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Earth Month tends to bring out a lot of surface-level sustainability talk, especially around Earth Day, when the conversation hits its peak. The kind that sounds good, but doesn’t always translate into how a brand actually operates behind the scenes.
So instead of adding to the noise, we went straight to the source.
We asked a group of founders and leaders behind some of our favorite beauty, wellness, and lifestyle brands one simple question: What does Earth Month mean to you personally and how does that perspective shape the way you lead your brand?
What came back felt less like polished talking points and more like personal philosophies. The kind that show up in sourcing decisions, material choices, and how a company chooses to grow.
True Botanicals
Hillary Peterson, Founder
A longtime leader in the clean beauty space, True Botanicals has built its reputation on clinically proven, sustainably sourced formulas that don’t compromise on performance. It’s one of the few brands that consistently bridges science, luxury, and environmental responsibility in a way that actually feels credible.
Their latest move leans even further into that ethos. True Botanicals’ new collaboration with Koala Eco, the Clean Ritual Set, brings together skin and home essentials designed to elevate daily rituals while being gentle on both your body and the environment. Every product in the set is free of artificial fragrances and supports 1% for the Planet, reinforcing the idea that nature tends to get it right.
“When I realized that the conventional beauty industry was failing women and the planet, I felt a deep conviction that we could do better. I’m grateful to work alongside the incredible team at True Botanicals as we redefine modern beauty, sustainable, transparent, evidence-based, and rooted in women’s well-being. From the products we put on our skin to those we use in our homes, we deserve options that deliver the results we seek while protecting both our health and the planet. Earth Month is a meaningful moment to elevate this truth—one we consider every day at True Botanicals ”
Read our Living Well interview with Hillary Peterson here.
DedCool
Carina Chaz, Founder
DedCool has quietly become one of the most interesting fragrance brands in the space, known for its genderless scents, biodegradable formulas, and a very intentional approach to how fragrance fits into everyday life.
“DedCool has always been about integrating scent into daily rituals, so it naturally makes me think about how those rituals can be more intentional, not just for how we feel, but for the impact we leave behind. I grew up around product development, so I have always been aware of how things are made, and that perspective has shaped how I think about building a brand that feels both personal and responsible.
That mindset shows up in how we approach everything at DedCool. From using clean, vegan and biodegradable formulas to working with recycled and recyclable materials, we are constantly looking for ways to reduce our footprint. Our partnership with PACT Collective and our carbon neutral facilities through Terrapass are part of a bigger commitment to create fragrance that fits seamlessly into modern life while still being thoughtful about the planet. For me, it is about making sustainability feel accessible and built into the experience, not something separate from it.”
Read our Living Well interview with Carina Chaz here.
Cleobella
Angela O’Brien, Founder and Creative Director
Cleobella has always stood out for its commitment to ethical production and artisan partnerships, with a strong focus on natural materials and slow fashion principles that feel increasingly rare.
“Earth Month is a beautiful reminder to return to what matters.
For us, that starts with connection. Connection to the earth, to the hands and hearts that bring our designs to life, and to the values that have shaped Cleobella from the beginning.
We have always felt drawn to natural fibers because of the beauty and depth they hold. GOTS Certified organic cotton, linen, and materials that come from the earth feel grounding, timeless, and deeply connected to nature.
The way we create has always mattered to us. Not because we have done it perfectly, but because we believe there is value in being thoughtful at every step. Thoughtful about what we make, how we make it, and how those choices ripple outward.
Becoming B Corp Certified and joining the Climate Pledge were meaningful steps in that journey. They reflect a deeper commitment to creating with care, staying accountable, and continuing to grow in a way that honors both people and planet.
Earth Month gives us a moment to pause, reflect, and reconnect with that purpose. To keep creating in a way that feels more thoughtful, more connected, and more in harmony with the world around us.”
Tower 28
Amy Liu, Founder and CEO
Tower 28 has carved out a distinct space in beauty with its sensitive-skin-first approach, backed by dermatologist-tested formulas and a deep commitment to safety and transparency. Rooted in Southern California, the brand’s identity is closely tied to the coast and the lifestyle that comes with it.
“Tower 28 was born from the Southern California beach culture I grew up with and love. It is literally named after a lifeguard tower between Santa Monica and Venice Beach. Living in West LA, the ocean is not just a backdrop, it is part of our everyday life, so protecting it feels like a responsibility, not a choice. That is why we have partnered closely with Heal the Bay over the years and support their work to keep our coastal waters clean, which is especially meaningful with our CFO serving on their board.
As a brand, that perspective pushes us to make thoughtful and tangible decisions around sustainability. In 2023, we took an Earth Sensitive Pledge and transitioned all of our packaging to include at least 50 percent post consumer recycled materials, with products like our SOS Rescue Spray now at 100 percent PCR. For me, it is about progress over perfection, doing what we can to reduce our impact while still delivering safe and effective products for our community.”
Read our Living Well Interview with Amy Liu here.
Seed Health
Cathrin Bowtell, CEO
Seed Health sits at the forefront of microbiome science, bridging human health and planetary health in a way that feels both deeply technical and incredibly relevant right now. It is one of the few companies actively investing in how microbial ecosystems can shape the future of both.
“For me, Earth Month is a reminder that health doesn’t start and end with the human body.
The health of humans, animals, and ecosystems is fundamentally linked. Microbes make that connection tangible—they exist across every living system on Earth, regulating our climate, restoring our soil, sustaining biodiversity, and shaping our own health from the inside out.
That understanding is what drew me to Seed Health, and it shapes how I lead the company today. Our mission has always had a dual focus: Seed develops clinically rigorous products that work with the human microbiome; SeedLabs applies the same frontier microbiome science to the planet’s most urgent environmental challenges.
Through SeedLabs, we’ve invested in and explored microbial approaches to carbon capture, coral reef restoration, honeybee immune resilience, plastic upcycling, and most recently, soil remediation from “forever chemicals.”
Being a sustainable business means more than reducing harm—it means investing in good. That’s what SeedLabs is designed to do: to study and learn from the unseen microbial systems that keep our planet running, 365 days a year.”
May Lindstrom Skin
May Lindstrom, Founder and Formulator
May Lindstrom Skin is one of those brands that feels deeply personal, rooted in raw, high-quality botanicals and a philosophy that skincare should feel like ritual, not routine.
“When I was a child growing up in the wilds of northern Minnesota, my mother would bring me to the river that flowed through our land. We’d sit on a big rock and cover our bodies in the iron-rich clay we pulled from the water. I had very sensitive, reactive skin that would erupt in rashes when exposed to conventional soaps and moisturizers, and I learned early that this clay could relieve itch, reduce redness, and ease pain.
We’d gather green plants from her garden to draw down heat and bring in nourishment. Fats from plant oils would comfort the skin and support its healing. These early lessons from the land became the foundation for everything we create at May Lindstrom Skin today.
Earth Month, for me, is not separate from the rest of the year—it’s a daily practice of listening, respecting, and working in relationship with the natural world. It shapes how I lead our brand by keeping us deeply connected to source: to healthy soil, to vibrant plant life, and to the understanding that what we take into our bodies is shaped by how we care for the earth itself. A healthy planet gives us everything we need to thrive, within our skin and far beyond it.”
Read our review of their cult-favorite Blue Cocoon here.
Mānuka Health
Pete Botting, CEO
Mānuka Health operates at the intersection of environmental stewardship and wellness, with a vertically integrated model that spans beekeeping, land management, and partnerships with local Māori communities in New Zealand.
“Earth Month is a time to reflect on the impact our activities have on the environment and within our communities. At Mānuka Health, this is deeply personal because our work is inseparable from the health of the natural world. It’s a reflection of the responsibility we carry every day to protect and give back to the ecosystems and communities that make our products possible.
At Mānuka Health, we take pride in what we do on a daily basis, bringing to life our values of Care Deeply, Collaborate and Succeed Together, and Deliver Excellence. Nowhere is this more evident than in our stewardship of over 15,000 bee colonies. These hives are carefully managed in sync with seasonal cycles, with a focus on bee health. Strong, healthy hives are not only essential pollinators, but they also produce the rarest Manuka honey from which we share the magical benefits with our customers.
This commitment extends beyond the hives to the land itself. Our work planting and protecting native Mānuka trees contributes directly to two core Earth Month priorities: increasing canopy and advancing regenerative agriculture. As an indigenous species to New Zealand, Mānuka plays a vital role in restoring degraded and erosion-prone land. Its root systems help stabilize soil, improve water quality in surrounding streams, and support endangered native freshwater species such as īnanga and kōura. In many of the remote environments where our bees forage, the presence of rare flightless kiwi birds is a powerful reminder of the biodiversity that thrives when ecosystems are protected and restored, and of our role as custodians of these special places.
Equally important is our commitment to people. Our long-term partnerships with local landowners and Māori communities are central to how we operate. With every pot of honey sold, a financial return goes back to landowners to support the ongoing sustainable development of their land and the protection of Mānuka forests. These partnerships help create lasting economic opportunities while respecting the cultural heritage of the land.
Earth Month reinforces our belief that businesses can, and should, be a force for good. It inspires us to lead with purpose, to hold ourselves accountable, and to continuously invest in practices that leave the environment and our communities stronger than we found them.”
