There’s never been a better time to celebrate natural beauty. After a rocky couple of years, the new normal is coming into focus – and with it the people who can deliver the rejuvenating glow-up we all need to recover from a global pandemic.

Now’s the moment to spotlight success. And over the next few pages, you’ll meet some of the names set to innovate and dominate as natural beauty moves ever forwards. Expect to find some fresh faces alongside plenty of well-respected names in our highly anticipated industry hot list.

You’ll also discover a flavour of what’s coming next. This year the circular economy is a key theme, with winners thinking hard about the environmental effects of their products – from formulation to packaging. More educators have made the list too, proving that the experts care about securing a sustainable future for our sector, and the planet.

Congratulations to everyone who made this year’s Who’s Who in Natural Beauty – you’re all superstars. And, as ever, thanks to everyone who took the time to vote for their favourites. Your enthusiasm and dedication helps make natural beauty such an inspiring place to work. Here’s to 2022.

The Who’s Who in Natural Beauty 2021:

  1. THE WELEDA WUNDERKIND: Jayn Sterland, managing director, Weleda UK
  2. COOKING UP A STORM: Jo Chidley, founder, Beauty Kitchen
  3. BLOOMING TALENT: Lorraine Dallmeier, CEO, Formula Botanica
  4. THE SECTOR STALWARTS: Alex and Kim Barani, co-founders, Kinetic Natural Products Distributor
  5. THE RETAIL REVOLUTIONARY: Joanne Hill, founder, Amaranth Wellbeing
  6. THE TRUE PIONEER: Mark Smith, director general, NATRUE
  7. THE CREATIVE DISRUPTOR: Millie Kendall MBE, CEO, British Beauty Council
  8. THE BRAND WHISPERER: Helen Yeardsley, founder, Y Consultancy
  9. THE MANE ATTRACTION: Tabitha James Kraan, founder, Tabitha James Kraan Organic Hair Care
  10. THE DIY QUEENS: Elsie Rutterford and Dominika Minarovic, co-founders, BYBI Beauty
  11. THE NATURAL CHANGE-MAKER: Emma Thornton, founder, True Skincare
  12. THE PEOPLE PERSON: Charlotte Vøhtz, CEO, Green People
  13. THE CONSCIOUS CURATOR: Katie Hill, co-founder, My Green Pod
  14. THE ETHICAL EDUCATORS: Gail and Gareth Després, co-founders, School of Natural Skincare
  15. THE SHINING STAR: Ailish Lucas, founder, The Glow Getter Collective
  16. THE STANDARD-SETTER: Fiona Klonarides, founder, The Beauty Shortlist
  17. THE NATURAL RETAILER: Victoria Wood, founder, Greener Beauty
  18. THE NATURALLY INSPIRED SCIENTIST: Dr Barbara Olioso, founder, The Green Chemist Consultancy
  19. THE ORGANIC ORIGINATOR: Amanda Winwood, founder, Made for Life Organics
  20. THE PURPOSEFUL PIONEER: Laura Franklin-Hollier, CEO, Persephone Beauty
  21. THE DIGITAL DOYENNE: Sonia White, CEO, LoveLula
  22. THE PINK PAMPERERS: Luke Sherriff and Kirstie Allen, co-founders, Pinks Boutique
  23. THE GRINNING GURU: Ben Wigley, co-founder, Big Green Smile
  24. THE HOUSEHOLD NAME: Robert Tisserand, consultant and educator, Tisserand Institute
  25. THE MINIMAL MASTER: Zaffrin O’Sullivan, founder, Five Dot Botanics
  26. THE RISING STAR: Madeleine White, founder, Juni Cosmetics

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