B Corp: Our sustainability basecoat
Pink Gellac has been a certified B Corp since October 2024. For us, B Corp is more than just a label; it is our toolkit for making a positive impact on people and the
planet. It is also our commitment to continuous improvement. The foundation has been laid, but this is only the beginning. That is why we call it our sustainability basecoat.
B Corps are companies that, in addition to making a profit, work towards an inclusive and sustainable economy. Becoming a B Corp means meeting high standards in all areas, from your management to how you care for your team, your community, the environment, and of course you, our fans.
This is not easy in the beauty and nail polish industry. The sector faces unique challenges in terms of product packaging and material supply chains. But at Pink Gellac, we are determined to pave the way for others and show how beauty brands can contribute to a sustainable future.
During the B Corp certification process, your entire company is thoroughly screened. You earn points by proving the positive impact you make. Of the possible 200 points, you need at least 80 to pass. Pink Gellac obtained the B Corp certificate in October 2024 with a score of 86.9 points. We are determined to build on this foundation. The standards you must meet to become a B Corp have now been revised, and starting in 2026, companies will be assessed according to the new standards. This means that a company must meet minimum requirements in each area and that it is no longer a matter of achieving a total number of points.
This is what we’ve been working on
Becoming a B Corp means rolling up our sleeves and taking impactful steps. The process has helped us to clearly map out where we are now and how and what we can develop further in the future.
This is what we tackled right away:
We set up our sustainability strategy
Our B Corp journey inspired us to create a clear sustainability roadmap for the next four years. Now we can wholeheartedly make an even greater impact on our community, our products, our packaging, our supply chain, and of course our team.
This is what we have achieved so far:
- Thuiswinkel sustainability certification obtained in June 2025. This certification focuses on making e-commerce activities more sustainable, including packaging,
delivery, returns but also strategy, circular economy, and product range. - The sustainable packaging project: We aim to have all our packaging FSC® certified. Together with our supplier Smurfit Kappa, we have reduced the size of most of our shipping boxes for a better fit. This results in a 15% reduction in cardboard volume compared to 2023. In 2026, we will launch a smaller, modular version of our large starter set, without the plastic inlay, which will result in a 20% reduction in CO2 emissions compared to our current starter set. All our accessory packaging has been plastic-free since 2025.
- Returns: our return rate has improved from 0.8% in 2022 to 0.6% in 2023 and 2024.
- Code of Conduct: All our manufacturing partners have signed our Code of Conduct, which sets out clear guidelines for sustainability, social responsibility, and ethical business practices.
- Environmental Management System (EMS): We have mapped all our direct emissions. We are working with our supply chain to reduce our broader environmental footprint.
- Employees as sustainability leaders: We encourage our passionate employees to take the lead on important sustainability issues.
- Biweekly store deliveries: Starting in 2024, we will deliver to our brand stores every two weeks instead of every week.
- Sustainable shipping options: We have revamped our online checkout in collaboration with Monta. You can now choose more sustainable shipping options with partners such
as Budbee, as well as delivery to a parcel point to avoid unnecessary transport movements. - From February 2026, we will be moving to a new emission-free e-commerce warehouse from Monta. Here, we will be working in an even more sustainable and socially responsible way:
- Energy management according to ISO 50001, which means they use energy
carefully and efficiently. - All the needed electricity is generated by solar panels.
- Collaboration with people who are distanced from the labour market.
- Up to 30% less CO₂ thanks to smart packaging machines.
We empower self-expression
Creating impact goes beyond what happens behind the scenes; we also like to use the power of our brand to initiate positive change. We are already proud supporters of Pink Ribbon, but we wanted to do even more. That's why we used the Theory of Change model to explore where Pink Gellac can make a difference in the world. This strategic framework helped us see how specific actions lead to meaningful, long-term results and mapped out a clear path to our goals.
At Pink Gellac, celebrating self-expression has always been at the core of who we are. But we want to take it even further! Self-expression makes you feel like you belong and gives your self-confidence a huge boost. But it's not always easy. Social norms and fear of being judged negatively can sometimes get in the way of self-expression. We want to change that. That's why we've refined our impact mission: to empower and inspire individuals from minority groups to express themselves.
We supercharge our Team
Our employees are invaluable to us. We know that we can only continue to grow at this pace if we grow together. That's why we are committed to creating a workplace where everyone can shine:
- We conduct an annual employee survey and are extremely proud that our colleagues give us a score of 8 or higher every year, well above the retail benchmark.
- We have established a Diversity, Equity, and Inclusion (DE&I) policy and team. We have also been able to reconfirm that we offer equal pay across different diversity dimensions and monitor this every quarter. All employees have also completed the DE&I training. This is now a fixed part of our onboarding process for new colleagues.
- We launched Open Up, a platform that offers all our employees and their families free and unlimited access to psychologists, lifestyle experts, and resources on well-being.
- We continue to invest in the growth of our team through training and development opportunities, so that everyone can shine in their role.
Although we are proud of what we have already achieved, the B Corp process has shown us that there is still so much more to tackle. Fortunately, we love a challenge, so we are determined to keep going.
To do
- More sustainable purchasing: We work closely with all our suppliers to ensure that they continue to meet our high environmental and social standards. For new suppliers,
sustainability is an absolute must! - Supplier evaluation: We review all our suppliers annually to ensure they continue to align perfectly with our sustainability goals, both socially and environmentally.
- Ingredients: We are exploring the possibilities of biobased options for our gel nail polish and other product ranges as part of our mission to make our products as sustainable as possible.
- Mica: Part of our range contains certified natural mica. Mica is a mineral that gives nail polish a shiny effect. For items containing mica, we are starting a transition phase with the aim of completely phasing out natural mica by the end of 2026. We have opted for synthetic mica because its stability and quality are well suited to our needs. In addition, the extraction of natural mica carries risks of poor working conditions and child labour. We want to completely eliminate these risks. That is why, in collaboration with our suppliers, we have made a conscious decision to switch completely to synthetic mica.
- Optimizing logistics and packaging: Together with Monta, we continue to work on our logistics to reduce CO2
emissions and are working towards CO2-neutral shipments with all our delivery partners. The move to Monta's emission-free warehouse is a major step in this direction. We are also committed to continuously optimizing our product and shipping packaging. - Plastic reduction: Starting in 2026, we will stop using plastic sleeves around the caps of our nail polish bottles in all of our collections. These sleeves are used for decorative purposes and have no functional use.
Our fans mean everything to us at Pink Gellac. That's why we'd love to hear what you think! Do you have any questions, ideas, or feedback about our sustainability plans? Feel free to send us a message.