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Krave Beauty

Krave Beauty

Evaluation Completed: 
January 29, 2026

Krave Beauty is an interesting company to learn about. The company provides more detailed information than many other companies about some types of impacts for their products. For example, they provide estimates of product level impacts related to climate and waste. Given the apparent emphasis the company places on sustainability we were surprised by the number and types of gaps we found during our research. This was particularly true on the topic of ingredient safety. We also found disturbing inconsistencies related to the way the company represents greenhouse gas emissions which undermine the credibility of their efforts in our opinion. There are a few solid sustainability-related efforts in place and we always like to see a B-corp certification. But we hope the company will move beyond elaborate visualizations and offset-based certifications moving forward to better live up to the clear intention being communicated.

Hilde Status:

Avoid

Consider

Recommended

We try to avoid purchasing or using products made by this company or their brands in our homes.
We may decide to purchase or use products made by this company or their brands in our homes when other options are not accessible.
We regularly try to purchase and use products made by this company or their brands in our homes.
Hilde Ratings
Topic
Rating
Ingredient Safety
Environmental impact
People Benefits
Accountability
Hilde Approved Certifications
No Hilde approved certifications included
Hilde Likes

Commitment to ethical business practices

Engagement on public policy

Mission alignment with sustainability

Providing full ingredient disclosure

Taking steps to reduce packaging impacts

Opportunities for Improvement

Additional disclosure needed on people benefits efforts

Additional disclosure needed on environmental efforts

Linking incentives & sustainability performance

Crafting a strong Supplier Code of Conduct

Launching a responsible sourcing program

Committing to a science-based climate goal

Improving producer responsibility

Verification of benefits for people efforts

Providing paid maternity leave

Launching efforts to protect biodiversity

Parent Company:
None
Owned Brands:
None
Product Types:
Skincare, body care, sun care

Evaluation Summary

Company Insights

Category Definition

Our ingredient safety evaluation criteria are designed to help us determine how a company measures, manages, and discloses, the use of chemicals of concern that may be present in raw materials, ingredients, manufacturing processes, and finished products.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Criteria included in this category include but are not limited to goals, policies, practices and outcomes for the following topics:

Product & Packaging Circularity
Climate Protection, Biodiversity Protection
Goals & Metrics
Impact Reduction
High Quality Certifications
Other Topics
Ranking: Top 25%

Company ranks in the top 25% of companies currently rated by Hilde in the

Personal Care

industry

Ranking: Bottom 25%

Company ranks in the bottom 25% of companies currently rated by Hilde in the

Personal Care

industry

Hilde Likes

Taking steps to reduce packaging impacts

This company is taking some good initial steps to reduce the environmental impacts of their packaging like using post-consumer recycled raw materials

Opportunities for Improvement

Additional disclosure needed on environmental efforts

We would appreciate more information from this company on their environmental impact reduction efforts to enhance our evaluation of their policies, practices, and impacts

Committing to a science-based climate goal

We would love to see this company build on their existing climate efforts by publicly adopting a greenhouse gas emissions reduction goal aligned with a science-based approach

Improving producer responsibility

Given the hard to recycle nature of many kinds of the products this company makes and sells we would like to see this company provide a manufacturer takeback or recovery program beyond what is required by state or local laws

Launching efforts to protect biodiversity

We would like to see this company take steps to understand and mitigate the impacts their operations, supply chain, or products have on biodiversity, nature, and ecosystems and communicate about them publicly

Category Definition

Our ingredient safety evaluation criteria are designed to help us determine how a company measures, manages, and discloses, the use of chemicals of concern that may be present in raw materials, ingredients, manufacturing processes, and finished products.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Criteria included in this category include but are not limited to goals, policies, practices and outcomes for the following topics:

Responsible Sourcing
Living Wages
Paid Maternity Leave
Supply Chain Transparency
High Quality Certifications
Other Topics
Ranking: Top 25%

Company ranks in the top 25% of companies currently rated by Hilde in the

Personal Care

industry

Ranking: Bottom 25%

Company ranks in the bottom 25% of companies currently rated by Hilde in the

Personal Care

industry

Hilde Likes
None Identified
Opportunities for Improvement

Additional disclosure needed on people benefits efforts

We would appreciate more information from this company on their people benefits efforts to enhance our evaluation of their policies, practices, and impacts

Crafting a strong Supplier Code of Conduct

We think this company should craft or revise their existing code of conduct to align with recognized international standards

Launching a responsible sourcing program

We would like this company to launch a responsible sourcing program that includes an internal policy, defines higher-risk raw materials, and their process for mitigating impacts to people & the planet

Verification of benefits for people efforts

This company should start using or expand their use of high-quality certifications related to strengthen their claims related to creating benefits for people

Providing paid maternity leave

We would like to see this company adopt a paid maternity leave policy for their employees that goes beyond regulatory requirements and share it publicly

Category Definition

Our ingredient safety evaluation criteria are designed to help us determine how a company measures, manages, and discloses, the use of chemicals of concern that may be present in raw materials, ingredients, manufacturing processes, and finished products.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Criteria included in this category include but are not limited to goals, policies, practices and outcomes for the following topics:

Mission Integration
Advocacy
Public Reporting & Disclosure
Performance Incentives
Ethical AI
High Quality Certifications
Ranking: Top 25%

Company ranks in the top 25% of companies currently rated by Hilde in the

Personal Care

industry

Ranking: Bottom 25%

Company ranks in the bottom 25% of companies currently rated by Hilde in the

Personal Care

industry

Hilde Likes

Commitment to ethical business practices

We value that this company is a certified B-Corp because it demonstrates a credible commitment to pursuing ethical business practices

Mission alignment with sustainability

We appreciate that this company has included safety and sustainability as part of their mission

Opportunities for Improvement

Linking incentives & sustainability performance

We think this company should link incentives for key internal stakeholders to performance on sustainability goals and share those metrics publicly to help drive action on these issues

Category Defition

Our ingredient safety evaluation criteria are designed to help us determine how a company measures, manages, and discloses, the use of chemicals of concern that may be present in raw materials, ingredients, manufacturing processes, and finished products.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Real people (not AI) do our evaluations. If you think you see something we missed, please contact us. You can read more about our company evaluation methods and check some of the limitations of our evaluations.
The content on this site, including for example the evaluations and ratings, are for informational purposes and represent solely the opinions of Hilde. They do not represent endorsements or investment advice.
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