Beauty’s sustainability goes beyond environmentally friendly packaging, and encompasses ethical sourcing, innovation and inclusivity. CLIO is on a mission to enable self-expression through innovative, high-performance products while evolving with the consumers’ desire for beauty products that are ethical. For CLIO, sustainable branding means more than just eco-friendly packaging. The company is shifting towards a more integrated and extensive approach. The company has begun practicing ethical procurement of ingredients, making sure that the components used in their products are not contaminated with harmful substances and are obtained in an ethical manner. This moves towards safer, cleaner products is part and parcel of the new market reality in the beauty industry, where consumers are becoming more and more concerned about the environment and their health when it comes to beauty products.