September 25, 2019
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3 MIN READ
What is greenwashing and how to spot it?
As a conscious skincare customer, you want to make the right choices—for your skin, your health, and the planet. But with so many brands jumping on the "clean" and "green" beauty trend, it’s becoming harder than ever to tell what’s truly natural and what’s just smart marketing. That’s where the term greenwashing comes in.
Let’s break down what greenwashing really is, why it’s so common, and what you can do to avoid falling for it.
Key Takeaways
- Greenwashing is when a brand misleads consumers by claiming to be more natural or eco-friendly than it really is.
- Be cautious of buzzwords, misleading packaging, and vague claims.
- There are no strict legal definitions or regulations for terms like "natural" in cosmetics.
- Learn how to spot the signs and choose truly green brands backed by transparent ingredient lists and credible certifications.
What Is Greenwashing?
Greenwashing is when companies use marketing tactics to make their products seem natural, sustainable, or non-toxic—when in reality, they’re not. It's a growing issue in the beauty industry, where the demand for green beauty and natural skincare is on the rise.
Brands may highlight a single natural-sounding ingredient on the front of the packaging, use earthy tones or leafy imagery, and throw around terms like “green” or “eco-friendly”—even when the product contains synthetic or environmentally harmful ingredients.
It’s important to understand that there are no strict regulations preventing companies from doing this. In fact, many can legally label a product as "natural" or "green" even if the formula is mostly water and the rest is made up of synthetic chemicals.
This type of misleading marketing is why understanding greenwashing regulations—or the lack thereof—is so important for consumers.
Common Types of Greenwashing in Beauty
Here are some of the most common tactics brands use to greenwash their skincare products:
Vague or unregulated terms
Words like “clean,” “green,” “natural,” or “non-toxic” are not legally defined in cosmetics and can be used very loosely.
Green imagery
Think leaves, earthy colours, and eco-symbols that suggest a product is more natural than it is.
Ingredient spotlighting
Products may claim to be “enriched with argan oil,” when in fact it’s listed last on the ingredients—meaning it’s only present in tiny amounts.
Vegan = green
Just because a product contains vegan ingredients doesn’t mean it’s entirely vegan—or natural, or sustainable.
'Free from' claims
Some brands highlight the absence of ingredients like parabens to appeal to conscious consumers—even though these ingredients are permitted and considered safe under EU law. These claims can be misleading and are increasingly discouraged under EU cosmetic regulations.
Why 'Natural' Doesn’t Always Mean What You Think
A major issue is the lack of universal legislation defining what “natural” really means in skincare. Thanks to ISO 16128, a brand can legally label a product as natural if 95% of its ingredients are of natural origin—but this often includes water, which is classed as natural and usually makes up the bulk of the formula.
This means a product could technically be called natural even if the remaining 5% is synthetic, and some of that synthetic content might have a significant impact on your skin or the environment.
How to Avoid Greenwashing
Being informed is your best protection. Here’s how you can shop more confidently:
- Always read the full ingredient list, not just the front of the label.
- Be cautious of bold single-ingredient claims—especially if that ingredient is listed at the very bottom of the ingredients list.
- Look for third-party certifications that back up a brand’s claims.
- Research the brand—check their values, sourcing, and whether they’re transparent about their practices.
Trusted Certifications to Look For
These marks can help you identify truly ethical and sustainable brands:
- POFCAP – Palm Oil Free Certification Trademark
- CosmEthically Active – defines natural, ethical and actiive cosmetics.
- COSMOS Organic or Natural - guarantees that a cosmetic product is made with a high percentage of organic ingredients.
- Leaping Bunny – Cruelty free.
- PETA - Cruelty free and and vegan.
- Vegan Society – Free from animal-derived ingredients.
- Soil Association – Organic and sustainably sourced standards.
Final Thoughts
It’s never been more important to shop consciously—but it’s also never been more confusing. With so many types of greenwashing in the skincare industry, being an informed consumer can feel like a full-time job. But once you know what to look out for, it becomes easier to spot the red flags.
If you're looking for natural skincare that stays true to its values, explore Amaranthine’s luxurious range of products, all made by hand in small batches in our glasgow studio. We believe in full transparency, thoughtful ingredients, and skincare that does good—for your skin and the planet.
Want to learn more about how we stay committed to ethical skincare? Visit our 'about' page to see what drives our green beauty mission.
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Sarah Rueger
About the author
Sarah is the founder of certified palm oil free natural skincare brand Amaranthine. She is a qualified organic skincare formulator and has diplomas in Beauty Therapy and Clinical Aromatherapy.
