Sustainability can't be another fleeting beauty trend. It must become the new normal and we all have a role to play. If you peel back the label of most products there’s a lot of marketing and a lack of transparency. On "It's a Matter Of..." podcast, BeautyMatter CEO Kelly Kovack sits down with Tina Hedges, founder and CEO of LOLI the world's first zero waste beauty brand. They dig into shifting the business paradigm from growth and profit at all costs to creating conscious businesses built on profit and purpose.