This paper analyzes product innovation geared towards sustainability in a company in the chemical sector. For this purpose, a qualitative case study with exploratory and descriptive characteristics was conducted at a chemical company based in the state of Rio Grande do Sul, in the south of Brazil. Data were collected through ten semi-structured interviews with managers, and document research. The data were analyzed using qualitative content analysis, with the support of the software program NVivo. This study highlights, as a contribution to field, that for the development of product innovation oriented towards sustainability, it is necessary to use structured innovation models consisting of stages and processes, in order to establish routines. These in turn, when associated with the elements of sustainable innovation, denominated in this research (a) pillars of sustainability, (b) partnerships, (c) tools and processes, (d) cycle of products and services, (e) raising awareness for sustainability/culture of sustainable innovation, are capable of broadening the scope of innovation, in addition to the economic focus, to work with the environmental and social pillars.