In recent years, consumers have become increasingly aware of the environmental impact of their purchasing decisions, with beauty and grooming products at the forefront of this shift. Many of us are striving for a non-toxic lifestyle, making an effort to avoid harmful chemicals in our everyday products.
As eco-consciousness grows, so does the beauty industry’s marketing tactics, some of which are not as green as they claim to be. This deceptive practice, known as greenwashing, has become a significant issue, making it harder for consumers to discern which products are genuinely sustainable and eco-friendly.
What Is Greenwashing?
Greenwashing occurs when companies present a product as more environmentally friendly than it really is. In the beauty and grooming market, this often means marketing products as “natural,” “organic,” or “eco-friendly,” without sufficient evidence to back those claims. It’s a tactic that capitalizes on the growing consumer demand for products that are both effective and sustainable. However, many of these claims are superficial or misleading, with little actual commitment to sustainability beyond clever marketing language.
The rise of eco-friendly claims within the beauty industry can make it difficult for consumers to know which products are genuinely sustainable and which are simply capitalizing on the green trend. Terms like “natural,” “organic,” “eco-friendly,” and even “clean beauty,” are often used with little regulation. Here’s what you need to know about these terms.
NATURAL The term “natural” is not legally defined in the beauty industry, leading brands to use it loosely as a marketing buzzword. A product may contain a blend of both synthetic and natural ingredients but still be labeled as “natural,” causing consumer confusion.
ORGANIC While the USDA regulates “organic” for food products, there are no universal standards for beauty products. Many beauty brands label their products organic, even if they’re not certified, and they may contain synthetic or non-organic ingredients.
ECO-FRIENDLY Similar to natural, “eco-friendly” is an unregulated term. It suggests that a product’s packaging or ingredients are sustainable, but there is no guarantee that the product meets stringent environmental standards.
CLEAN BEAUTY Another common term gaining traction is “clean beauty.” While it suggests that a product is free from harmful ingredients, clean beauty is not a regulated term either. It’s often used to describe products that are free from parabens, sulfates, and phthalates, but this term lacks standardized definitions or criteria. As a result, products labeled “clean” may still contain chemicals or be produced unsustainably.
Why “Non-Toxic” Is The Better Choice
Given the ambiguity of terms like natural, organic, eco-friendly, and clean, it’s more beneficial to use the term “non-toxic” when describing beauty products. Non-toxic products are free of harmful ingredients that can be absorbed by the skin or cause negative health effects. These products often avoid chemicals such as phthalates, parabens, and sulfates, which are commonly found in conventional beauty products. Unlike other marketing terms, non-toxic can be verified through independent testing and certifications, making it a more reliable indicator of safety.
The Problem Of Plastic Packaging And Recycling
One of the most pervasive issues in the beauty industry is plastic packaging. Despite growing awareness about plastic pollution, many beauty and grooming products continue to come in plastic containers. According to the U.S. Environmental Protection Agency (EPA), the overall recycling rate, including composting, was 32.1% in 2018, down from 34.7% in 2015.
While specific data on the beauty industry’s contribution to single-use plastic waste isn’t readily available from the EPA, reports suggest that the beauty industry significantly contributes to plastic waste, with estimates indicating that 114 billion pieces of single-use packaging are discarded annually without recycling. This is concerning, especially when considering the beauty industry is one of the largest contributors to single-use plastic waste.
The beauty industry significantly contributes to plastic waste, being one of the largest contributors to the single-use plastic waste stream. As consumers, we have the power to demand more from the companies we support.
While some brands tout eco-friendly packaging, many still rely on plastic that cannot be recycled or fail to offer adequate recycling incentives. Additionally, the products themselves might contain non-biodegradable ingredients or come from unsustainable sourcing practices, making their environmental impact more significant than their packaging alone suggests.
Microplastics are another concern, as these tiny particles can leach into beauty products and be absorbed into the skin or enter the body through regular use. Exfoliants and products with synthetic materials are particularly prone to this. Once absorbed, microplastics can accumulate in the body, potentially causing long-term health risks as they are not easily broken down or excreted.
How To Spot Greenwashing And Make Informed Choices
As consumers, we have the power to demand more from the companies we support. To help navigate the greenwashing dilemma, here are some tips on what to look for when choosing a beauty or grooming brand:
Check the Ingredient List: A product’s claim to be natural or organic may sound appealing, but it’s essential to verify the ingredients listed on the label. Look for certifications like USDA Organic, which ensures a higher standard of ingredient sourcing and sustainability.
Packaging Transparency: Some brands claim to use eco-friendly packaging, but it’s important to confirm if the packaging is actually recyclable or compostable. Look for certifications such as the “How2Recycle” label, which provides consumers with clear recycling instructions.
Third-Party Certifications: Certifications from reputable organizations, such as Fair Trade, B Corp, or cruelty-free logos like Leaping Bunny, indicate a level of commitment to sustainability and ethical practices. These certifications can provide more assurance than vague claims on the packaging.
Sustainable Ingredient Sourcing: Brands that truly care about sustainability will often provide transparency about where they source their ingredients. Look for companies that prioritize fair trade, support small farmers, or use responsibly harvested ingredients.
Environmental Impact Commitments: A legitimate eco-friendly brand should have a clear sustainability policy. Check the company’s website for their environmental goals and commitments, such as reducing plastic use or carbon emissions, and look for any measurable progress.
Minimalist Approach: Brands that embrace minimalist beauty products, like waterless skincare or those that use fewer ingredients, are often a step ahead in reducing environmental impact. Fewer ingredients mean less waste and a smaller carbon footprint.
As consumers, it’s essential to stay informed and critical of the beauty and grooming products we purchase. While greenwashing tactics continue to plague the industry, there are brands out there genuinely committed to environmental and social responsibility. By being mindful of the claims made on packaging and looking for evidence of true non-toxic sustainability, we can support companies that align with our values, contributing to a cleaner, greener beauty industry.
Amanda Bavaro is a passionate esthetician with over 15 years of experience in the beauty industry. She co-founded Ellixi Beauty with the mission to combat greenwashing within the beauty and grooming industry, as well as Glamour Nites, a social, fun DIY beauty event where friends come together to make their own clean beauty products.
Find holistic Skin Care in the Spirit of Change online Alternative Health Directory.
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