2024 IMPACT
TURNING PURPOSE INTO ACTION FOR COLLECTIVE CHANGE
A LETTER FROM OUR FOUNDERS
To our Innersense Community,
As we reflect on 2024, we are filled with pride and gratitude. This year, our commitment to sustainability and impact in the beauty industry has guided every decision we make. At Innersense Organic Beauty, our mission has always been to craft clean, pure products that honor both the health of our customers and the well-being of our planet.
We’ve deepened our dedication to environmentally conscious packaging, expanded wellness initiatives for our team, and minimized our operational footprint. We also proudly supported key safe cosmetic legislation in Washington, D.C., advocating for higher standards of product safety and ingredient transparency. These milestones are steps forward in our ongoing journey to leave a meaningful, lasting impact.
None of this would be possible without you—our conscious community, salon and retail partners, and beauty professionals. Your trust and support drive us to continuously evolve and push industry boundaries. As we look ahead, our resolve remains strong. We will continue to innovate, challenge norms, and uphold the highest standards of social and environmental stewardship.
With your continued support, we’ll keep shaping a beauty industry that reflects the love we share for our community, our planet, and future generations.
With heartfelt gratitude,
Greg & Joanne Starkman Founders, Innersense Organic Beauty
our vision
A SINGLE STRAND FOR COLLECTIVE CHANGE
Our inner world reflects our outer world, and what we do for one, nourishes the other. We continually challenge ourselves with radical responsibility for each other, our communities, our future generations and our planet. That means an ongoing dedication to sustainability, transparency and social and environmental philanthropy.
Above all, we hope to turn purpose into action, and inspire others to do the same. Rising above the table stakes of clean beauty to make these elements not just a checked box in a marketing toolkit but an integral part of our collective hair care journey.
Creating a greater movement that allows us all to tap into our own inner sense and uplift each other to live a more intentional, authentic and joyful life—starting with a single strand.
OUR PHILOSOPHy
QUALITY & EFFICACY
Innersense was born in a salon, and performance will always be at the forefront of everything we do. We aim to create the safest and purest high-performance products that are trusted by hair care professionals and their clients. We hope to impact change within the industry by continuing to raise the bar for what it means to be salon safe, with efficacious products that never compromise human health or hair health.
PEOPLE, HAIR & PLANET
We continually challenge ourselves to be a more responsible brand and strengthen our impact in the world. We are proud to be a Certified B Corporation, meaning we meet the highest verified standards of social and environmental performance. We are The Climate Label Certified, Plastic Neutral and active members of 1% for the Planet, making our impact on people and planet a non-negotiable in our business decisions and actions.
CONSCIOUS TRANSPARENCY
We believe in fewer, better ingredients—for both you and your hair. Our ingredients are rooted in nature, with minimal processing to preserve purity and potency. No harmful cosmetic ingredients or unsafe toxins. We use organically grown ingredients when possible and actively avoid over 3,000 ingredients, complying with the strictest of clean standards—including our own.
INTEGRITY & INTENTION
Innersense is made for every hair type and texture. And we want to remind everyone that taking care of their hair should be an intimate experience, a chance to reflect self-love and a joyful part of their day. We are always honest with how we portray our products and their performance. In doing so, we give people the space and freedom to reflect their own authenticity and individual beauty out into the world.
OUR PATH TO COLLECTIVE CHANGE
Innersense Organic Beauty was founded by Greg & Joanne Starkman with the goal to provide safe and effective hair care products to the salon community.
Innersense Organic Beauty products are recognized with all green ratings by third party app Think Dirty.
We opened our first international operations in the United Kingdom.
We published our first Never Any List, an evolving collection of ingredients that do not meet the Innersense Standard of Clean.
We opened our first official Headquarters in Concord, CA.
We joined 1% for the Planet and made the commitment to give 1% of our treasure, time and talent to organizations that help heal our planet. We also switched our iconic white bottles to 100% Post-Consumer Resin and joined the Sustainable Packaging Coalition.
We joined the B Beauty Coalition and like-minded beauty brands who use business as a force for good. We transitioned all packaging in our line to at least 65% recycled content.
Our B Corp Score rose to 89.9, showcasing our continuous commitment to sustainable and ethical practices. We introduced two new collections: Color Purity, our clean, high performance professional hair color line, and Body Care, vitamin-rich formulas that bring the Innersense Standard of Clean to the body for radiant, hydrated, healthy skin.
First annual Season of Giving, holiday season initiative that supports cause partners through shopping & donations.
We teamed up with Breast Cancer Prevention Partners (BCPP) to help spread awareness about harmful ingredients in many personal care products.
We became a proud B Corp and changed our governance to be a Benefit Corporation. We worked to measure and reduce our Carbon Footprint through Climate Change Project. We became a member of BCPP’s Safe Cosmetics Leadership Circle to help advocate for greater legislation and regulation within the beauty industry.
We partnered with rePurpose global to fund plastic solutions globally.
OFFICES GLOBALLY
3
2 89
PRODUCT LINES
19
OF OUR PACKAGING IS MADE FROM RECYCLED MATERIAL OR GLASS YEARS IN BUSINESS
B CORP SCORE
69 EMPLOYEES PRODUCTS
57 69 2023 2024
89
154
50+ 82%
COUNTRIES SOLD IN
500k
LBS OF PLASTIC RECOVERED WITH REPURPOSE GLOBAL SINCE 2021
OUR SHARED PURPOSE
At Innersense, we’re on a mission to improve the health of hair, people and the planet. We start by creating clean, safe beauty products with sustainably sourced ingredients and environmentally conscious packaging for our community. Beyond offering health conscious hair and body care, we partner with like-minded organizations to enact change for environmental progress, for representation of marginalized groups and for the betterment of the beauty industry through legislative reform, collaborative efforts, donations, events and driving awareness.
Our Shared Purpose focuses on three key areas:
ENVIRONMENTAL IMPACT
Preserving the planet through sustainable practices and innovative solutions.
SOCIAL IMPACT
Empowering communities and fostering inclusivity through meaningful partnerships.
INDUSTRY IMPACT
Advancing safety, transparency, and sustainability in beauty.
ENVIRONMENTAL IMPACT
A commitment to reducing our impact on the environment has always been our top priority. Every choice we make as a brand takes into consideration the well-being of not just ourselves, but the well-being of Mother Earth and all that she provides.
In 2024, we focused on reducing our carbon footprint, expanding our partnership with rePurpose Global and replacing certain packaging with lower impact materials and formats. These initiatives are more than just numbers—they represent our unwavering commitment to leaving a lighter footprint and creating a healthier planet for future generations.
2024 AT A GLANCE:
• 82% of our hair care line is made from recycled plastic or glass.
• $500,000+ contributed to environmental causes this year.
• 390,000+ lbs of plastic removed from the environment through partnerships with both rePurpose Global and Surfrider Foundation.
• 2,953 tCO2e emissions offset for 2023 to maintain our climate neutral commitment.
• Transitioned 2 legacy products to more widely recyclable packaging.
• Introduced refill pouches for 4 best-selling products; our refill pouches use 70% less plastic than our standard 32 oz bottles.
REPURPOSE GLOBAL
In 2024, our team participated in rePurpose Global’s Plastic Reality Project where they witnessed the inspiring impact of the organization on their local community in India.
Our partnership with rePurpose Global is about more than reducing waste—it’s about building systems that empower communities and foster a circular economy. As a global leader in addressing plastic pollution, rePurpose Global helps us turn our environmental and social goals into meaningful action, addressing the root causes of waste while creating economic opportunities for marginalized communities. These initiatives go beyond cleaning up plastic; they create lasting change by integrating sustainable practices into local economies, empowering communities and driving systemic solutions for a healthier planet. Here’s how we’ve made an impact together:
• Since partnering with rePurpose Global in 2021, we’ve removed over 550,000 lbs of plastic waste—the equivalent of 12 million bottles—from the environment. Our inaugural project, Project Anant Pranay in Aurangabad, India focuses on upskilling female waste pickers, helping them transition into formal employment. By providing stable jobs and training, this project has transformed waste management services for over 100,000 households, positively impacting 500,000 people while promoting a circular approach to resource use.
• In 2024, we expanded our partnership to include the Hara Kal project in Kerala, India. This groundbreaking initiative employs 98.5% women, many of whom are working in formal jobs for the first time. With 820 workers earning salaries 48% higher than the state’s minimum wage, the project not only boosts household incomes but also fosters gender equality in the workforce. Through improved waste collection systems, over 700,000 people in Kerala now benefit from cleaner, healthier living environments.
Change climate project
Since becoming The Climate Label Certified (formerly Climate Neutral) in 2021, we’ve partnered with Change Climate Project to measure and reduce our carbon footprint. This global initiative empowers businesses to take ownership of their emissions by providing tools to track impact, set reduction goals and invest in internal efforts to reduce their footprint as well as beyond value chain projects. The Change Climate Project goes beyond certification—it supports companies like ours in transitioning to renewable energy, adopting lower impact practices and fostering a culture of climate responsibility.
Through our partnership, we’ve committed to transparent reporting and ambitious targets to minimize our environmental impact. Here’s how:
• RENEWABLE ENERGY TRANSITION: As of June 2024, we switched to 100% renewable energy at our two California facilities, reducing our carbon footprint.
• SUSTAINABLE BUSINESS TRAVEL: Implemented a new travel booking platform to track and reduce emissions, with a goal to lower travel-related carbon impact by 20% by March 2026.
• REMOTE WORK POLICY: Adopted a flexible work-from-home policy for our Concord Headquarters to reduce employee commuting emissions.
• CLIMATE INVESTMENTS: 2,953 tCO₂e emissions measured and mitigated through strategic climate investments in 2023.
Packaging Sustainability
Our packaging is intentionally designed with the planet in mind. The materials we choose reflect our commitment to sustainability, ensuring that functionality meets a lighter environmental footprint. By prioritizing post-consumer recycled materials, enhancing recyclability and providing clear recycling guidance, we’re working to reduce plastic waste in the beauty industry and empower our community to recycle responsibly. Here’s where we are today:
• RECYCLED MATERIALS: We opt for 100% post-consumer recycled materials in our white bottles, and a minimum of at least 50% in the rest of the line to reduce demand for virgin plastic and support a circular economy.
• FSC-CERTIFIED PAPER: In 2024, we transitioned all outer cartons to FSC-certified paper, ensuring our packaging supports responsible forestry while reducing our environmental impact.
• LIGHTWEIGHT REFILLS: We introduced four new refill pouches, which use 70% less plastic compared to 32oz bottles, offering a more sustainable solution for refills.
• RECYCLABILITY IMPROVEMENTS: To make our packaging easier to recycle, we transitioned to direct printing on two products—I Create Waves and Inner Peace Whipped Creme Texturizer—eliminating labels that often hinder recyclability.
• TRAVEL-FRIENDLY OPTIONS: This year, we replaced our travel bottles with 2oz tubes made from recycled plastic, which use 33% less plastic compared to our travel bottles.
• RECYCLING GUIDANCE WITH HOW2RECYCLE®: All Innersense bottles now feature How2Recycle® labels, providing clear instructions to help consumers navigate proper recycling practices. We’ve also included detailed recycling information on our Innersensebeauty.com product pages for easy reference.
• OFFICE RECYCLING PROGRAMS: At our Concord Headquarters, we added Pact Collective bins to collect hard-to-recycle components like pumps, sprayers and foamers, ensuring they are responsibly disposed of.
OUR PARTNERS
THE SURFRIDER FOUNDATION
The Surfrider Foundation is dedicated to protecting the world’s oceans, waves and beaches through conservation, education and community activism. As part of this mission, we collaborated in 2024 to help remove 205,863 pounds of plastic from the ocean, supporting cleaner, healthier marine ecosystems. Together, we’re working to ensure that our shared waterways remain vibrant and thriving for future generations.
1% FOR THE PLANET
As members of 1% for the Planet, we commit at least 1% of our annual revenue to support nonprofit organizations tackling the planet’s most pressing environmental challenges. Through this partnership, we’re part of a global network of businesses taking collective action for a healthier, more sustainable future. In 2024, this included funding initiatives to reduce waste, protect natural resources and foster environmental education.
SUSTAINABLE PACKAGING COALITION
The Sustainable Packaging Coalition (SPC) is a collaborative network driving meaningful progress toward more sustainable packaging solutions. As members, we align with industry leaders committed to advancing responsible materials, circular systems, and improved end-of-life outcomes for packaging. Our partnership supports research, innovation, and advocacy for sustainable packaging practices, ensuring a lower impact on the planet while maintaining product integrity.
OUR PARTNERS
HOW2RECYCLE
How2Recycle is a standardized labeling system that helps consumers properly dispose of packaging and supports more effective recycling efforts. Through our partnership, we ensure our product packaging includes clear, easyto-follow recycling instructions, reducing contamination in waste streams and keeping valuable materials in circulation. This collaboration also provides critical feedback on the recyclability of our packaging, allowing us to make informed improvements and enhance the sustainability of our entire packaging line. By empowering consumers and continuously refining our packaging choices, we’re working toward a more circular and responsible beauty industry.
PACT COLLECTIVE
Pact Collective is a nonprofit organization dedicated to reducing beauty industry waste through innovative recycling and reuse solutions. As a partner, we help divert hard-torecycle packaging from landfills by providing consumers with accessible drop-off locations for empty beauty products. Our collaboration supports the responsible recycling of post-consumer packaging, keeping valuable materials in circulation and driving progress toward a more circular beauty industry.
SOCIAL IMPACT
We believe beauty is more than the products we create—it’s about the people in our global community whose lives we touch. This year, we strengthened our social impact by supporting organizations close to our hearts, donating products and funds to vital causes and expanding initiatives that benefit both our team and the broader community.
From empowering underserved communities to supporting emotional well-being and hunger relief, we partner with organizations working to create a more compassionate, equitable world.
2024 AT A GLANCE:
• SOCIAL CAUSES: Over $40,000 of product donated to social causes and to help our local communities.
• FEEDING AMERICA: $25,000 donated to Feeding America for Hurricane Helene relief efforts.
• THE LOVELAND FOUNDATION: 50 therapy sessions funded for Black women, girls, and gender-expansive individuals through The Loveland Foundation.
• LIPSTICK ANGELS: 768 facial supplies donated to Lipstick Angels for cancer patients during chemotherapy.
• CHOOSE LOVE MOVEMENT: 5,304 children reached through social and emotional learning programs with Choose Love Movement.
OUR PARTNERS
WILLIAMS SYNDROME ASSOCIATION
The Williams Syndrome Association (WSA) supports individuals with Williams syndrome and their families through resources, advocacy, and community-building events. Their mission to celebrate and empower individuals aligns with our commitment to inclusivity and joy. In 2024, we participated as the Premier Sponsor of the WSA Convention, which welcomed over 1,200 attendees, including Morgan Starkman, our Director of Joy. We also donated products for gift bags to bring care and connection to families attending the convention.
FEEDING AMERICA
Feeding America is the nation’s largest hunger-relief organization, providing meals and resources to communities in need. Their efforts to combat food insecurity resonate deeply with our values of care and support. This year, we donated $25,000 to provide food, water, and essential resources to those affected by Hurricane Helene and together, we provided over 400 meals to families facing hunger through ongoing contributions.
LIPSTICK ANGELS
Lipstick Angels uplifts cancer patients by providing nurturing beauty and self-care experiences during chemotherapy treatments. Their work restores confidence and dignity to those facing significant health challenges. Our contributions supported 768 facial supplies to help cancer patients receive facials during chemotherapy sessions and with the help of our community, raised $2,370 through our Buy-One-Give-One campaign featuring Hair Renew Scalp Oil to fund additional self-care services.
OUR PARTNERS
THE LOVELAND FOUNDATION
The Loveland Foundation works to provide therapy access and healing resources to Black women, girls and genderexpansive individuals. Their focus on mental health aligns with our commitment to empowering underserved communities and elevating holistic wellness. With the help of our community, we were able to fund 50 therapy sessions for individuals seeking emotional support and healing.
CHOOSE LOVE MOVEMENT
The Choose Love Movement inspires emotional learning, compassion and resilience in schools through its year-long programs. These initiatives help children build stronger connections and become empathetic leaders. Together, we reached 5,304 children through social and emotional learning programs, helping foster empathy and connection.
INDUSTRY IMPACT
As leaders in clean beauty, we believe in using our voice to drive change across the industry. From advocating for safer cosmetic legislation to collaborating with like-minded organizations, we’re committed to raising the bar for transparency, safety and sustainability. Together, we’re inspiring a collective shift toward a cleaner, more conscious beauty industry.
2024 AT A GLANCE:
• SAFER BEAUTY BILL: Advocated for the Safer Beauty Bill as part of the Campaign for Safe Cosmetics, amplifying the call for stricter product safety standards.
• GREEN BEAUTY COMMUNITY: Became founding members of the Green Beauty Community, a coalition of brands working to prioritize sustainability and social responsibility.
• B BEAUTY COALITION: Continued active membership in the B Beauty Coalition, collaborating with fellow Certified B Corporations to use business as a force for good.
• BREAST CANCER PREVENTION PARTNERS: Sponsored and participated in Breast Cancer Prevention Partners’ (BCPP) Climb Against the Odds and Pacifica Hike events, contributing over $70,000 to support their mission.
• WOMENS VOICES FOR THE EARTH: Empowered 303 youth activists through the Women’s Voices for the Earth (WVE) program to advocate for clean and safe personal care products.
OUR PARTNERS
CAMPAIGN FOR SAFE COSMETICS (CSC)
As members of the Campaign for Safe Cosmetics’ Leadership Circle, Founders Greg and Joanne Starkman play an active role in advocating for safer beauty legislation. In 2024, Innersense amplified these efforts by supporting the Safer Beauty Bill, which aims to regulate toxic ingredients and improve transparency in personal care products. Through their leadership and direct advocacy, Greg and Joanne are helping drive legislative change to protect both consumers and the planet. Greg’s voice, alongside those of other industry leaders, reinforced the importance of protecting consumers and setting a new standard for clean beauty.
BREAST CANCER PREVENTION PARTNERS (BCPP)
We are proud to partner with Breast Cancer Prevention Partners, a leading organization dedicated to eliminating toxic chemicals linked to breast cancer. In 2024, we continued our ongoing support through multiple initiatives, including sponsoring their Climb Against the Odds and Pacifica Hike fundraising events, as well as their Giving Tuesday 3x Match Campaign, amplifying community contributions to their vital work. BCPP’s advocacy for safer cosmetics and chemical-free environments aligns deeply with our mission, and we are honored to stand with them in creating meaningful change for public health and the beauty industry.
B BEAUTY COALITION
The B Beauty Coalition unites Certified B Corporations across the beauty industry to drive positive change and hold businesses to the highest standards of social and environmental performance. As active members, we work alongside other leaders in clean beauty to champion transparency, sustainability and ethical practices by sharing information and creating best practices.
OUR PARTNERS
GREEN BEAUTY COMMUNITY
As founding members of the Green Beauty Community, we’re part of a collective of brands dedicated to advancing sustainability and social responsibility in the beauty industry. This collaboration fosters shared learning and innovation, ensuring that we remain at the forefront of clean beauty practices and environmental stewardship.
WOMEN’S VOICES FOR THE EARTH (WVE)
Women’s Voices for the Earth is dedicated to amplifying the voices of women in the fight for safer products and healthier environments. By raising awareness about the harmful chemicals in personal care products, they empower consumers to demand transparency and safety from the beauty industry. Through education, advocacy and collaboration, WVE is driving systemic change to ensure that everyone has access to safer, more sustainable products. We are proud to support their mission and partner in creating a cleaner, healthier future for all.
Our Ongoing Commitment
At Innersense Organic Beauty, our commitment to people, hair and the planet is at the heart of everything we do. As we reflect on the milestones we’ve achieved in 2024, we’re reminded that true impact is never accomplished alone. It’s a collective effort—a weaving of voices, actions and intentions that create meaningful change.
As we look to 2025 and beyond, our resolve is stronger than ever. We’ll continue to innovate, advocate and challenge industry norms while staying true to our core values of sustainability, transparency and quality. Together, with our community of conscious consumers, salon partners and fellow beauty professionals, we are reshaping the beauty industry to serve the greater good.
Thank you for being an essential part of this journey. Together, let’s continue to create a more beautiful, intentional and sustainable future.