Trump might label them “green scams”, but firms are quietly getting on with multi-million-dollar sustainability projects. Just ask beauty giant L’Oréal

Fortune

by Kamal Ahmed

February 19, 2026

AI-Generated Deep Dive Summary

L’Oréal, a global beauty giant, is proving that sustainability can be both environmentally impactful and financially rewarding. Despite political shifts and skepticism, such as former U.S. President Donald Trump’s dismissal of climate initiatives as “green scams,” companies like L’Oréal are doubling down on sustainable practices to enhance their bottom line while addressing global challenges. The company has embraced a strategy it calls “dual excellence,” merging environmental responsibility with economic success. This approach not only aims to reduce its carbon footprint but also to create cost-effective, innovative products that appeal to environmentally conscious consumers. One of L’Oréal’s notable sustainability projects is the Water Saver showerhead, developed in partnership with Swiss startup Gjosa. This product uses 70% less water, making it a game-changer for salons looking to cut costs and reduce their environmental impact. Additionally, L’Oréal has set ambitious targets for its packaging, aiming to make all of it reusable, refillable, recyclable, or compostable by 2025. To achieve this, the company is collaborating with innovative firms to explore sustainable materials like heat-resistant sugarcane and seaweed-based packaging. L’Oréal’s commitment to sustainability extends beyond environmental goals; it’s a strategic business move. By aligning eco-friendly practices with consumer values, the company can attract new customers, foster brand loyalty, and drive long-term growth. This dual focus on profit and purpose is not just beneficial for the planet—it’s also a smart investment in future-proofing their business against economic uncertainties and shifting consumer priorities. For businesses, L’Oréal’s approach offers valuable lessons. Sustainability doesn’t have to be at odds with profitability; it can be a key driver of innovation and revenue. By prioritizing sustainable practices that resonate with consumers, companies can build stronger brands, foster customer loyalty, and contribute to a more sustainable future—all while enhancing their financial performance.

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Originally published on Fortune on 2/19/2026