How To Spot Greenwashing In Beauty: Make Sure To Avoid It

As you stroll through the aisles of your favorite beauty store, you’re bombarded with products claiming to be “green,” “natural,” or “eco-friendly.” But how can you be sure these products live up to their promises?

Welcome to the world of greenwashing, a deceptive practice where brands mislead consumers about their products’ environmental or health benefits.

In this article, we’ll uncover how to spot greenwashing in beauty, explain the truth behind these practices, and equip you with the tools to make informed, sustainable choices. Let’s start by explaining what greenwashing really is and how you can spot it before it fools you.

What Is Greenwashing?

New research from RepRisk, the world’s largest ESG data science company, shows an increase in greenwashing risk, with one in four climate-related ESG risk incidents globally linked to greenwashing. ^[1]

This research shows that greenwashing is a growing problem—especially since it is so easy for brands to do, and if they get caught, there is no legal action. So, to recognize, avoid, and stop greenwashing, let’s define it even more.

The Definition of Greenwashing

Greenwashing might sound like a fresh paint job on your bathroom walls, but the reality is far less benign. It’s a clever and often deceptive marketing ploy where brands label their beauty products as “natural” or “eco-friendly,” even when most of their ingredients are anything but.

Picture this: a skincare product boasts being “green,” yet upon closer inspection, you find that only a minimal fraction of its ingredients are natural. Such scenarios are not rare in the beauty world but are a classic case of greenwashing.

What Does Organic Mean?

When you see “organic” on your beauty products, it evokes an image of lush greenery and nature. But here’s a heads-up: the term “organic” isn’t as straightforward as you might think.

Unlike organic food, which requires strict certification, organic beauty products might only need to contain a small percentage of actual organic ingredients to earn the label.

Yes, it’s confusing. However, understanding these nuances is essential for making genuinely sustainable choices.

What Does Natural Mean?

Then there’s “natural,” a term that seems clear but can mean just about anything in the world of cosmetics. Products labeled as “natural” or “made with natural ingredients” might only contain a tiny amount of natural elements.

There are no strict guidelines defining what “natural” means in beauty products, which allows brands to use it as a marketing trick—another typical case of greenwashing.

Why Is Greenwashing Happening?

Why would brands even engage in greenwashing? Simply put, it’s because “eco-friendly” sells. With more consumers leaning towards ethical and sustainable products, companies aim to appeal to this growing market—a lure that can lead to misleading claims about what’s truly “green.”

Surprisingly, the marketing of beauty products is under-regulated. Without firm legal definitions for terms like “natural” and “organic,” companies are free to paint a greener picture of their products than what might be true. It’s not illegal, but it is misleading and can undermine consumer trust across the industry.

Greenwashing Examples For Reference

L’Oreal Greenwashing Accusations Over ‘Sustainable’ Bottle

L’Oréal recently got called out for saying its Elvive Full Restore 5 shampoo pack was ‘more sustainable’ without explaining its meaning. The Changing Markets Foundation (CMF) said this claim wasn’t useful because they didn’t say what it was compared to.

The shampoo bottle says it’s made of ‘100% recycled plastic.’ However, the CMF noticed that the cap isn’t made from recycled materials, even though the bottle is.

When you say something is more sustainable, be clear about what you compare it to. Make sure the comparison is fair. If you say your product is ‘100% recycled,’ every part should be made from recycled materials. Otherwise, be honest about what parts are recycled.

Head & Shoulders’ Recyclability Claims

Head and Shoulders recently got attention for promoting their Ocean Clean Bottle as recyclable. In a study about companies that mislead customers with environmental claims, the CMF looked into Head & Shoulders’ website.

They found that although the bottles can be recycled, the caps aren’t recyclable yet. This means the claim that the bottle is “recyclable” could be seen as misleading.

What can we learn from Head & Shoulders? Be crystal clear about your recyclability claims. Following advice from the UK’s Competition & Markets Authority, if only parts of your product can be recycled, don’t say it’s “recyclable” as a whole.

Similar to the L’Oreal situation, Head & Shoulders could have said their bottle is partly recyclable instead of claiming it’s fully recyclable.

Bondi Sands’ Sunscreen Lawsuit

In May, news broke about Bondi Sands, an Australian beauty brand, facing a lawsuit. They were accused of wrongly saying their sunscreens were “reef friendly.”

Although Bondi Sands’ products don’t contain oxybenzone and octinoxate, which are harmful to reefs, they were found to contain other bad stuff, like avobenzone, homosalate, octisalate, and octocrylene, as per The Sydney Morning Herald.

The brand said they’d keep changing their product recipes based on advice from local and international authorities. They also updated their website to clarify what “Reef Friendly” means, saying it’s not a term officially defined or controlled by authorities.

When companies use vague terms like “reef friendly,” it might be a sign they’re trying to trick customers.

Covergirl’s Misleading Mascara

Another example of greenwashing is Covergirl’s latest product, the “Lash Blast Clean Beauty Mascara.” The light green packaging and the term “clean beauty” suggest it’s environmentally friendly. Plus, the package says it’s free from parabens or sulfates.

However, the mascara comes in a big plastic tube, and while it is free of parabens, sulfates, talc, and mineral oil, the ingredients list isn’t exactly clean: it contains EDTA, Titanium Dioxide, Phenoxyethanol, Trisodium EDTA. Ouch!

Want to check ingredient lists before purchasing a product to be sure it’s free of toxic ingredients? Use our FREE Clean Ingredients Checker!

How To Spot Greenwashing In Beauty

Misleading Labels And Buzzwords

Exploring the beauty aisles might seem like an eco-conscious journey with labels like “Botanical,” “Chemical-Free,” and “Clean.” But not all that glitters is green. These enticing buzzwords might capture your attention, but it’s crucial to scrutinize what lies beneath the surface.

Botanical: This term suggests ingredients derived from plants, but it reveals little about the product’s safety or effectiveness. Remember, not all plants benefit the skin; some, like poison ivy, are harmful. A “botanical” label doesn’t equate to skin-friendly.

Chemical-Free: This claim is a real head-scratcher. Everything in the physical world, including water and air, consists of chemicals. When a product boasts of being “chemical-free,” it’s playing on the word’s negative connotations rather than offering a substance-free jar—which, of course, is impossible.

Clean: Perhaps one of the most ambiguous terms in the beauty world. “Clean” lacks a standardized definition and can mean anything a brand wants it to mean. Consumers looking for genuine, clean beauty products need to conduct their own research into a brand’s practices and ingredient lists.

Dermatologist-Tested: Just because a dermatologist tested the product doesn’t guarantee its efficacy or safety for your skin. It’s a vague endorsement that needs further validation from your own research or consultations.

Hypoallergenic: This term implies that the product is less likely to cause allergic reactions. But, without strict regulation, it’s often used loosely. Products labeled hypoallergenic can still contain well-known irritants, such as fragrances and essential oils.

When you encounter these terms, exercise due diligence by researching the ingredients and understanding their effects on your skin. Trustworthy brands will transparently share this information, helping you make informed and healthy choices for your beauty regimen.

Ambiguous Environmental Claims

Be vigilant about vague environmental claims like “eco-friendly” or “sustainable.” Brands often use these terms without substantial evidence to back them up.

Dive deeper by asking how the ingredients are sourced, the ethics of their supply chains, and the specifics of their manufacturing processes. A genuinely eco-friendly product has a transparent lifecycle, from sustainable sourcing to biodegradable packaging.

Overuse of Green Imagery and Packaging

Green imagery, such as leaves and earth tones, can create a misleading aura of environmental stewardship. Looking past the packaging and exploring the contents and company practices is essential.

Eco-conscious packaging should look green and offer sustainability benefits, such as being made from recycled materials or being fully recyclable. Always check whether the green design corresponds with the brand’s tangible eco-friendly actions.

How To Choose Genuinely Sustainable Products

In your quest for truly green beauty products, it is essential to cut through the noise of greenwashed marketing. Below are some concrete steps to help you identify genuine sustainability in beauty products beyond embossed leaves and earth tones.

Read Beyond The Labels

Labels like “Natural” and “Eco-friendly” sound promising but often don’t tell the whole story. Dig deeper into what these buzzwords actually mean.

Investigate the ingredients list meticulously; natural isn’t always safe, and synthetic isn’t necessarily harmful. Remember, arsenic is natural, but you definitely don’t want it in your skincare!

Look For Transparency

Transparency is a hallmark of a trustworthy brand. When companies provide detailed information about their product ingredients, sourcing practices, and manufacturing processes, they’re not just complying legally but showing respect for the consumer’s right to know.

A company’s website is a good starting point – those who disclose information openly are likely not hiding harmful practices.

Importance of Certifications and Standards

Certifications from reputable organizations like EcoCert, USDA Organic, or Leaping Bunny offer a layer of credibility. These emblems indicate adherence to rigorous environmental and ethical standards.

But don’t just take the logo at face value; verify the standards for each certification. What does it take for a product to earn this certification? Is the entire product certified, or just one ingredient?

Investigating Company Practices

A genuinely sustainable company’s practices will reflect its commitments. How is the product packaged? What energy sources do the manufacturing plants use? Are the workers treated ethically?

Sustainable companies typically invest in renewable energy, use recyclable materials, and enforce fair labor practices. These details matter because sustainability extends beyond the product itself.

Don’t Fall For Nature-Based Imagery

Just because a product’s packaging features tranquil forests or oceans does not mean it’s eco-friendly. This tactic, known as “green sheen,” is often used to mislead consumers.

Instead, focus on tangible elements: Are the ingredients sustainably sourced? Does the brand support any environmental initiatives?

Check The Skin Deep Database

The Environmental Working Group’s Skin Deep database is invaluable for an unbiased perspective on the safety and environmental impact of beauty products.

Here, products are rated based on their ingredient safety, giving you a clearer view of which products are truly benign and beneficial for your skin and the planet.

Final Thoughts On How To Spot Greenwashing In Beauty

Armed with the proper knowledge, you’re now better equipped to challenge the pervasive issue of greenwashing in the beauty industry. Remember to critically assess labels and claims, scrutinizing them for authenticity and transparency.

Digging deeper than the surface is crucial—looking beyond the appealing green packaging and enticing buzzwords. By prioritizing genuine sustainability over mere appearances, you’ll not only protect your skin and health but also contribute to a more ethical and environmentally conscious world.

Frequently Asked Questions