TheIndustry.beauty Awards Winners’ Interview: Wildsmith CEO Katherine Pye on sustainability, purpose and meaningful innovation
TheIndustry.beauty Innovators Awards 2026 celebrated the people, products and businesses driving the beauty industry forward - recognising not only groundbreaking innovations, but also the diverse range of expertise, disciplines and leadership required to achieve true market distinction.
Presented by logistics experts Noatum, TheIndustry.beauty named Wildsmith the winner of the Sustainability & Purpose award. Rooted in the natural environment of the Heckfield Estate, Wildsmith takes a considered approach to sustainability and innovation, from responsible ingredients and compostable packaging to personalised treatments and science-led product development.
In this interview, CEO Katherine Pye explores how Wildsmith is turning purpose into practical action and the importance of sustainability across the product journey, from responsible sourcing and packaging to the customer experience. She also discusses the role of innovation in the brand’s next phase of growth and what the future holds for Wildsmith.
Eva Garcia-Gonzalez, Global Digital Marketing Manager, Wildsmith & Lee Ward, General Manager UK Retail & Consumer, Noatum Logistics
What are the core values that define Wildsmith and how are these brought to life across the business?
At Wildsmith, our values are community, experimentation, efficacy and responsibility. They are not simply words; they guide how we make decisions and how we grow. We believe in being curious and ambitious, but also thoughtful, transparent and accountable. That means creating clinically proven products, working collaboratively with our partners and ensuring that every decision considers its impact on people and the planet. Our “made by many” approach is important to me. Every member of the team has a role in bringing Wildsmith to life, and we are at our best when we work together.
How does Wildsmith’s connection to nature influence your approach to sustainability?
Our connection to nature is fundamental. Wildsmith grew from the Heckfield Estate, the stewardship of which means leaving the land in a better condition than we found it. That sense of responsibility continues to shape the business today, and means sustainability cannot sit separately from product development or the experiences we create.
Nature provides inspiration and ingredients, but it also reminds us that we have a duty to protect the ecosystems and communities on which we depend.
How does Wildsmith ensure that sustainability is embedded across every stage of the product journey, from sourcing ingredients to the customer experience?
We consider responsibility at every stage, from an ingredient’s origin to what happens to its packaging after use. We work closely with suppliers who share our values and expect high standards of ethical conduct, transparency and environmental responsibility. Our formulation teams continually explore responsibly sourced and upcycled botanicals, natural materials and more thoughtful manufacturing processes.
Packaging is another major focus, including the wider adoption of Vivomer, a locally made compostable biopolymer. The same thinking continues into the customer experience: products must perform, information must be clear, and every touchpoint should reflect our belief that efficacy and responsibility should go hand in hand.
What are Wildsmith’s biggest sustainability priorities right now?
Our priorities are to keep improving the impact of our formulations and packaging, strengthen accountability across our supply chain and measure our progress with rigour.
We are increasing the use of lower-impact and compostable materials, improving our understanding of climate and resource use, and formalising policies around human rights, ethical conduct and supplier standards.
We also want sustainability to remain a practical part of everyday decision-making as we grow. The FuturePlus framework helps us assess where we are, set clear ambitions and hold ourselves accountable across climate, environment, social impact, economic responsibility, and diversity and inclusion.
Eva Garcia-Gonzalez, Global Digital Marketing Manager, Wildsmith
What did winning Sustainability & Purpose mean for Wildsmith and how does this recognition reflect the brand's journey and vision?
The recognition meant a great deal because it acknowledged not just an individual initiative, but the way responsibility is woven through Wildsmith. We have always believed that high performance and responsible practice should support one another rather than compete. The award recognised the progress made by our entire team and our partners, while also reminding us that this is an ongoing journey.
How does innovation shape Wildsmith's growth strategy and how do you identify and respond to emerging consumer needs?
We describe ourselves as restless experimenters because we want to remain curious, learn continuously and challenge accepted ways of doing things.
Innovation is central to this, but that doesn’t always mean new product introductions. Rather, we look for needs that are not being fully met and ask how Wildsmith can respond in a way that is effective, responsible and genuinely useful. Yes, that approach has led us to invest in new formulations and delivery systems, but it has also influenced how we approach treatment development and training, as well as packaging and manufacturing processes.
Our Silent Load treatment reflects this approach. Developed in response to fatigue, overload and persistent tension, the framework helps practitioners recognise what guests may struggle to articulate and adapt bodywork accordingly. It shows that innovation can be as much about a more intelligent, personalised treatment as a new product.
What opportunities and challenges do you see shaping the future of beauty and how is Wildsmith positioned to adapt and lead?
Consumers are looking for more than attractive products. They expect visible performance, credible evidence, transparency and a clear sense of responsibility. That creates an enormous opportunity for brands prepared to connect science, nature and purpose without compromising on any one of them. The challenge is that innovation must be meaningful rather than simply new, and sustainability claims must be supported by measurable progress.
What can consumers look forward to from Wildsmith next?
Consumers can expect us to continue pushing forward across products, treatments and wellbeing experiences. We will keep developing science-backed skincare and body care, extending the use of more responsible materials and building partnerships that bring Wildsmith to new audiences and places. There is a great deal of momentum around the brand, but growth for us must always be thoughtful.
As the Sustainability & Purpose award was presented by Noatum, we asked the global logistics firm about its role in supporting the beauty industry.
What sets Noatum apart as a strategic partner for beauty brands in today’s market?
Noatum stands apart by combining deep fashion and beauty sector expertise with a genuinely end-to-end approach. We understand that beauty supply chains must balance product availability, speed, compliance, sustainability and cost control across complex global networks.
Beyond moving products, we connect sourcing, freight, warehousing, customs, omnichannel fulfilment and delivery, giving brands the agility to enter new markets, scale efficiently and consistently exceed customer expectations.
What does a successful partnership look like and how do you leverage technology and automation to optimise supply chain visibility and efficiency?
A successful partnership is collaborative, transparent and built around measurable outcomes: better availability, efficient fulfilment, fewer disruptions and a stronger customer experience.
We combine supply-chain expertise with real-time visibility, automated order processing and inventory management, plus integrated courier and returns management. This enables proactive decisions, accurate fulfilment and seamless delivery across channels, while ensuring brands can handle peak-demand periods without compromising service.
What key trends do you believe will shape the future of the beauty industry and how is Noatum positioned to help brands and retailers navigate these changes and meet evolving consumer expectations?
The beauty sector will be shaped by demand for faster, more flexible and more sustainable fulfilment; greater traceability; AI-led forecasting; and continued geopolitical and trade volatility.
Consumers expect choice, speed, visibility and frictionless returns wherever they shop. Noatum helps brands meet those expectations through scalable omnichannel and cross-border fulfilment, international courier and returns solutions, integrated technology and customs expertise, supporting both demand spikes and confident entry into new international markets.
