Eco-friendly. Pure. Natural. It’s easy to be captivated by optimistic claims made by marketers regarding beauty products. Sadly, such assertions can often be deceptive. Discover how to identify greenwashing tactics and ensure your purchases truly contribute to a positive change in this article.
Recognizing Greenwashing
A study published in May 2023 reveals that greenwashing, a growing marketing strategy, lacks a universally accepted definition.
Brandon Frank, CEO of Pacific Packaging Products Inc. and a sustainable packaging authority at Credo Clean Beauty, defines greenwashing as when businesses deliberately employ deceptive marketing practices to foster a belief that their products are more sustainable or eco-friendly than they actually are.
One prevalent example of greenwashing that Frank highlights is the assertion by companies that polypropylene, a common material in consumer goods, is recyclable—when in reality, it almost never is.
· Utilizing visuals and sounds that evoke nature, like ocean scenes accompanied by birds or images of serene landscapes, with no explicit claims of sustainability.
· Highlighting a single environmentally friendly aspect of a product while neglecting other less eco-friendly attributes.
· Using false certification labels or visual elements that imitate legitimate certifications.
· Presenting statistics and percentages without reliable third-party validation or the necessary supportive evidence.
· Employing vague language such as “nontoxic,” “green,” “eco-friendly,” or “environmentally friendly” without clear definitions.
Pursuing Authentic Efforts
What strategies can help you discern which beauty brands are genuinely committed to their eco-friendly promises?
“It fundamentally boils down to transparency and tangible actions,” states Dr. Heather Smith, a sustainable skincare and wellness expert based in Winnipeg and the founder of bareLUXE Skincare (bareluxeskincare.com).
Her brand focuses on oil serums enhanced with potent botanicals and active compounds, emphasizing that their products are vegan, cruelty-free, and devoid of liquid microplastics. For instance, while bareLUXE identifies as an anti-plastic brand, it does utilize plastic in its refill program because it was the best available alternative.
“Complete transparency entails thoroughly explaining choices, including both their advantages and disadvantages, and recognizing that not every choice can be seen as absolutely binary (or flawless),” Smith articulates.
Additionally, bareLUXE contributes to environmental initiatives by donating a portion of its sales, utilizing the Verdn app to inform consumers about the tangible impact of these contributions; for example, it calculates the amount of ocean-bound plastic recovered due to these donations.
Another excellent example is Anto Yukon, which sustainably hand-harvests rose petals, fireweed, and arnica from the Yukon for its bath products.
The Body Shop showcases a commitment to social sustainability and fair trade by procuring plastic from waste collectors in India and reprocessing it into new shampoo and conditioner bottles.
Consumer Action Plan
To steer clear of falling prey to greenwashing tactics, Smith advises adopting a well-informed, critical mindset when evaluating new brands.
“Taking terms such as ‘clean’ and ‘transparent’ at face value is overly simplistic,” Smith warns. “Investigate how brands define these terms, their implementation, and whether their actions genuinely align with their statements.”
Consumers should select products that link to verifiable information supporting their environmental claims and prioritize items certified by credible independent organizations.
Frank emphasizes the importance of consumers being conscious of the end-of-life phase for the products they buy, which may require researching online or consulting local authorities or sustainable packaging specialists regarding the recycling processes available in their communities.
When making purchases, Frank suggests the key factor to consider is the level of recycled content (post-consumer recycled material) in the packaging—the higher the percentage, the better. Moreover, a container exhibiting a grey tint usually indicates it is entirely made from PCR material, according to Frank.
Here’s how to seamlessly integrate both concepts into your beauty regimen. While “clean beauty” and “eco-conscious beauty” are often used interchangeably, they do not inherently mean the same thing. Like many terms in this field, there exists no universally recognized definition for either.
Typically, “green” pertains to a product made without inflicting harm on the environment, yet this label does not necessarily imply that every element of the product is eco-friendly—it may refer exclusively to specific components such as ingredients, packaging, or business practices.
On the other hand, “clean” generally indicates that a product is formulated using safe, non-toxic ingredients.
Here are some suggestions for being kind to both your body and the planet:
· Dr. Heather Smith, an expert in skincare and sustainability, recommends using the Beat the Microbead app to identify brands and products that are free of microplastics. “Microplastics are liquid plastics that are not visible and accumulate in our waterways, food chain, and bodily tissues. The long-term effects are not fully understood, but there are safer alternatives available,” Smith urges.
· Opt for products made from upcycled materials, like unused coffee grounds. Research indicates that coffee grounds can enhance skin hydration and possess wound-repairing properties.
· Choose refillable packaging that contains clean ingredients. The Ellen MacArthur Foundation states that if all beauty and personal care bottles were refillable, greenhouse gas emissions could reduce by 80 to 85 percent.
“The most effective way to be environmentally friendly in your beauty routine is to scale back on your consumption,” states Dr. Heather Smith. “No product or brand holds such a stellar sustainability record that choosing it over abstaining from beauty products altogether is superior. However, this isn’t a feasible expectation. Hence, it’s crucial to consciously make choices amidst consumerism.”
This article originally appeared in the April 2024 issue of Thewindowsclubs magazine.
