Brands are starting to pay attention as more and more customers start to express their concerns about the environment and sustainability. Some choose to genuinely make changes to their supply chain, corporate procedures, formulations, packing, and packaging, while others are content to just brand themselves as "green" or "sustainable" without carrying out any of the dirty work.

Let's look at what greenwashing is and how to recognize it in this blog post. 

GREENWASHING – What’s the hype?

The goal of "greenwashing" is to give the impression that a business is protecting the environment more than it is. It deceives consumers into believing they are choosing environmentally friendly products when, in reality, they are not, which makes it risky and deceptive.

There is very little regulation in the beauty sector. This is especially true for the natural sector and the sunscreen industry. Another name for it is the "Wild West." Customers find it difficult to trust a brand as a result, and this poses a major risk to their safety. People, the environment, and the integrity of the entire business are at stake due to deceptive marketing practices, so let's look at ways to identify companies and goods that back up their claims.

Greenwashing vs. Green Marketing

The distinction between "green marketing" and "greenwashing" is not always clear. The truth is that greenwashing would be considered green marketing if it were sincere. The term "green marketing" describes advertising campaigns and strategies that highlight the beneficial adjustments businesses have made to become more ecologically conscious and sustainable. It is open and truthful. exactly the reverse of what greenwashing entails. 

Though it affects many industries, the beauty industry is also heavily impacted by greenwashing. Even if consumer knowledge is undoubtedly at an all-time high, businesses continue to exploit a lot of gray areas. Now let's examine how. 

Understanding Natural, Clean, and Organic

Recently, there has been another movement in the beauty industry that promotes "Clean" Beauty. Clean Beauty advocates for the use of safer, more environmentally friendly, and user-friendly ingredients. But surely this is a positive thing? The issue is that there are no regulations for phrases like natural, clean, etc. This implies that every business can define clean and natural in its unique way.

The issue with phrases like natural and clean is that there is no clear regulation surrounding them. Additionally, this allows for greenwashing. 

People often assume that clean means natural, and that natural means organic, and vice versa, because these concepts are so confusing.

This is how you can avoid Greenwashing

What are some telltale signs of greenwashing in the beauty business now that you have a clear idea of what it looks like? Here are some guidelines to bear in mind, though: 

1. Check for licenses

Find out about a brand's certifications if they make any claims about being "organic." Do they have a COSMOS Ecocert certification? If so, a wide range of topics are addressed here, including product packaging and the supply chain. If not, ask the brand to clarify their lack of certification. Understanding why a brand could lack credentials is crucial.

2. Clearly state your position on cruelty-free goods

Since animal testing is prohibited in India, whatever product you choose will be almost cruelty-free. To ensure that a brand is indeed what it claims to be, look for the PETA bunny label, the leaping bunny logo, or other cruelty-free labels if it is sold worldwide.

3. Examine the ingredients and conduct independent research

Today, a plethora of information on goods, formulas, and ingredients is accessible. You are the final arbiter of what suits your skin type. Some people may not like using fragranced skincare products, but you may appreciate it. So before you purchase a product, do some research. Do you have any reservations? Consult your dermatologist or send the company a message on social media.

4. Do what you can

Eliminating greenwashing requires consumer cooperation. Share your thoughts on social media if you believe a brand is engaging in this kind of behavior. Perplexed by the jargon used by a brand? Question them about it! Make as many inquiries as you can. 

Summary

A threat that has started to spread throughout the beauty industry, greenwashing seriously harms firms that are genuinely sustainable or those that are making an effort to be more ecologically conscientious. The best thing you can do as a consumer is to make inquiries. Inquire about certifications held by brands, and their activities, and provide them with comments.