Authentically Eco
Natural. Eco-conscious. Pure. It’s tempting to believe the uplifting claims that marketers make regarding our beauty products. Sadly, these statements can often be deceptive. Discover how to uncover greenwashing and make informed purchases that will truly impact the environment positively in this article.
Spotting Greenwashing
A study conducted in May 2023 indicates that greenwashing is an increasingly common marketing tactic. However, a universal definition of this practice remains elusive.
As defined by Brandon Frank, CEO of Pacific Packaging Products Inc. and an authority on sustainable packaging at Credo Clean Beauty, greenwashing involves companies deliberately utilizing misleading advertising, messaging, and communication strategies to create the illusion of being more environmentally friendly or sustainable than they truly are.
Frank points out that a typical instance of greenwashing happens when brands claim that polypropylene—used in various consumer products—is recyclable, despite the fact that it rarely is.
· Imagery and soundscapes reminiscent of nature, like ocean scenes with birds or landscapes such as mountains and forests, are used without any concrete sustainability claims.
· Highlighting a single environmentally friendly feature of a product while ignoring other less sustainable aspects.
· Employing false certification claims or visuals that imitate recognized certifications.
· Presenting statistics and figures without credible evidence or independent third-party verification.
· Using vague, undefined phrases like “nontoxic,” “green,” “eco-friendly,” or “environmentally friendly.”
Recognizing True Efforts
How can you discern which beauty brands are genuinely committed to sustainability?
“The key lies in sincerity and observable actions,” advises Dr. Heather Smith, a physician specializing in natural skincare and sustainability, and the founder of bareLUXE Skincare (bareluxeskincare.com).
Her brand focuses on oil serums enriched with functional botanicals and active components. Smith emphasizes that while bareLUXE is a proponent of anti-plastic measures, it does utilize plastic in its product refill initiative, where plastic was found to be the optimal solution.
“Complete transparency entails explaining choices considering their pros and cons, recognizing that nothing is entirely black-and-white or perfect,” Smith explains.
bareLUXE actively contributes to environmental initiatives through donations from sales, utilizing the Verdn app, which helps consumers understand the impact of these contributions, such as the amount of oceanic plastic recovered through their support.
Another example of environmental responsibility is Anto Yukon, which sustainably harvests rose petals, fireweed, and arnica native to the Yukon for its bath products.
The Body Shop is also noteworthy for its social sustainability initiatives, such as purchasing plastic waste from pickers in India and recycling it into new shampoo and conditioner bottles.
A Guide for Consumers
To navigate around greenwashing tactics, Smith recommends an informed and critical mindset when exploring new brands.
“Taking labels like ‘clean’ or ‘transparent’ at face value is inadequate,” Smith states. “Investigate how brands interpret these terms. How are these concepts applied? And do their actions align with their claims?”
Consumers are encouraged to select products that offer links to verifiable information supporting their environmental claims and to seek those certified by reputable independent organizations.
Frank emphasizes the importance of consumers understanding the product lifecycle, urging them to research or contact local authorities and sustainable packaging experts to confirm what materials are accepted in their recycling streams.
A critical factor when shopping, Frank says, is the percentage of post-consumer recycled content in packaging—the higher, the better. The presence of a greyish hue in a container is a good indicator that it contains 100% PCR, according to Frank.
Here’s how to combine both concepts into your beauty regime. “Clean beauty” and “eco-conscious beauty” don’t always align perfectly. Many terms in this domain lack a consensus on their definitions.
“Green” typically denotes products made without harming the environment, but it doesn’t guarantee that every component is eco-friendly—it may pertain to specific ingredients, packaging, or practices.
“Clean” usually refers to products formulated with safe, non-toxic ingredients.
Here are some ways to care for yourself and the planet simultaneously:
· Dr. Heather Smith suggests referring to Beat the Microbead and its app to identify microplastic-free brands or products. “Microplastics are essentially invisible liquid plastics that accumulate in waterways and threaten our food chain and health. The full extent of the damage is still being studied, but why choose products containing them when better alternatives are available?” she asks.
· Opt for products made from upcycled materials like used coffee grounds, which research has shown can enhance skin hydration and aid wound healing.
· Select refillable packaging with clean ingredients. According to the Ellen MacArthur Foundation, if all beauty and personal care product containers were refillable, greenhouse gas emissions could decrease by 80-85%.
“The best way to be mindful of the earth with your beauty routine is to minimize consumption,” emphasizes Dr. Heather Smith. “No single brand or product is so extraordinarily sustainable that choosing it over foregoing use isn’t better. Nevertheless, since consumerism is inevitable, making intentional choices is essential.”
This article first appeared in the April 2024 edition of Daitrl magazine.
