In a recent New York Times article, fashion writer Vanessa Friedman described “sustainable fashion” as an oxymoron because sustainable “implies ‘able to continue over a period of time,’ according to the Cambridge Dictionary” and fashion “implies change over time.” “Sustainable beauty” is similarly an oxymoron. Beauty brands are trying to promote sustainability while jumping on ever-changing trends and producing increasingly more stuff. We wonder whether the beauty industry can reconcile those contrary aims. So, for this edition of our ongoing series posing questions relevant to indie beauty, we decided to ask 17 beauty entrepreneurs, executives and experts the following question: Can indie beauty brands seriously encourage less consumption as they try to build businesses by selling products?