Meet the newest B Corp in beauty: Selfnamed

Apr 20

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Today we're sharing something we've been working toward quietly for a long time: Selfnamed is officially a Certified B Corp oratio n.

For anyone building a beauty brand on top of Selfnamed, that's not just a new logo on our site. It's a third party, one of the most rigorous in the world, confirming that the company making your products holds itself to measurable standards on how it treats its workers, sources its ingredients, and runs its operations.

What B Corp actually is

B Corp is a certification issued by B Lab, a nonprofit that has spent more than fifteen years trying to answer a simple question: what would it look like if a company were legally and operationally accountable not just to shareholders, but to its workers, its customers, its community, and the environment.

To become a B Corp, a company has to take the B Impact Assessment which consists of roughly 200 questions. Reviewers dig into governance structures, supply chains, employee pay and benefits, environmental footprint, customer protections, and community impact. Every answer has to be documented. Every claim has to be verifiable.

The median score across all businesses that take the assessment is around 50. To certify, a company has to clear 80. Selfnamed has qualified with an overall B impact score of 84.

Selfnamed’s CEO Anete Vabule says that “the B Corp certification is another confirmation that sustainability and responsible production is part of our DNA. Our goal is to help the next generation of beauty brands to build sustainable and strong companies.”

Once certified, companies have to continually improve their operations and recertify every 3 years.

Why B Corp matters

The short version: most certifications tell you something about a product. B Corp tells you something about the company that made it.

That matters in beauty specifically, because the industry has spent the last decade getting very good at saying the right things on a label (e.g. clean, conscious, sustainable, founder-led) while outsourcing production to a supply chain that has little public accountability. Legacy contract manufacturers don't publish their labor practices. They don't disclose their environmental impact. They're not audited on how they treat the small brands that depend on them.

B Corp changes that for the companies willing to put themselves through it. It's the same standard behind Patagonia, Allbirds, and Dr. Bronner's – brands that are known for walking the talk, not just talking it. And it's deliberately hard to get, which is the whole point.

What this means for the brands we make

We want to be clear about one thing up front – brands that produce with Selfnamed can't put the B Corp logo on their own products or in their own marketing. That's how the certification is designed to work, and we think that's right.

What you do get is a manufacturing partner whose governance, labor practices, sourcing, and environmental footprint have been independently evaluated and held to a measurable standard. When you tell your customers you've been thoughtful about who makes your product, you have something real to point to.

What's next

B Corp isn't a finish line for us. The assessment process surfaces specific areas to improve on, and the recertification cycle makes sure we actually do. For now, thank you to every brand, every founder, and every team member who has trusted us with their product over the last four years. This certification belongs to you as much as it does to us.