Greenwashing in skincare: the art of lying to impress
Imagine your crush is wearing a “I’m a vegan” t-shirt.
You absolutely love it because you are a vegan yourself.
You feel a friendly vibe, you’re ready to share the same dreams and to finish each other’s sentences.
Suddenly one day, you realize your crush wears the “vegan” t-shirt just to impress you, but secretly indulging in a juicy burger when you’re not looking…
That’s kind of like what greenwashing is in the skincare industry…
Imagine your crush is wearing a “I’m a vegan” t-shirt.
You absolutely love it because you are a vegan yourself.
You feel a friendly vibe, you’re ready to begin sharing the same dreams and to finish each other’s sentences.
Then you realize your crush wears the “vegan” t-shirt just to impress you, but secretly indulging in a juicy burger when you’re not looking.
That’s kind of like what greenwashing is in the skincare industry. It’s a marketing tactic used by companies to make their products appear eco-friendly and sustainable, but in reality, they may not be.
As consumers, we all want to make ethical choices when it comes to the products we use, and that includes skincare. However, the skincare industry is rife with “greenwashing” tactics, where companies make their products appear eco-friendly and sustainable, even when they’re not. In this article, we’ll explore how to identify greenwashing in the skincare industry and provide specific examples of deceptive packaging, labeling, and claims to watch out for.
Deceptive Packaging
One of the most common ways that companies engage in greenwashing is through their packaging.
They use imagery and language that evokes nature, sustainability, and environmental friendliness, even when the product itself is far from it. For example, a product may be packaged in earthy tones or feature images of flowers, leaves, or trees, which can create a sense of connection to nature. However, this connection is purely cosmetic and serves as a distraction from the product’s actual ingredients and practices.
Another common tactic is to use packaging that suggests the product is recyclable or made from recycled materials, which can make it seem more environmentally friendly than it really is. While recycling is important, it’s only one part of the sustainability puzzle, and companies should be held accountable for their entire production process, not just the packaging.
Deceptive Labeling
Another way that companies engage in greenwashing is through labeling. They use language that suggests the product is natural, organic, or eco-friendly, even when it’s not. For example, a product may be labeled as “all-natural,” but upon closer inspection, you may find that it contains synthetic ingredients that are far from natural. Similarly, a product may be labeled as “organic,” but the only organic ingredient may be a small amount of lavender oil, while the rest of the product is made up of synthetic and potentially harmful chemicals.
Another common tactic is to use vague or undefined terms that can be easily misunderstood by consumers. For example, a product may be labeled as “chemical-free,” but this is impossible since everything is made up of chemicals. Similarly, a product may be labeled as “non-toxic,” but this doesn’t necessarily mean it’s safe for humans or the environment.
Deceptive Claims
Finally, companies engage in greenwashing by making claims about their products that are misleading or simply untrue. For example, a company may claim that their product is “cruelty-free,” but upon closer inspection, you may find that they test on animals in countries where it’s required by law. Similarly, a product may be labeled as “vegan,” but it may contain animal-derived ingredients like beeswax or carmine.
Another common tactic is to make claims about the product’s environmental impact that are difficult to verify or are simply false. For example, a company may claim that their product is “carbon-neutral,” but this claim may not be backed up by any independent verification. Similarly, a product may be labeled as “biodegradable,” but it may only break down under specific conditions that aren’t likely to occur in a landfill or the ocean.
Examples of Deceptive Ingredients
So, how can you tell if a product is truly eco-friendly and sustainable? The first step is to take a closer look at the ingredients. Here are some examples of ingredients that are often mistaken for being eco-friendly or wholesome but are actually far from it:
1. Palm oil: Palm oil is a common ingredient in skincare products, but it’s often sourced from unsustainable palm plantations that contribute to deforestation and the destruction of wildlife habitats.
2. Synthetic fragrances: Synthetic fragrances are often used in skincare products to create a pleasing scent, but they can contain a variety of potentially harmful chemicals that can have negative health and environmental impacts.
3. Microbeads: Microbeads are tiny plastic beads that are often used in exfoliating products, but they can be harmful to the environment since they are not biodegradable and can end up in oceans and waterways, where they can be ingested by marine life.
4. Parabens: Parabens are preservatives that are commonly used in skincare products to prevent bacterial growth, but they have been linked to hormonal disruption and other health concerns.
5. Sodium Lauryl Sulfate (SLS): SLS is a foaming agent that is often used in skincare products, but it can be harsh on the skin and is also a known environmental toxin.
How to Identify Greenwashing
Now that we’ve explored some examples of greenwashing tactics and deceptive ingredients, how can you identify greenwashing in the skincare industry?
1. Look beyond the label: Don’t be fooled by flashy claims like “natural,” “organic,” or “eco-friendly.” Take a closer look at the ingredients and the company’s practices to ensure that they align with your values.
2. Do your research: Look for third-party certifications like the USDA Organic label or the Leaping Bunny logo to ensure that a product meets certain environmental or ethical standards. You can also research a company’s sustainability practices and track record to see if they truly prioritize sustainability.
3. Read ingredient lists carefully: Be on the lookout for ingredients like palm oil, synthetic fragrances, microbeads, parabens, and SLS. If you’re unsure about an ingredient, do some research to see if it’s eco-friendly or if there are any health concerns associated with it.
4. Watch out for vague or undefined terms: Terms like “chemical-free” or “non-toxic” can be misleading since everything is made up of chemicals, and not all chemicals are safe for humans or the environment. Look for products that use specific language to describe their ingredients and practices.
5. Check for independent verification: If a company makes a claim about their environmental impact, look for independent verification or certification to back it up. This can help ensure that the claim is accurate and not just a marketing tactic.
In conclusion, greenwashing in the skincare industry can be misleading and frustrating for consumers who want to make ethical choices. By being aware of deceptive packaging, labeling, and claims, and by educating yourself on common deceptive ingredients, you can make more informed decisions and choose products that truly align with your values. Remember, it’s not just about what’s on the label – it’s about the entire production process and the company’s commitment to sustainability and ethics.
(Image: Drew Dizzy Graham, via Unsplash)
Links: The Guardian: Greenwashing: The troubling evolution of corporate greenwashing
