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From Industry Insider to Impact Leader: How Jennifer Norman is Redefining Beauty with Purpose

By: Small Business Trendsetters

A New Era of Beauty with The Human Beauty Movement 

After spending more than two decades in the conventional beauty industry, Jennifer Norman reached a personal and professional crossroads. With years of experience at powerhouse brands like L’Oreal, Victoria’s Secret, and Neutrogena, she made a bold pivot—one that prioritized inner well-being and conscious living over consumerism and profit margins. This new path led to the founding of The Human Beauty Movement (HBM), a company rooted in holistic wellness, mindfulness, and purpose-driven innovation. 

Offering Beauty That Starts Within 

The Human Beauty Movement is more than just a skincare brand—it’s a philosophy and a platform. Offering services like mindfulness workshops and stress management programs, HBM focuses on wellness from the inside out. Thanks to partnerships and grants from institutions like the LA County Department of Mental Health, the organization is able to provide community-based mental wellness initiatives in Los Angeles and beyond. 

Their consumer-facing branch, Humanist Beauty, delivers a skincare line that embodies these principles through clean, ethical formulations. There’s also The Human Beauty Movement Podcast, which expands the conversation around beauty, wellness, and self-empowerment. 

Dual-Model Business: Impact in Both B2B and B2C 

HBM serves both individuals and institutions. While workshops and wellness programs are often offered through corporate partnerships, the skincare line and select community events cater directly to consumers. This dual approach allows the organization to amplify its impact across different sectors, bridging the gap between wellness culture and modern business. 

Choosing Purpose Over Profit 

Years in corporate beauty revealed patterns that began to challenge Jennifer’s values. Many decisions, even at top levels, were driven purely by profit, often at the expense of ethics, sustainability, or genuine care for people. This realization sparked her commitment to do things differently—with transparency, intention, and integrity. 

Rather than continue in a system that conflicted with her beliefs, Jennifer turned to a model that embraced what she truly cared about: community, environmental responsibility, and authentic beauty. That journey led her to certify The Human Beauty Movement as a B Corporation—a rigorous process that ensures businesses meet the highest standards for social and environmental impact. 

Leading with Heart: Building a Mission-Driven Team 

Jennifer emphasizes that real leadership in mission-driven organizations comes from a place of love, purpose, and alignment. She believes success should be measured not only by profit but by the legacy left behind—how a business uplifts its people, supports its community, and cares for the planet. 

To do this, leaders must create space for stakeholders—employees, partners, customers, and suppliers—to feel heard and valued. It’s about transparency, collaboration, and shared goals. From giving back to the community, to supporting employee well-being, Jennifer is building a model that leads with empathy and soul. 

Tips for Living a More Mindful Life 

Jennifer’s holistic approach isn’t reserved for companies—it’s accessible to individuals, too. She encourages people to step back from the noise of daily life and create quiet moments for reflection. That could be as simple as a 5-minute meditation or a short walk to check in with oneself. 

Through regular mindful practices, individuals can reconnect with their needs, build resilience, and experience a more empowered life. When people take care of themselves first, they’re better equipped to care for others, create change, and lead with intention. 

Creating Humanist Beauty: A Mindful Product Journey 

Developing Humanist Beauty required a deliberate and thoughtful process. From choosing ethically sourced, fair trade, and organic ingredients, to minimizing plastic packaging and avoiding misleading marketing, every step was taken with care. 

There was no rush to market—only a commitment to quality, sustainability, and consumer trust. Products were thoroughly tested, not only for effectiveness but also for stability and safety. Even the branding was created to inspire rather than impose. No retouching, no fear-based messaging—just authenticity and self-love. 

A Tipping Point Fueled by Generosity 

Launching a brand just before the pandemic posed unexpected challenges. Yet instead of pushing sales, Jennifer leaned into service. By offering support during a difficult time, she nurtured relationships and stayed true to her mission. That generosity paid off: in the years that followed, The Human Beauty Movement received grants that propelled the company forward and validated its impact. 

Final Thoughts 

Jennifer Norman’s journey is proof that beauty and business can coexist with purpose. Through The Human Beauty Movement and Humanist Beauty, she’s redefining what it means to lead, create, and thrive—both inside and out. Her story is an invitation to all of us to live more mindfully, lead more soulfully, and redefine success on our own terms. To learn more about Jennifer, visit https://thehumanbeautymovement.com/ or https://humanistbeauty.com/ and listen to her full journey on Women in Motion now: https://businessradiox.com/podcast/women-in-motion/transform-beauty-industry/ 

About Women’s Business Enterprise Council-West (WBEC-West)   

WBEC-West is a regional partner of the Women’s Business Enterprise National Council (WBENC), a coalition of corporations, WBEs, and regionally focused women’s business organizations. As an affiliate organization, WBEC-West implements the certification standards of WBENC throughout Arizona, Colorado, Southern California, Utah, Wyoming, Nevada, Hawaii, and Guam. WBENC is the largest certifier of women’s business enterprises in the U.S. and a leading advocate for women business owners, leaders, and entrepreneurs. WBENC certification is nationally recognized and accepted by more than 10,000 major corporations. We also support corporations in their efforts to include WBENC Certified WBEs in their supply chain. 

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