Beauty brands are increasingly using terms like "clean," "natural," and "eco-friendly" to appeal to conscious consumers. While some companies are making real efforts towards sustainability, others use these buzzwords without meaningful action—this is known as greenwashing.
What Is Greenwashing?
Greenwashing occurs when brands present themselves as more environmentally responsible than they actually are. This can involve vague claims, misleading packaging, or emphasising one small ethical choice while ignoring larger environmental impacts.
Why It Matters
It Misleads Customers – Consumers want to make better choices for their health and the environment, but greenwashing makes it harder to know who to trust.
It Undermines Progress – Brands that genuinely prioritise sustainability often struggle to stand out in a market flooded with false claims.
It Hurts the Planet – Misleading claims can divert attention from the real changes needed to address the environmental impact of the beauty industry.
How Brands Mislead Consumers
Using Unregulated Terms
Words like "natural," "green," and "non-toxic" are often used freely in marketing, despite having no legal definition in many regions. Without clear standards, these terms can be applied to almost anything, creating a false sense of sustainability.
Relying on Nature-Inspired Branding
Earth-toned packaging, images of leaves, and minimalistic designs can suggest a product is environmentally friendly, even when its ingredients and production methods are not. Aesthetic choices should not replace real sustainability efforts.
Highlighting One Sustainable Effort While Overlooking Larger Issues
Some brands might highlight one small sustainable aspect, such as a single eco-friendly ingredient, while neglecting the wider impact of their product. They may use one biodegradable component but still use excessive plastic packaging or non-recyclable materials. If a brand claims to be sustainable but doesn’t make genuine efforts to be sustainable, it is greenwashing. True sustainability involves looking at the entire product, not cherry-picking a sustainable aspect and using that to make misleading claims.
Lack of Transparency
Some brands provide minimal information about their sourcing, formulation, and overall sustainability practices. Transparency isn’t just about listing ingredients—it’s about making this information accessible and easy to understand.
How to Avoid Greenwashing
If you want to support genuinely sustainable brands, here’s what to look for:
Recognised Certifications
Look for third-party certifications such as Leaping Bunny (cruelty-free), ECOCERT (organic and natural cosmetics), RMI (Responsible Mica Initiative), or FSC (sustainable packaging materials). These ensure a brand’s claims are backed by independent verification.
Full Ingredient Transparency
If a brand makes it difficult to find its ingredient list, it might be hiding something. Trustworthy companies provide clear and accessible ingredient information, often with explanations of their purpose and sourcing.
Detailed Sustainability Efforts
A truly eco-conscious brand will have a dedicated section on its website outlining sustainability initiatives, including packaging choices, ethical sourcing, carbon footprint reduction, and long-term commitments. If there’s little to no information available, it’s a red flag.
Minimal and Thoughtful Packaging
Brands that genuinely prioritise sustainability work to reduce waste. If a company claims to be eco-friendly but uses excessive or unnecessary plastic, their commitment may not be as strong as they suggest. Look for options like refillable, compostable, or recycled packaging.
Holding Brands Accountable
For true progress in sustainable beauty, brands need to go beyond marketing claims and take real action. This means:
Using precise language with verifiable sustainability claims.
Providing clear, accessible information on ingredients and sourcing.
Taking responsibility for the entire supply chain, from raw materials to packaging waste.
Recognising sustainability as an ongoing commitment, not just a selling point.
Greenwashing in cosmetics makes it harder for consumers to make informed choices, but brands have a responsibility to be transparent and accountable. By prioritising real sustainability efforts over misleading claims, the beauty industry can move towards genuine environmental progress.