How L’Occitane, L’Oréal drive local sustainability

As China's beauty industry continues to evolve, a notable shift toward sustainability and community-focused initiatives is emerging. Beauty brands, both global and domestic, are increasingly aligning themselves with environmentally conscious and socially responsible values.

This shift isn't just about meeting consumer demand; it's part of a broader commitment to creating positive change, particularly in underserved regions of the country. Brands like L'Occitane and L'Oréal China are at the forefront, using their platforms to champion environmental protection, women's empowerment, and education.

Green commitments #

One of the standout examples is L'Occitane Group, known for its environmental consciousness and dedication to natural beauty products. In partnership with charitable organizationShanghai Roots & Shoots, the brand has made impressive strides in restoring ecological balance in China's Ningxia region.

Since the launch of its "Million Tree Planting Program" in 2022, L'Occitane has been actively involved in planting trees and controlling sand in Ningxa's Baijitan Conservation Area. Aiming to restore the region’s ecosystem while combating desertification, it has planted 110,000 shrubs to date.

In August last year, on the first anniversary of it obtaining B Corporation certification, L'Occitane reaffirmed its eco commitment by expanding the tree-planting initiative. This environmental focus dovetails with L'Occitane's broader mission to combine its beauty and body brand with responsibility.

But it doesn’t stop at environmental projects. The brand recently collaborated with the Shanghai Song Ching Ling Foundation to launch the "Gifts in the Palm of Your Hand" initiative, aimed at supportingo rural educators. For Teachers’ Day, L'Occitane distributed hand care gift boxes to nearly 20,000 teachers in Bijie, Guizhou Province, a gesture of appreciation for their hard work and dedication. Volunteers from the brand visited local schools to deliver the gifts personally, setting up a Provençal-themed market where teachers and students could experience eco-friendly products and learn about plants native to Provence.

Women and protecting biodiversity #

L'Oréal China, another giant in the beauty industry, is also committed to making a difference in China's rural and underprivileged communities. This year, L'Oréal marked the 10th anniversary of its "Beauty for a Better Life" program, launched in China in 2014, is an initiative that offers free beauty and cosmetology skills training to disadvantaged groups.

This year’s anniversary was celebrated with a runway show in a rice field, featuring "rural supermodel" Lu Xianren and other local talents, symbolizing the beauty industry’s potential to empower rural communities, providing both inspiration and tangible skills in far flung areas of China, while also bringing a smart, long-game approach to brand building. September 1, the "rural runway show" in Yanji, Jilin Province, connecting the program to the region’s growing tourism and travel photography industries, helping women gain employment and fostering local entrepreneurship. It quickly became a hot topic on social media at the start of September.

L'Oréal China has also made significant efforts to protect biodiversity. In August 2023, the company partnered with the China Environmental Protection Foundation to launch a biodiversity conservation initiative centered around the Crested Ibis, an endangered bird species native to China. Establishing a Biodiversity Conservation Fund and donating to the Shaanxi Hanzhong National Nature Reserve Management Bureau, the beauty giant is helping preserve China’s natural heritage.

Sustainability, Chinese-style #

While Western brands often emphasize sustainability through hard data and global climate urgency, this approach has limited impact on Chinese consumers, who are more emotionally driven, focusing on health, family, and local heritage and communities within its borders.

"As C-beauty brands flourish, the impact is felt far beyond the borders of China, influencing global beauty trends and challenging international brands to rethink their strategies," says Gabby Chen, President of Global Markets at Chinese beauty brand Florasis. "However, this shift should not be viewed through the lens of competition alone but as an enriching addition to the global beauty narrative, much like the wave of Korean beauty (K-beauty) and Japanese beauty (J-beauty) before it."

"This shift towards more eco-conscious practices and formulations is a positive signal that the industry is listening and adapting to the needs of consumers who prioritize the earth's health alongside their own." adds Chen.

One example from luxury fashion is Icicle's philosophy of harmony with nature, rooted in Taoism, which has resonated with consumers by blending sustainability with traditional craftsmanship and a focus on personal well-being - localized messaging is crucial in appealing to Chinese audiences.

With international beauty giants, many of which are recently on the back foot thanks to the rapid rise of Chinese beauty brands, local sustainability initiatives can be a way of gaining reputational ground. Leading the way with initiatives that blend environmental restoration, community empowerment, and educational support, programs that not only address immediate local needs but also lay the foundation for long-term positive change hit the right note for Chinese consumers. Through these efforts, beauty is no longer just skin-deep — and more brands will seek to show that they can become a force for good in China.