Woola recertified as B Corp — pioneering sustainability in the Baltics
We’ve got some good news: Woola has completed its B Corp recertification — and this time, we reached a score of 109.1.
While we’re proud of achieving such a high score, the true value of getting certified (and recertified) lies in getting an expert third-party view on what we’re doing well and where we need to improve.
B Corp recertification explained
B Corp certification (run by B Lab) is one of the most rigorous ways to assess a company’s overall impact. It’s not just about measuring profit, emissions or footprint. It’s a holistic look at the entire business.
The assessment covers:
Governance — mission, decision-making, transparency
Workers — pay, conditions, wellbeing
Community — diversity, local impact, supply chains
Environment — resource use, emissions, climate impact
Customers — marketing ethics, privacy, feedback
Every three years, companies need to go through recertification. That means re-answering hundreds of questions, submitting evidence, and being externally verified. For Woola, this process took around six months of focused work.
Our result: 109.1
With this recertification we increased our score to 109.1, up from 107.1 in our initial certification in 2023. This is above the 80 points required to qualify as a B Corp. For context, the median score for ordinary businesses that complete the B Impact Assessment is only 50.9 — showing that Woola’s practices aren’t just meeting the baseline, they’re performing significantly stronger than most businesses assessed.
To put our score in perspective, we researched other Certified B Corps in the packaging sector and haven’t seen any above 100. It’s encouraging to see that our approach to people, community, and the environment is yielding tangible results.
Highest-scoring B Corp in the Baltics
Today, there are over 10,000 Certified B Corps worldwide, spanning 160+ industries and 100+ countries, employing more than 1 million people. Woola is one of only 8 in the Baltics (Estonia, Latvia, and Lithuania) — and currently holds the highest score in the region.
On the one hand, the low number of B Corps in the area shows that there is lots of room for growth and awareness here. On the other hand, our example shows that impactful and transparent business practices can be built and scaled here in Estonia, too.
Our category scores
Governance: 8.3
Workers: 49.1
Community: 19.3
Environment: 30.6
Customers: 1.6
Find out more on Woola’s B Corp page.
To provide context, typical point ranges across B Corps globally are as follows:
Governance: ~10–15 points
Workers: ~40–50 points
Community: ~40–50 points
Environment: ~20–45 points
Customers: ~5 points (with additional points available through Impact Business Models)
These ranges are indicative and can vary based on company size, sector, and geography. For instance, a micro business in Mexico will not receive the same assessment questions as a multinational based in Melbourne. So when you see Community 19.3 for Woola, it doesn’t mean we “underperformed” relative to the typical 40–50 points — it simply reflects the points available and achievable for a company of our size and sector.
Looking at our scores, we can see clear strengths in Workers and Environment, reflecting our focus on fair labor practices, employee wellness, and resource efficiency. Community is solid but leaves room for more outreach and impact, while Customers is an area where we see opportunity — better feedback loops, product transparency, and ethical marketing can help us grow.
“A quick win under the community impact area would be to solidify and implement a supplier code of conduct. This code of conduct will ensure the suppliers you work with adhere to safe and ethical working practices, so you may need to review your current suppliers as you implement it.”
– Kelli Roosimägi, Head of Operations at Woola
Why B Corp
It’s proof of credibility with facts: When you say you care about workers, community, the environment, and customers, people will expect more than words. What counts is proof. Filling out hundreds of questions & backing them up with data means you can show, not just say.
Holistic improvement: We believe in getting all the pieces right. You can’t invest in your environmental impact and ignore worker welfare or governance. The B Corp process forces you to be well-rounded — strong where you’re already good and doing the work where you still have gaps.
Differentiation: For industries like cosmetics, jewellery, small electronics or supplements, transparency matters. A high verified score isn’t just something you hang on a page; it gives you something concrete to build your brand, trust with customers, improve partnerships, and report on what you really do.
Continuous improvement built in: Certification isn’t one-and-done. Every recertification (every ~3 years) pushes companies to stay current and keep improving.
New standards on the way
B Lab, the nonprofit that certifies B Corps, is rolling out new standards for the certification. This means that the next round of recertification will be more thorough for us. We’ll need to plan ahead, strengthen systems, and ensure we meet new requirements — for example, more rigorous climate, human rights, and risk tools — as they become mandatory.
Why we’re doing this
Back in 2023, we decided to get B Corp certified because we found it to be the most comprehensive and reliable impact certificate currently available for measuring the positive impact of businesses.
Having a third-party validated certification of our impact is important to us because we believe you — our customers, partners, and employees — deserve to work with a company that takes its impact seriously and backs up its claims with proof. Not just in what we make, but in how we make it, how we treat people, and how we account for outcomes.
In the industries we work with — cosmetics, jewellery, supplements, and small electronics — packaging and supply chain choices are increasingly what define a brand. Doing better isn’t optional anymore; it’s becoming expected. B Corp helps us stay accountable to that expectation and push it further.
What this means for you
Getting here wasn’t easy. Our sustainability journey started in 2020 when we founded Woola, and all the choices we’ve made regarding our impact have brought us here. Obtaining the B Corp certification and now recertification has taken months of detailed work, and it only happened because the Woola team put in the hours.
But we know it’s all worth it: for everyone we work with, this certification is proof that we hold ourselves to the highest standards — and keep raising the bar. So, it isn’t a badge to hang on the wall. It’s a framework that helps us keep improving, step by step.
