The Vice President of Customer Alliances and Corporate Sustainability at Croda International, Chris Sayner, says that customers are now inclined towards brands that utilize ethically-sourced ingredients and come with high-level transparency. He claims that for over 10-years, consumers have been interested in the origin of ingredients. Keeping this consideration in mind, Croda has cut the link with raw material suppliers who are unwilling to be transparent. As per World Wildlife Federation, the conversion of thick forests into palm oil plantations has raised enormous questions regarding sustainability. Therefore, to ensure transparency and ethical souring big cosmetic names like Johnson & Johnson, L’Oréal and P&G have established transitions in Europe and coalition in the US.