands The Ordinary and NIOD, has built a reputation for transparency and accountability in beauty. Now, it’s going beyond consumer-facing sustainable practices to invest in verified, nature-based climate solutions.The brand has partnered with Veritree, a data-driven nature restoration platform that enables companies to fund, monitor, and verify ecosystem regeneration. Together, they’re planting 110,000 post-wildfire trees and kelp across British Columbia and Alberta to help restore forests and marine environments, while supporting local communities.The reforestation project will provide 290 work days to local tree planters in Canada and will restore more than 31 hectares (76 acres) of land , the equivalent of 59 football fields. It is projected to sequester 43,800 tonnes (94,800 pounds) of CO₂ from the trees’ planting to maturity (approximately 100 years).“We have a very social kind of brand,” said Anika De La Flor, DECIEM’s Director of Environmental Sustainability.