Our consumers have a higher expectation of us and our actions

MaCher Inc
5 min readMar 26, 2021


Founders of Innersense Organic Beauty, Greg and Joanne Starkman share a passion for health, hair, beauty and the planet. They started Innersense in 2005 when they realized the need for clean, pure, organic and non-toxic professional quality hair care products. They source the highest quality and Certified Organic ingredients, in the purest, most concentrated form, to create a complete, award-winning line of safe, sustainable and cruelty free personal care products.

These two seasoned beauty professionals and pioneer founders talk to MaCher

Where did your inspiration to create a business with purpose come from?

Innersense Organic Beauty Founders, Greg and Joanne Starkman

From our inception, we envisioned a brand ‘beyond business’, giving back and being change-makers along the way while creating safe, effective and sustainable products professional hairstylists and consumers can trust. Our original inspiration came through the birth of our special needs daughter, Morgan. We’ve grown to a place where we can now bring our vision to reality.

Today Innersense Organic Beauty is more than a clean hair care line; we are a lifestyle and wellness brand committed to people and the planet. We continue to be inspired by our community of beauty and wellness professionals and consumers who share our same values.

What do you think is the importance of the B Corp movement for business?

Becoming B Corp reinforces the confidence our community has in our brand. It acknowledges our commitment to social and environmental responsibility and elevates our brand as a leader in the clean beauty space. At our core, we value balancing profit with purpose.

How do you think that being a B Corp can make a difference in how or what people buy?

Consumers are more aware than ever before. They shop with their values, supporting environmentally and socially responsible companies which align with those values. They seek out brands with a mission far greater than themselves.

We believe our consumers have a higher expectation of us and our actions. B Corp certification adds yet another layer of assurance to our professionals and the people who buy our products. It ensures transparency in all aspects of the brand, from our mission to our methods, our employees, our impact on the environment, supply chain and ultimately to the consumers and communities we serve.

Have you seen evidence of this among your customers or wider market you want to attract?

We’re huge social listeners. Ours is an engaged community of professionals and consumers. They’re avid label readers with high expectations, and they let us know what they want, and expect.

And they’re present in all of our decisions. They’ve been patiently awaiting our B Corp certification and we’re excited to share the announcement (Ed. Note: Innersense Organic Beauty certified as a B Corp in January 2021 -Congratulations!).

How much does your business look to other B Corps as partners/suppliers?

We’re studying the roadmap of seasoned B Corp businesses and using it as a learning tool. Going forward, we’ll surround ourselves with like-minded, B Corp certified partners, suppliers and vendors whenever possible. We have so much to learn from each other.

We often engage in social platform collaborations. Combining efforts allows cross-marketing introductions of like-minded brands to new audiences, helping elevate awareness of complementary products in the clean space. Consumers ultimately vote with their dollars, driving positive, healthy marketplace changes.

What are your key learnings from the process of becoming B Corp certified?

Along the journey of B Corp certification, we identified gaps in our operating processes that required us to improve upon existing brand practices and enact new procedures where the need existed. That look in the mirror provided new and elevated ways of doing business. B Corp certification now provides us with an official, independent third-party to hold us accountable.

What does the future look like for your business?

We see a great future for Innersense Organic Beauty as we continue to embrace the levity of the mission ahead of us while meeting growing consumer demand. It’s our hope that one day, all beauty will be clean beauty, and even the term “clean” will not be necessary, but a new, non negotiable standard.

We foresee an expansion from hair care to a true lifestyle brand, one that serves everyone in the family. With that comes the responsibility of encouraging a circular, green economy, where 100% post-consumer resin (recycled plastic) is the expectation, not the exception. And of course, clean shampoo for everyone around the globe!

Who is your sustainability hero?

Jeannie Jarnot, founder of Beauty Heroes, is our sustainability hero for introducing her ‘Blue Beauty’ effort well before the marketplace, which is an initiative to raise the environmental and sustainability bar.

As one of our original retailers, she is encouraging companies to go beyond being sustainable and contribute to regenerating the environment. This includes efforts like innovative packaging, refillable options, compostable solutions or giving back to the environment in a meaningful way through funding, education or activations.

As a true activist, she has been an inspiration for our brand to up-level in many areas of our business.

This article has been posted by MaCher to celebrate B Corp Month 2021 and build awareness of companies that meet the highest standard of verified social and environmental performance.

Innersense Organic Beauty is pleased to be able to offer readers and B Corp supporters a one-time discount on Innersense Organic Beauty products from www.innersensebeauty.com. Use code MACHERHAIRLOVE for 15% off 30 days now through April 24th, 2021

For more information about Innersense Organic Beauty, please click here.



MaCher Inc

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