Kim Kardashian, the Unlikeliest of Sustainable Beauty Champions, Takes Up the Torch

The Body Shop and Aveda sparked a sustainable, clean beauty revolution nearly fifty years ago. Now the Kardashians are stepping in.

The natural beauty industry has come a long way in the last half-century. And in a surprising twist, the Kardashian family, long the antithesis of “natural”, may just be the ones to stamp sustainability and ingredient integrity into permanence. Can they really do it?