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How this skincare company is improving its products to save coral reefs

All Good is a California-based company that makes organic and botanical body-care products spanning 12 categories, such as sunscreen, lip balm and deodorants to name a few. Caring for skin is just a start — the Certified B Corporation, which accounted for $3 million in sales in 2017, also keeps a keen focus on the impact of their business on the planet and engages in environmental causes.

"After All Good founder Caroline Duell attended the International Coral Reef Symposium and learned the results of four years of data demonstrating the devastating effect of chemical sunscreens on coral reefs, All Good responded by starting a coral reef awareness campaign," said Lindsey Bolton, All Good community rockstar. "Immediately following the conference in 2016, we began a grass-roots education campaign with Criteria for Reef Friendly sunscreen outlined in easy to read materials, efforts to support legislation in Hawaii and participation in sunscreen exchanges — taking back chemical products and replacing them with mineral ones."

The coral reef campaign is one of many testaments to the All Good leadership and its attention on the environment.
The coral reef campaign is one of many testaments to the All Good leadership and its attention on the environment.

In their mission to offer the purest, most elemental ingredients and organic herbs in natural healing products that are good for people and good for the earth, it’s no surprise that All Good placed on the 2018 Best For The World Overall, Environment and Governance lists.

Here, Bolton shares more about how All Good’s mission alignment serves the community’s values and the environment.

Katy Ibsen: In what ways does All Good consider its stakeholders in achieving its mission and having a positive impact?

Lindsey Bolton: We include our stakeholders in every decision that we make. Our vision is that people are inspired to live in balance with nature; we weave that vision into every element of the business to keep our focus on what is most important to us.

When we’re looking at our company and staying aligned with our mission and our values, we think about the people that we’re supporting, the people who’d be interested in our brand and who we are as a company. The people who work for All Good — the employees, the owners, management and everyone that’s involved in that whole process — is considered in how we’re impacting each other and how we’re impacting the environment.

Photo by All Good.

We drive our business objectives to adhere to a triple-bottom line: People, Planet, Profit. All of our packaging contains a large percentage of recycled material and is 100 percent recyclable. We are a Certified B Corporation and a California benefit corporation. We give 1 percent of our sales to to direct action environmental causes through 1% for the Planet. We believe in supporting companies who share our commitment to global causes and we are active members of organizations like the Conservation Alliance, OSC2, Protect Our Winters and the Safe Sunscreen Council.

Ibsen: What was your experience with B Corporation’s Inclusive Economy Challenge?

Bolton: It was a really impactful experience. … All of the pieces [for the Inclusive Economy Challenge] were helpful to focus a little deeper, specifically on areas of inclusion that weren’t part of our daily conversation. It’s those things that are in the back of your mind, but you haven’t spent the time and energy to look at them closely, and the Inclusive Economy Challenge brought that forward and helped us develop more specifics around our inclusion goals.

We continue to stay engaged and active in our drive to improve by addressing specific goals and metrics, using resources like the Inclusive Economy Challenge, Peer Exchange and 360 reviews. We are honored to be in the company of so many inspiring businesses doing better for the world.

Ingredient shot by All Good.

Ibsen: What practices has All Good implemented that have helped you become Best For The World?


  • In fall of 2015, we moved from an 800-square-foot residential building to an 8,000-square-foot warehouse. We renovated the abandoned building with green-building practices, exceeding LEED standards. We built a living wall using reclaimed flooring and organic, locally grown plants, installed recycled flooring, and used no-VOC paint and energy-efficient lighting.
  • We started a compost program, did xeriscape water-saving landscaping with native plants and used LEAN principles in the warehouse to reduce waste.
  • We continue to work with B Corps who use recycled and renewable resources for office materials and supplies.
  • As our team grows, we are ever more inspired to deepen the familial roots of culture in our organization. We continue to offer the All Good team a monthly box of organic veggies and fruits from the farm, a quarterly paid wellness day and paid volunteer days.
  • Additionally, we completed a 360-degree review and responded with 10 percent wage increases, offered three weeks paid vacation (up from two weeks), started a 401k retirement plan and implemented our flex-work schedule.
  • We also launched a line of deodorants without aluminum, no GMOs, no propylene glycol and no other toxic materials.

Ibsen: Is there a particular practice driving either social or environmental impact you would want to see other companies replicate?

Bolton: We have given more than $150,000 to direct action on environmental initiatives through our partnership with 1% for the Planet. We would like to see this kind of activism interwoven even more so in the B Corp community.

Imagine the impact if the 2,000-plus B Corps that exist today all made that commitment to environmental action. Talk about a ripple!
Today, there are approximately 90 B Corps that are also 1% for the Planet members; we would like to see this increase. Imagine the impact if the 2,000-plus B Corps that exist today all made that commitment to environmental action. Talk about a ripple!

Ibsen: What steps would you advise other companies to take to improve their positive impact?

Bolton: As a recent member of OSC2 and the Climate Collaborative, we are finding ways to collaborate with other companies on supply-chain risks assessment. This involves being solutions-oriented around supply chain expansion and impact, such as our move to using Regenerative Agriculture on our own farm where we supply organic herbs for our products. We want to promote that movement worldwide to help companies recognize the impact when the whole supply chain is considered.

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