This article is part of our Beauty and Cosmetics feature: discover it here
Combining the use of ingredients derived from bees with a focus on protecting biodiversity and conserving pollinators: this is the “beegan” approach of Beesline, a cosmetics company founded in Lebanon in 1993 and operating primarily in the SWANA (South West Asia and North Africa) markets, with plans to expand into Europe.
At the root of the philosophy of the company, certified B Corp and a signatory to the United Nations Global Compact, lies apitherapy: honey, propolis, royal jelly and beeswax are the hive products chosen for their multifunctional properties in cosmetics. However, over time, the brand’s relationship with the world of bees has evolved, incorporating a dedication to ethical beekeeping and the protection of wild bees.
Cosmetics to the bees' rescue
According to Beesline, the rising vulnerability of pollinators requires an approach that goes beyond the responsible sourcing of raw materials to include awareness-raising, research and conservation activities. “We use only bee by-products sourced from ethical and sustainable suppliers,” Marianne Itani, Beesline’s Sustainability Manager, explains to Renewable Matter. “We have built a set of initiatives centred around this theme under the Generation Beegan project, including educational programmes for schools, consumer information and engagement initiatives, and a wild bee monitoring project in Lebanon, which was developed in collaboration with the NGO Lebanon Reforestation Initiative.”
The programme is designed to collect data on local bee fauna and to assess threat levels and conservation strategies, applying the criteria of the IUCN (International Union for Conservation of Nature) Red List: the aim is to produce a Red Book of the Bees of Lebanon, with guidelines dedicated to the protection of wild species.
Ingredients and supply chains
Beesline formulas contain from 90 to 100% natural ingredients. This choice calls for a rigorous approach not without complexity: “The natural origin of an ingredient does not automatically equate to greater safety or efficacy; for this reason, every ingredient, whether natural or synthetic, is evaluated on the basis of precise scientific criteria,” explains Itani.
In some cases, the use of synthetic or nature-identical ingredients is necessary to ensure product safety, stability and the overall consumer experience. “Thanks to advances in green chemistry, however, it is now possible to develop high-performance formulas with a very high natural content, while maintaining high standards of safety and quality.”
Alongside the topic of formulas, another key element is supply chain management. “Operating in a regional context characterised by constant instability – whether geopolitical, logistical or economic – we have over the years developed a model focused on agility, resilience and adaptability.”
The supply chain is managed in an integrated manner, from the procurement of raw materials to distribution, combining in-house production capacity with a network of strategic subcontractors. “The supply chain is not an isolated function, but rather an element connected to commercial strategy, innovation, finance and the customer experience. Planning is carried out through a collaborative approach based on Sales & Operations Planning processes, aiming to align demand, production capacity and financial objectives.”
B Corp certification as an operational lever
In 2026, Beesline obtained B Corp certification, “confirming an approach already deeply rooted in our identity”. The assessment process contributed to strengthening internal systems, ESG policies and performance measurement mechanisms. “Overall, it has fostered greater integration of sustainability criteria into business decisions, taking into account the impact on employees, suppliers, communities and the environment,” explains Itani.
One of the elements that Beesline identifies as central to its ESG strategy is the issue of inclusion: “In addition to adhering to both the UN Global Compact and the Women’s Empowerment Principles, we have also developed a comprehensive set of policies dedicated to health and safety, equal pay, inclusion, the protection of human rights and the prevention of harassment. We have achieved significant results in the area of gender equality, and, for two consecutive years, we have received the UN Global Compact’s SDG Pioneer Award.”
European expansion and sustainability challenges
While its core business remains focused on the SWANA markets, Beesline began expanding into Europe in 2023. “We have entered the French market through the pharmacy channel, launched operations in Italy, and are also present in Germany, Romania and Cyprus,” explains Itani.
International expansion comes with new challenges, especially in terms of regulation and communication. According to the company, the European market for sustainable cosmetics is still highly fragmented and characterised by very different levels of consumer awareness. On the one hand, the demand for transparency is growing; on the other, information overload often makes it difficult to distinguish between verifiable data, green claims and simplified messages. “Furthermore, not all distribution channels are equipped to educate consumers at the point of sale. For this reason, it is necessary to invest in training initiatives and establish guidelines for communicating sustainability.”
Looking ahead to the coming years, Beesline has set itself the priorities of strengthening sustainable sourcing, developing circular economy practices and continuously improving working conditions, with the goal of achieving ISO 45001 certification for occupational health and safety.
The stated vision is “to become a global innovator in conscious cosmetics”, as part of a wider transformation of the cosmetics industry, where sustainability, transparency and social responsibility are becoming structural factors rather than mere add-ons.
Cover: photo by Envato