SUSTAINABLE AND ETHICAL BUSINESS MODELS IN BEAUTY AND WELLNESS STARTUPS: AN ANALYTICAL STUDY IN COIMBATORE CITY

Abstract

The beauty and wellness industry is undergoing a major transformation, with increasing 
importance being placed on sustainability and ethical practices. Startups in this sector are not 
only expected to provide high-quality services and products but also to incorporate eco-friendly 
operations, responsible sourcing, and green alternatives into their business models. At the same 
time, ethical practices such as transparency, inclusivity, and employee well-being are becoming 
vital in building consumer trust and ensuring long-term viability. This study focuses on beauty 
and wellness startups in Coimbatore city, examining how sustainability and ethics are 
integrated into their business strategies. The research evaluates the extent to which these 
practices contribute to customer loyalty, brand differentiation, and overall business 
effectiveness. Both primary and secondary data are used to analyze the influence of 
sustainability and ethical dimensions in shaping successful business models.