Charleston, SC based Bright Beauty Collective and founder Susannah Dellinger are bringing conscious beauty products to the forefront

Did you know the global beauty industry contributes 100 billion units to total plastic packaging consumption annually? Add on energy consumption, waste dumping, waterway contamination and the over-sourcing of indigenous ingredients, and it’s clear why the beauty industry is ranked as the second highest contributor to the planet’s pollution, behind oil and gas. With so many ingredients listed on a beauty product that are unfamiliar, harmful and misleadingly labeled, it’s easy to question what we’re consuming. Since 2009, 595 cosmetics manufacturers have reported using 88 chemicals in more than 73,000 products that have been linked to cancer, congenital disabilities or reproductive harm.

Enter Susannah Dellinger, founder and CEO of Bright Beauty Collective (BBC) and a pioneer of conscious beauty. After working over 17 years as a top executive for leading luxury beauty brands, Dellinger started a personal health journey when faced with sudden hormonal issues, adult-onset acne, unexplained infertility and a devastating miscarriage. She soon realized the ugly truth about the world of beauty: it was doing more harm (to both herself and the planet) than good. 

Dellinger began to discover effective brands with beautiful skincare and makeup products that left out toxicities, utilized alternative energy sources, gave back to the community, used reusable packaging and minimized beauty’s footprint on the planet. With a firm belief that these rising conscious beauty brands could compete against the big names if given the right access to retail advantages, she founded BBC in October 2021, a leading retail sales agency based in Charleston dedicated to elevating best-in-class conscious beauty brands in top retailers nationally and beyond. Using her expertise in luxury beauty, Dellinger is giving conscious beauty brands and their founders a voice, presence and the tools to stand out on the shelves, with the hope that big-name brands will take notice and start following suit. 

BBC works with elevated, conscious beauty brands Indie Lee, OGEE, One Love Organics, Jillian Dempsey, RMS Beauty, Solara Suncare and Kjaer Weis. For brands to be considered conscious, they must meet the Bright Beauty Standard consisting of four key elements:

Product – Creating thoughtful formulations while valuing high performance and innovation. 

Planet – Reducing their impact on the planet and its climate. 

People – Demonstrating a commitment to social responsibility, diversity, equity, inclusion and community (with BBC itself donating 3-5% of monthly profits to OneWorld Health). 

Progress – Driving progress in the industry to truly make a better world through beauty. 

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