This post was reviewed and updated by Sarah Otto, Dermatology Nurse Practitioner and Founder of Otto Skin Goods on September 10, 2026.

Sustainability is a hot topic among beauty brands these days, and for good reason. As more consumers demand products that are safe, effective, and environmentally conscious, sustainability has become a point of real contention—and it's a far more complicated issue than the industry tends to let on.

So what does sustainability actually mean? Scientifically, it's the avoidance of natural resource depletion in order to maintain ecological balance. In practice, that means creating something with the smallest possible impact on the planet—on animals, plants, air, and water quality. And the way a single beauty product is made can have a far bigger environmental footprint than most people realize.

According to beauty journalist Jessica DeFino, a single beauty product can generate environmental impact at nearly every stage of its life: the sheer number of ingredients that go into one formula (often 15 to 50), the farming and processing behind each natural ingredient, the industrial manufacturing of synthetic ones, the supply chains required to bring it all together, and the packaging—including non-recyclable components like pumps and caps. The impact continues well past purchase, through distribution, sampling, shipping, returns, daily use, and eventual disposal of both the packaging and any leftover product. Even what rinses down the drain or evaporates into the air during use doesn't simply disappear—it re-enters water systems, soil, and air quality. And unlike clothing, which can be worn for years, most beauty products have a shelf life of only a few months, meaning they're repurchased again and again.

As a beauty brand founder, this was eye-opening and humbling. I've struggled to overcome many of these wasteful patterns myself. What I do know is that recycled packaging, a 1% donation pledge, or a carbon-neutral label isn't enough on its own. Those efforts only skim the surface, and in some cases, they function more as marketing than meaningful change.

So instead, here's where we're actually trying to make a difference at Otto Skin Goods. This is an ongoing process, not a finished one—but it's where we're starting.

1. Encourage Minimalism in Skincare

This has always been core to our brand. I firmly believe skin doesn't need much to look its best. As someone with a medical background, I recognize that conditions like acne, rosacea, and eczema are real—but I also believe many skin issues, allergies, and sensitivities are made worse by product overload, not improved by it. I believe in clinically backed active ingredients that are proven to make a difference—but I will never support layering products or stacking actives.

My approach is simple: fewer products is almost always better. Our own routine consists of two serums, a face oil, and a cleanser—and for many people, only one or two of those are actually necessary. I'm also an advocate of cleansing once a day, no more. As a brand, we've spoken openly against layering and encouraged people to read ingredient labels closely so they're using one active at a time, not several stacked together.

When it comes to choosing between products, I tend to favor face oil over traditional moisturizer—it typically uses fewer ingredients and undergoes less processing. And on sunscreen: while I understand its benefits well after years as a dermatology nurse practitioner, I don't believe it should be applied reflexively, without regard to actual sun exposure. These are topics people don't always agree on, but we'll keep asking the questions and standing behind a "less is more" approach to skincare.

2. Choose Ingredients With Minimal Environmental Impact

Our formulations are meant to keep improving, not multiplying. When we learn that an ingredient we're using may negatively affect the environment, we reformulate and remove it. A quick search will turn up lists of commonly flagged ingredients—oxybenzone, parabens, triclosan, sulfates, microplastics, synthetic fragrance, and silicones, among others—though the research in this space is still evolving and could use more clarity. There's meaningful overlap between ingredients considered harmful to human health and those harmful to the environment, but the information available to consumers isn't always clear or consistent.

One point that gets less attention: natural ingredients aren't inherently better for the environment, either. That includes trendy ones, like bakuchiol.

3. Rethink Sustainable Packaging

Our packaging is mostly glass, though our droppers still include a plastic component we're actively working to eliminate. Our boxes are made from forestry-certified recycled paper, and our long-term goal is to remove the outer box altogether.

In my view, one of the most effective ways to reduce packaging waste is to support small retailers actively pushing for change—refill shops, for example, are likely to shape the future of how we buy everyday products, from hand soap to laundry detergent, and eventually, we hope, skincare in upcycled bottles. Our goal is to eventually offer a bottle with a scannable code that pulls up label information digitally, removing the need for an outer box or printed label—though that will take time to move through FDA approval.

4. Address Self-Worth and Unrealistic Beauty Standards

This one might be unexpected. As long as beauty products are marketed as a path to being more worthy, we'll keep over-consuming things we don't actually need, chasing standards that were never achievable to begin with—standards the beauty industry created in the first place. Our goal at Otto is to make skincare more utilitarian: use only what your skin actually needs. Beauty brands have a responsibility here, too—to move away from unrealistic imagery and messaging, especially messaging that contributes to the mental health struggles many young people already face. That may be an ambitious goal for a small brand like ours, but as someone raising four young children, I think it's worth the effort.

Skin health should always be the goal, and selling products without offering any real education isn't good enough. At Otto, we try to educate our customers on skin concerns, ingredients, and alternatives to achieve healthier skin—sometimes without buying anything at all. The skincare industry is saturated, but few brands actually prioritize educating the people they're selling to.

This is only a first step in an ongoing process toward greater sustainability—one that requires continued learning, honesty about where we fall short, and a willingness to keep improving. The moment we decide we've done "good enough," we've already failed. Being a small brand means we can move quickly and adapt—so if you have ideas for how we can do better, we'd love to hear them.

Frequently Asked Questions

What does "sustainability" actually mean in beauty?

Scientifically, it's the avoidance of natural resource depletion in order to maintain ecological balance. In practice, it means creating products with the smallest possible impact on the planet—on animals, plants, air, and water quality.

Isn't recycled packaging or a "carbon neutral" label enough to make a brand sustainable?

Not on its own. Efforts like recycled packaging, small profit donations, or carbon-neutral claims only address a small piece of a much bigger picture, and can sometimes function more as marketing than meaningful change.

Where does beauty product pollution actually come from?

It happens at nearly every stage: the number of ingredients in a formula, the farming or manufacturing behind each one, supply chains, packaging (including non-recyclable parts), distribution, shipping, customer use, and disposal. Even ingredients that rinse down the drain or evaporate into the air don't simply disappear; they re-enter water systems, soil, and air quality.

Why do beauty products create more waste than something like clothing?

Clothing can be worn for years, but most beauty products have a shelf life of only a few months, so they're repurchased far more frequently.

Why does Otto Skin Goods focus on minimalism instead of offering a full product line?

Fewer products means fewer opportunities for irritation, product overload, and unnecessary environmental impact. A simple routine (one or two well-chosen products) is often more effective than a long lineup of items.

Is layering skincare products bad for the environment, too?

Indirectly, yes. Layering encourages buying and using more products than necessary, which increases both the environmental footprint and the risk of skin irritation from ingredient overload.

Are natural ingredients automatically better for the environment?

No. Natural doesn't necessarily mean lower-impact; even popular "clean" ingredients like bakuchiol can carry their own environmental considerations.

What is Otto Skin Goods doing about packaging?

Packaging is mostly glass, with an ongoing effort to remove the plastic component in droppers. Boxes are made from forestry-certified recycled paper, with a long-term goal of eliminating the outer box entirely.

What role do refill shops play in reducing beauty waste?

Refill shops allow customers to reuse bottles instead of buying new packaging every time, which could significantly cut down on packaging waste across categories like skincare, hand soap, and laundry detergent.

How does beauty marketing connect to sustainability?

When beauty products are marketed as a path to being "more worthy," it encourages over-consumption of things people don't actually need, often in pursuit of standards the industry itself created. Moving toward more honest, utilitarian messaging is part of reducing that cycle.