“It’s essential that business balances profit with purpose” — Oriele Frank
Discover the Vision Behind Elemis: Oriele Frank, the co-founder of the revolutionary British skincare brand Elemis, teamed up with CEO Séan Harrington and Global President Noella Gabriella in 1990. After being acquired by the L’OCCITANE Group in 2019, Elemis has established itself as a beloved choice among natural beauty enthusiasts globally. The brand focuses on a holistic approach to skincare, providing high-end products crafted with natural actives, innovative scientific methods, and patented skincare technologies that yield proven results.
As a recognized authority and trailblazer in the beauty industry, Frank has played a pivotal role in shaping Elemis’ product development, formulations, packaging, and visual branding since its inception. Currently, she holds the position of Chief Product & Sustainability Officer on the Elemis Board, steering the brand’s global commitment to sustainability. Frank is integral in the creation of next-generation skincare, body care, and wellness products that emphasize advanced scientific techniques and sustainable practices.
In this engaging Q&A, Frank elaborates on the importance of Elemis’ recent B Corp certification, reflects on her current responsibilities, and shares insights into how she and the brand are striving to promote sustainability in the travel retail sector.
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How Has Your Personal and Professional Journey Shaped Your Role at Elemis?
My passion for science, nature, and sustainability has always been a driving force behind the development of Elemis. We strive to remain at the forefront of the wellness industry, which has long fascinated me, as I grew up surrounded by the wonders of nature and the therapeutic world of aromatics. Following my university studies, I embarked on a global journey, learning traditional Thai massage in Thailand, as well as delving into aromatherapy, anatomy, and physiology. My academic pursuit culminated in studying ‘Leadership in Sustainability’ at Cambridge University, which prepared me for my current role as Chief Product and Sustainability Officer. It’s a significant responsibility, as sustainability holds immense importance for the brand, our consumers, and the larger community.
It’s vital for businesses to harmonize profit with purpose, which is why collaborating with L’OCCITANE Group—a global leader in sustainability and Corporate Social Responsibility (CSR)—is so rewarding. At Elemis, we’re committed to supporting biodiversity, addressing the climate crisis, and promoting the health and wellness of individuals while ensuring the brand’s global growth. My role allows me to drive positive changes in sourcing and manufacturing practices, securing a sustainable future for our products.
Elemis has proudly achieved B Corp Certification, joining over 6,000 purpose-driven businesses committed to fostering a more regenerative economy and sustainable future.
What Are Your Key Priorities and Vision as Chief Product & Sustainability Officer?
We are dedicated to protecting and restoring biodiversity, fostering a positive impact on the climate, and empowering our teams and communities for a brighter future. Our biodiversity initiatives aim to enhance the eco-design of our formulations, ensuring that by the end of 2023, all new rinse-off products will be made from at least 95% biodegradable materials. Additionally, we are committed to providing full traceability concerning the origin of raw materials, emphasizing responsible sourcing and supporting regenerative farming practices. Carbon sink projects are also a focal point, merging our biodiversity efforts with our climate initiatives.
Moreover, we aim to continue developing educational programs and workshops for both our staff and customers centered around health, wellness, and sustainable living. So far, over 10,000 employees and clients have participated in our online Sustainability Training, which is incredibly rewarding. Our commitment to creating a trustworthy brand that prioritizes Diversity, Equity, and Inclusion (DE&I) is essential for our employees, suppliers, customers, and the wider community. We will persist in providing DE&I training and mentorship programs for all employees, ensuring equitable wages and working conditions.
To combat the climate crisis, we actively measure and assess our carbon footprint and have committed to reducing our carbon emissions across our entire value chain by 2030. Packaging sustainability is a high priority for us, focusing on minimizing size or implementing new recyclable and reusable alternatives, including recycled content.
Enhanced packaging, reduced carbon footprints, eco-friendly formulas, and a commitment to DE&I are top priorities for Frank as Chief Product & Sustainability Officer.
What Does B Corp Certification Mean for Elemis and How Was It Achieved?
Driven by our extensive sustainability goals and the desire to align with our brand’s core values, we embarked on the journey to achieve B Corp certification over 18 months ago. Operating as an independent subsidiary of L’OCCITANE Group, Elemis conducted its own B Impact Assessment, distinct from the Group’s operations, committing to B Corp certification throughout 2023.
To qualify as a B Corp, companies are evaluated across five key areas: governance, workers, community, environment, and customers. We are delighted to announce that we scored an impressive 93 points (with the threshold being 80 points). Elemis now proudly joins an international movement of over 6,000 purpose-driven businesses that meet B Corp’s rigorous standards. Together, we are committed to being a significant force for good in the world.
The Elemis Pro-Collagen range continues to be the brand’s best-selling collection, celebrated for its effectiveness and luxurious formulations.
Elemis is dedicated to reducing carbon emissions across its entire value chain by 2030, contributing to a more sustainable future.
How Has L’OCCITANE Group Enhanced Elemis’ Sustainable Goals?
The L’OCCITANE Group has played a crucial role in supporting and guiding the Elemis team in its sustainability and CSR initiatives, offering a wealth of experience and expertise. The Group has encouraged Elemis to embrace the importance of profit with purpose, fostering a transformative mindset. While Elemis plans for positive global expansion, we understand that our success must be measured against our impact on the world and how we can benefit both people and the planet.
How Do You Balance Innovative Product Development with Sustainable Practices?
From the very beginning, Elemis has committed to working harmoniously with the natural world, harnessing scientific innovation in natural biotech. Our formulations feature a luxurious texture library infused with the power of nature, utilizing oils and extracts derived from various plants, trees, fruits, and seaweeds. At Elemis, we strive to balance our reliance on natural resources with scientific actives, demonstrating that we can positively impact the planet while growing in size and global reach over our 30-year history. We want consumers to choose our brand based on our transparency and robust sustainability ethics for the future.
Is It Difficult to Reduce Packaging Waste as a Luxury Brand Without Alienating Customers?
We actively encourage both our suppliers and customers to join us on our sustainability journey, clearly communicating the importance of these initiatives across all channels. We have set ambitious goals, including our pledge to offer 100% recyclable or reusable packaging whenever feasible by the end of 2025. Our message emphasizes that ‘less is more’ when it comes to packaging, reinforcing the idea that premium luxury can also be sustainable.
How Is Elemis’ CSR Business Model Defined, and How Do You Engage Employees and Stakeholders?
Our mission is to empower brands within the beauty industry to collaborate and influence long-term, meaningful change. My position on the steering committee of the Sustainable Beauty Coalition (SBC)—a group of experts and brand leaders formed by the British Beauty Council—ensures that we collectively drive change across the industry and beyond. The coalition aims for beauty brands to come together to share best practices and contribute to solutions rather than compete directly.
At Elemis, we are committed to donating 1% of revenue by the end of 2026, supporting both social and environmental causes closely linked to our brand ethos. Our social initiatives focus on disease prevention, mental health, and wellness, while our environmental efforts prioritize clean rivers and oceans, as well as nature regeneration. All employees participate in volunteer days and attend charity workshops, with future mentorship programs scheduled for execution in 2023.
Diversity, Equity & Inclusion are central to the Elemis philosophy, with employees actively participating in clean-up initiatives and volunteer efforts to support both people and the planet.
Has Elemis Implemented a DE&I Policy? How Do You Involve Employees?
Elemis has introduced compulsory DE&I E-Learning modules for all employees, with regular updates to broaden understanding of various Diversity, Equity, and Inclusion topics, emphasizing their significance to our business and workforce. With this enhanced knowledge, each employee can contribute significantly to fostering a positive and inclusive work environment where everyone feels valued, heard, and included.
How Have Consumer Buying Habits Shifted in Travel Retail Post-Pandemic?
There is a noticeable shift towards consumers seeking more meaningful shopping experiences centered around quality, nature, well-being, and sustainability. With a resurgence in makeup sales following the pandemic, we’ve experienced heightened demand for our cleansers, moisturizers, and skincare products. Customers now desire a more personalized and engaging approach to shopping in airports, driven by inspiring pop-ups, interactive technology, and augmented reality. They are increasingly looking for expert guidance, and our Elemis skincare therapists are dedicated to recommending tailored products that cater to each customer’s unique needs at that moment.
Is the Travel Retail Industry Adequately Addressing Sustainability Challenges?
The travel retail sector must enhance its sustainable practices, particularly in constructing retail environments using more recyclable materials. Innovation is required in single-use sampling and reducing packaging waste. The industry has room for improvement, making it essential for all stakeholders within the travel retail and airport ecosystem to engage in open-source sharing and collaborate at every level to drive meaningful and lasting change.
What Innovations and Trends Do You Foresee in Travel Retail This Year?
We anticipate that travel retail areas will evolve into more immersive and exciting shopping experiences, leading to longer dwell times. This shift will enhance personalized services, including high
Sienna Blake is a licensed aesthetic consultant and beauty writer specializing in cosmetic surgery advancements and non-invasive treatments. With a background in dermatology and over eight years of industry experience, Sienna is passionate about helping people achieve confidence through informed beauty decisions. She holds a Bachelor's degree in Health Sciences and regularly collaborates with top plastic surgeons to stay at the forefront of aesthetic innovations. Outside of her work, Sienna enjoys traveling, skincare research, and practicing Pilates.