O'right - A Midget with Giant Steps in Building a Sustainable Business
O'right, a Taiwanese beauty brand, pioneered the vision of sustainability so early in 2006. What is the story of this SME on its journey of achieving its green goals and inspiring its customers and partners?
At a glance
Country of Origin
Taiwan
Industry
Beauty
Establishment
2002
Green Transformation
2006
Abstract
O’right, a Taiwanese SME in the beauty industry, has distinguished itself as a pioneer in sustainable business practices. Despite initial skepticism from stakeholders and significant financial and operational challenges, O’right embraced green innovation, developing carbon-neutral products, eco-friendly processes, and biodegradable packaging.
Through strategic marketing focused on quality and word-of-mouth, O’right positioned itself not just as a beauty brand but as a green pioneer. It also engaged in community-driven initiatives, such as tree planting and educational campaigns. The company’s efforts earned it international certifications and numerous awards, enabling expansion into 42 countries by 2023 and partnerships with key distributors in markets like the Nordics and Japan.
This case study examines O’right’s unique journey, highlighting how SMEs can leverage sustainability to foster innovation, resilience, and global competitiveness. Designed as a problem-solving case, it challenges learners to analyze the alignment of environmental and economic goals, the scalability of green innovations, and the strategic decisions that drive sustainable growth.
Disclaimers:
(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
(2) Regarding University Affiliation and Titles of Authors: The university affiliation and titles of author(s) seen in the case study is based on their affiliation and title during the time of publication. It may or may not represent the current status of said author(s).