Can major corporations truly do well by doing good?  

Alexander Habib, VP of Sustainability Communications at L'Oréal, reveals how the €43.5 billion beauty giant has embedded environmental considerations into every aspect of operations over 25 years. Chair of the Personal Care Products Council's sustainability committee, Habib explains why L'Oréal discontinued their seemingly perfect Maybelline Green Edition mascara and what it taught them about consumer behavior. "Consumers like sustainability, but not necessarily as a benefit," he notes, describing how the company shifted from separate sustainable product lines to integrating eco-features throughout their core portfolio. The conversation explores L'Oréal's SPOT tool—now a design standard for every new product—and how the company achieved record 20% operating margins while pursuing ambitious 2030 sustainability goals.  

 Alexander Habib serves as VP of Sustainability Communications at L'Oréal, where he leads storytelling for the beauty giant's ambitious environmental transformation. With a career rooted in impact-driven work, Habib transitioned from New Jersey politics and campaigns to corporate communications, bringing policy expertise to sustainability advocacy. As chair of the Personal Care Products Council's sustainability committee, he helps scale sustainable practices across the beauty industry, from major corporations to small players. His work focuses on embedding environmental considerations into every aspect of business operations, from product design to market strategy, demonstrating how financial and environmental performance can be inextricably linked for long-term business resilience.  

 In This Episode:  

(00:00) Alex's career journey from politics to sustainability communications  

(08:18) Leading sustainability committee at Personal Care Products Council  

(12:02) L'Oréal's 25-year sustainability commitment and age of adoption story  

(17:23) Financial performance aligned with environmental impact and business resilience  

(22:00) Closing remarks and Antenna Group information  

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About the show:  

The Age of Adoption podcast explores the monumental transition from a period of social, economic, and environmental research and exploration – an Age of Innovation – to today's world in which companies across the economy are furiously deploying sustainable solutions – the Age of Adoption. Listen as our host, Keith Zakheim, CEO of Antenna Group, talks with experts from across the climate, energy, health, and real estate sectors to discuss what the transition means for business and society, and how corporates and startups can rise above competitors to lead in this new age.  

This podcast is brought to you by Antenna Group, a global marketing and communications agency that partners with Fully Conscious brands — those with the courage to lead transformative change across Climate & Energy, Real Estate, Health, and beyond. Our clients include visionary corporations, startups, investors, and nonprofits who recognize that meaningful impact requires more than awareness; it demands bold action. In today's Age of Adoption, where every sector must incorporate sustainable solutions into foundational systems, we amplify brands standing at the forefront of change, shaping a better future for our planet and its people. To learn more, visit antennagroup.com.  

Resources:  

Alexander Habib LinkedIn: https://www.linkedin.com/in/alexhabib/  

Antenna Group  

Keith Zakheim LinkedIn