This editorial discusses using selective membranes to maximize production and minimize pollution in catalytic reactions. Almost all catalytic reactions are reversible and limited by thermodynamic equilibrium, but removing one product using selective membranes can break this limitation and increase conversion. Specifically, the editorial focuses on using hydrogen-selective membranes to remove hydrogen from dehydrogenation reactions like ethylbenzene to styrene, coupled with hydrogenation reactions on the other side of the membrane. Counter-current flow configuration between the two reactions is the most efficient. Figures 1 and 2 show schematics of the integrated membrane reactor design and hydrogen profiles for different flow configurations.