<p>Environmental innovation is an important way for firms to actively fulfill their social responsibilities, and it is also a popular choice for firms to move towards a green path. Based on upper-echelons theory, we examine the relationship between CEO facial attractiveness and firms’ environmental innovation from the perspective of overt leadership traits. Selecting 381 heavily polluting firms in China from 2017 to 2022 as the research sample, multiple regression analysis was used to examine the impact of CEO facial attractiveness on environmental innovation, as well as the mediating effect of face awareness and the moderating effect of firm visibility. The results showed that CEO facial attractiveness promoted firms’ environmental innovation, and face awareness played a mediating role. Firm visibility negatively moderated the relationship between CEO facial attractiveness and face awareness. The study reveals the positive impact of a CEO’s positive image in promoting the process of corporate environmental innovation, especially in state-owned firms.</p>