Key Takeaways:Beauty’s most forward-thinking brands are moving from minimizing harm to restoring ecosystems, redefining what “responsibility” means in practice.Regeneration has become a growth strategy, as brands are investing in soil health and biodiversity, with local communities building stronger, more resilient supply chains.Purpose and profit are no longer opposites, as brands leading this movement are proving that long-term ecological health underpins long-term business health.In the beauty industry, sustainability is no longer enough. Previously begun as a movement toward recyclable packaging and clean formulas, the ecosystem has matured into something far more systemic, and that is a push toward regeneration. A growing group of brands are taking accountability for the ecosystems behind their products, owning forests, co-founding farms, funding wildlife conservation, and designing new sourcing models that restore what the industry once depleted. This shift is the very redefinition of how beauty interacts with the planet’s resources and the people who steward them.“Clean and responsible sourcing is just the baseline,” Chelsea Riggs, CEO and founding member of Amika, said to BeautyMatter. “True sustainability goes beyond reducing harm. It’s about creating a positive impact.” That statement captures a broader truth sweeping through the sector, and that is the realization that sustainability must move from maintenance to renewal. For Amika, this meant forming a partnership with Forested, a women-led ingredients company in East Africa that works with smallholder farmers and indigenous land stewards across Ethiopia, Kenya, and Uganda.