For 40 years, Jurlique has pioneered sustainable beauty with its “seed to skin” philosophy. CEO Loic Rethore discusses how the brand blends biodynamic farming, innovation, and a commitment to conscious beauty to shape the future of skincare.
Bridges: Jurlique has a rich history rooted in biodynamic farming and sustainability. What drew you to the brand, and how has your journey as CEO influenced its vision and direction?
Rethore: I was drawn to Jurlique because of its unique heritage and unwavering commitment to nature. The brand’s deep roots in biodynamic farming and its ‘seed to skin’ philosophy reflect a profound respect for the earth and its resources. Joining as CEO allowed me to align my passion for sustainability and innovation, with an Australian brand that has always been a pioneer in these areas.
Since starting in the role in 2023, I have focused on reinforcing Jurlique’s position as a leader in natural and effective beauty, investing in sustainable practices, and expanding our global reach while staying true to the values that have defined us for 40 years. Last year we achieved B Corp status, a significant milestone for us as a business. While sustainability has always been fundamental to our business, B Corp certification is the most comprehensive, globally-recognised, and whole-of-business certification around environmental and social performance. It’s a promise to our customers, our community and ourselves to uphold these high standards and continue pushing the boundaries of what it means to be a conscious beauty brand.
The “seed to skin” concept is central to Jurlique’s identity. Why do you think this approach resonates so strongly in today’s beauty industry, particularly with modern consumer demands for sustainability and innovation?
The “seed to skin” concept resonates deeply because it embodies authenticity, transparency, and a connection to nature—qualities modern consumers actively seek. In a world increasingly focused on sustainable living, our ability to trace each product back to its origin on our biodynamic farm assures customers of the purity and efficacy of our formulations. This approach also reflects innovation by merging traditional farming methods with cutting-edge science, creating high-performing, sustainably sourced products that align with evolving consumer expectations.
In a world increasingly focused on sustainable living, our ability to trace each product back to its origin on our biodynamic farm assures customers of the purity and efficacy of our formulations.
Loic Rethore, Chief Executive Officer of Jurlique
Jurlique has achieved impressive sustainability milestones, such as zero waste since 2016 and supporting biodiversity through beekeeping. What are the next major goals for the brand in its environmental journey?
Our mission at Jurlique is to inspire people to wellbeing through a connection with nature, self and others. As we celebrate our 40th anniversary this year and look ahead to the future, we hope to build an enduring company by staying true to our mission, protecting our heritage, yet embracing new ideas and innovating in ways that are meaningful to our planet, people and communities.
Building on our zero-waste achievement, our focus is on four areas which include planet, people, partners and products. We continue to optimise energy efficiency and water use reduction across all operations, increase our use of renewable energy, and further reduce our carbon footprint throughout the supply chain. We are also expanding our biodiversity initiatives, including enhancing the habitats on our farm and supporting pollinator health.
Jurlique has seen significant growth in Japan. What makes the brand resonate with Japanese consumers, and which products are most popular in this market?
Japanese consumers deeply value authenticity, craftsmanship, and purity, which align perfectly with Jurlique’s philosophy. Our biodynamic farming practices and the meticulous care we invest in creating our products resonates with their appreciation for detail and quality.
In Japan, our iconic Rose Hand Cream is particularly popular, celebrated for its signature rose scent which uplifts the senses and its botanical extracts to soothe and calm the skin, leaving hands hydrated and protected. Other favourites include the Activating Water Essence+ and Rosewater Balancing Mist, known for their nourishing and hydrating benefits, delivering radiant, healthy-looking skin.
With a goal of achieving carbon neutrality by 2030, how is Jurlique planning to evolve over the next decade to meet its sustainability and innovation targets?
At Jurlique, we understand that the choices we make today shape our future. By committing to sustainability and continually evolving our practices and products, our aim is to positively impact the planet and generations to come.
We are part way to achieving carbon neutrality, so our focus is now on carbon reduction across our whole supply chain by 2030. On the innovation front, we are committed to developing even more sustainable formulations and packaging solutions without compromising product performance. Additionally, we aim to continue innovating sustainable packaging solutions, striving for up to 100% recyclable or reusable materials by 2030.
Collaboration will also be key—we aim to partner with like-minded organisations, such as B Corp, to drive industry-wide change and inspire consumers to join us in making a positive environmental impact.
