Beautycounter alum and Ritual chief impact officer Lindsay Dahl on how to lead a mission-driven brand

Back in 2014, Lindsay Dahl’s career trajectory took an unexpected turn. She’d spent a decade working at chemical safety- and environmental-focused nonprofits in Washington D.C. before she got an offer she couldn’t refuse. 

“I never thought I would go to the corporate side,” Dahl told Glossy. “If I'm being honest, I really liked being a part of the nonprofit community where I felt like I could be both challenging companies and also challenging those in power in government.”

But then she got a call from Beautycounter. “I sat down and talked to Gregg [Renfrew], the founder and CEO, and she said, ‘Look, I know how to start companies. But I don't know how to do what you know how to do, which is … to use this business model to essentially see if you can do advocacy at the company level.' And this was before corporate activism was cool.”

Dahl moved to the West Coast and served as Beautycounter’s head of mission for seven years. In this new type of executive role, she created a blueprint for a company to have safe, ethically sourced and sustainable products, while also educating consumers about industry-wide issues and lobbying for better regulation and a more transparent industry. 

Today, Dahl is bringing those learnings to another trailblazing company: Ritual, an 8-year-old brand of supplements founded on a mission of transparent sourcing, efficacy and purity. For the past two and a half years, she’s served as chief impact officer where she oversees much of the mission-driven side of the business, including traceability and sustainability — which Ritual is known for — as well as advocacy, certifications, PR and community.

Dahl joined the Glossy Beauty Podcast to discuss her career trajectory, the ins and outs of running a mission-driven company, and her hopes for the future at Beautycounter. She also speaks about the biggest issues plaguing the supplement space today, such as contamination, purity and unsubstantiated claims. And she shares the changes taking place at Ritual, including a recent shift from its DTC subscription model to an omnichannel strategy that includes retailers like Target and Whole Foods.