Natural. Eco-friendly. Clean. We often find ourselves drawn to the inspiring claims made by marketers about beauty products. Sadly, these assertions can often be deceptive. Discover how to identify greenwashing and choose products that genuinely contribute to positive change in this informative piece.
Recognizing Greenwashing
A study conducted in May 2023 reveals that greenwashing is an increasingly prevalent marketing strategy, despite the lack of a universally accepted definition.
Brandon Frank, CEO of Pacific Packaging Products Inc. and a sustainability expert at Credo Clean Beauty, defines greenwashing as the deliberate use of deceptive messaging by companies to convey a false sense of their sustainability efforts.
One frequent instance of greenwashing, according to Frank, is when companies claim that polypropylene—a commonly used material—is recyclable, even though this is rarely the case.
Additional Examples of Greenwashing
· Utilizing nature-inspired imagery or sounds, like the ocean or birds, without any explicit sustainability claims.
· Highlighting a single environmentally friendly attribute while ignoring less sustainable facets.
· Misleading labels that suggest false certification or mimic recognizable certification symbols.
· Citing percentages or statistics without credible backing or independent verification.
· Employing vague terms such as “green,” “nontoxic,” or “eco-friendly” without clear definitions.
Assessing Genuine Efforts
What are the best ways to identify beauty brands that truly embody their promises?
Dr. Heather Smith, an expert in natural skin care and sustainability based in Winnipeg, emphasizes that “transparency and visible action are essential.” She is the founder of bareLUXE Skincare (bareluxeskincare.com), which focuses on oil serums enriched with effective botanicals and active ingredients. While her products are vegan, cruelty-free, and devoid of liquid microplastics, she mentions that bareLUXE, being anti-plastic, has made exceptions for its refill program, where plastic was the most viable option.
According to Smith, full transparency means providing context around decisions and acknowledging that perfect solutions don’t exist. Additionally, bareLUXE contributes to environmental initiatives and uses the Verdn app to help customers see the impact of their donations, such as measuring the kilograms of waste plastic collected.
Anto Yukon, another example, sustainably sources its bath products by hand-picking rose petals, fireweed, and arnica in the Yukon. Meanwhile, The Body Shop promotes social sustainability and fair trade by purchasing plastic from waste pickers in India and repurposing it into new shampoo and conditioner bottles.
A Strategy for Consumers
To steer clear of greenwashing tactics, Smith advocates for a well-informed, discerning, and slightly skeptical approach when exploring new brands.
“Terms like ‘transparent’ and ‘clean’ should not be taken at face value,” she cautions. “Investigate how the brand defines these terms. How are they implemented? Additionally, do their actions support their claims?”
Consumers are encouraged to choose products that provide links to supporting documentation for any environmental assertions and to consider only those backed by reliable independent certifications.
Furthermore, Frank believes that consumers should actively consider the lifecycle of the products they purchase. This might involve conducting research online or reaching out to local authorities or sustainable packaging experts to understand what materials are accepted in their area’s recycling systems.
Frank also emphasizes the importance of examining the percentage of post-consumer recycled content in product packaging—the higher the percentage, the better. A grey tint in a container is indicative of it containing 100% PCR.
Understanding Clean versus Green
It’s important to understand how to incorporate both “clean beauty” and “eco-conscious beauty” into your routine as they do not always align. The definitions of these terms can vary widely.
Typically, “green” indicates a product designed without causing environmental harm, but it doesn’t imply that every component is sustainable—it may only apply to certain ingredients, packaging, or practices.
On the other hand, “clean” refers to products made with safe, non-toxic ingredients.
Here are some suggestions to balance your well-being with eco-friendliness:
· Dr. Heather Smith recommends using the Beat the Microbead app to find brands and products that are free from microplastics. “These tiny plastics accumulate in our waterways, food supply, and even our bodies—avoiding them is essential when alternatives are available,” she remarks.
· Opt for items made from upcycled materials, such as used coffee grounds. Research has indicated they can enhance skin hydration and possess healing benefits.
· Select refillable packaging filled with clean ingredients. The Ellen MacArthur Foundation asserts that if all beauty products utilized refillable containers, we could see a significant reduction in greenhouse gas emissions by 80 to 85 percent.
Understanding Sustainable Beauty
Dr. Heather Smith shares, “The best way to help the planet through your beauty practices is to purchase fewer products. No brand is so universally sustainable that choosing it over not using anything is beneficial. However, following this principle can be challenging. Thus, when consumption does occur, making thoughtful choices is crucial.”
This article first appeared in the April 2024 issue of up7op magazine.
