Greenwashing in cosmetics: how to avoid being deceived?

In a world where environmental awareness is increasingly gaining traction, the term “greenwashing” has become common, referring to the practice of certain companies that claim to be sustainable and environmentally friendly without truly acting in that direction. But how do they operate? How can you decipher a greenwashing company? How can you avoid being misled? In this article, we will help clarify these points and explain what a genuinely committed brand looks like.

What is Greenwashing?

Have you ever typed “def greenwashing,” “definition of greenwashing,” or “ecological washing definition” into the internet? If so, this article is for you.
Greenwashing refers to deceptive marketing practices employed by certain companies to project an eco-friendly image without actually implementing meaningful measures to reduce their environmental impact. This can manifest through vague claims, the use of “green” elements, a change in visual identity, or even misleading certifications.

Often, companies that engage in greenwashing go to great lengths to deceive consumers. Marketing plays a significant role in these deceptive practices. They simply need to steer their artistic direction toward something clean and nature-inspired, often in green tones. And very often, that’s enough to fall for the trick. It’s essential to be cautious; it’s not hard to make you believe certain things when enough effort is put in. That’s why we always encourage you to look deeper and educate yourself before trusting a brand.

This phenomenon of greenwashing is not only disappointing for you, environmentally-conscious consumers, but it also harms other companies that genuinely strive to uphold their environmental commitments.

How to Identify and Avoid It?

Monitor the Composition

The first effective way to detect greenwashing is to check labels and ingredient lists. If a product claims to be “earth-friendly,” but contains a list of ingredients to avoid, you should be concerned. Feeling lost when it comes to the composition of your cosmetics? Don’t worry; many tools are available to help you. The most reliable resource is “The truth about cosmetics” which serves as a comprehensive guide to help you better understand the composition of your favorite products and, importantly, to avoid greenwashing companies.
Additionally, some brands focus on raising awareness and providing information on these topics. You can rely on scientific articles or blog posts from truly committed brands.

Research Reliable Ecological Labels

One way to better understand the packaging of your beauty products and, importantly, to trust a brand is to know how to identify the labels it belongs to. Indeed, some companies still manage to deceive consumers via greenwashing by using false logos or associating themselves with labels that do not have strict criteria.

Typically, having a label is a mark of quality, but you can still be misled. You can easily verify the reliability of the label in question by visiting its website. Don’t hesitate to check if it is an independent label, whether it has its own set of specifications, if it has other members, and what criteria it covers.

Once you have verified this information, you can trust the brand and the composition of its products. Be aware that an organic or ecological label provides safety regarding the product’s composition. It will be subjected to strict criteria and an annual audit to ensure it meets the label’s specifications. Compliance with a range of criteria related to its reliability and environmental respect will also be evaluated.

Check the Website and Gather Information

If you have doubts about certain companies that may be engaging in greenwashing, you can easily visit the brand’s website to verify its actual commitments. Does it hold a label? Is it ethical? Where is it manufactured? What are its values/commitments? What is its production method?

By visiting a brand’s website, you can quickly determine if it promotes false claims or if it does not respect the environment. It’s always important to do your research thoroughly.

Examine the Packaging

Before even focusing on the product itself, it is essential to check the packaging and ask yourself some questions. Is it made from recycled/recyclable materials? Is it environmentally friendly packaging? Are the packages minimalistic, without excess packaging? This is how you can identify a company that engages in greenwashing. If a company promotes beautiful values but makes no effort regarding its packaging, that’s already an alarming sign.

Hairborist has Always Battled Against Greenwashing

Transparency Above All

We have decided to be 100% transparent with our customers. We share the INCI list of all our products, and we also communicate about our production methods and manufacturing processes. It’s simple: everything is made in our own facilities in Meulebeke, West Flanders. We are both producers and distributors, giving us control over the entire process.
We have chosen to adopt open communication directed toward consumers, explaining our choices through our articles, website, and labels, analyzing our ingredients so that our world holds no secrets for you!

By informing our customers, we empower them to make informed choices and hope to encourage a change in behavior within the cosmetics industry. In short, we have been committed to fighting against greenwashing from the very beginning.

High-Quality, Natural Formulations

From the very beginning, we have been aware that Mother Nature offers us the best. At Hairborist, we do not work with chemical substances that promise empty results; instead, we carefully select each plant to extract as many benefits as possible. We work with these plant extracts, transforming them into vegetable oils or essential oils, which serve as the foundation of our products.

It is important to note that every flower, plant, and oil has its own virtues for addressing skin and hair issues. We typically address the problem at its source (for example, oily hair) and then assign the best natural ingredients to resolve and treat the issue.

Our approach also aims to minimize the carbon footprint associated with the production and transport of our products. Simply put, everything is done in-house!
Our ingredients are therefore healthy, reliable, and respectful of both the planet and your health. We select them with the utmost care and refine them in our own laboratory.

A Label to Guarantee Genuine Eco-Friendly Products

To reassure you and offer products that are reliable and eco-friendly, the majority of our products are certified by the Ecogarantie label. No greenwashing here!
And since we don’t do things by halves, the Ecogarantie label we have chosen is the strictest in Europe. It is the only label that requires 100% of natural origin ingredients to be organic. You could say it’s the maximum standard!

Additionally, it is one of the few labels that is neutral and independent. What does this mean? Well, independent control organizations conduct the audits on the products, and they have no vested interests. They have their own set of specifications and do not intervene in the certification process. Experts handle this, and when a product does not meet the standards, they cannot grant the label! This ensures strict controls and criteria for optimal safety and, above all, environmentally friendly products.

Ethical Practices to Care for the Planet

Our ecological commitment goes beyond the choice of our ingredients. We take it much further by promoting ethical practices and selecting materials that protect the environment.
Our packaging is made from recycled and recyclable materials, and all our packaging is minimalist. At Hairborist, there’s no excess, only the essentials!

Additionally, we encourage our customers to reuse containers and avoid generating waste. How? Through bulk purchasing, a practice we have emphasized from the very beginning. You can simply refill your empty bottles at one of our partner salons, thanks to the large containers available there. Beyond the gesture for the planet, you’ll likely receive a small discount as well!