Clean. Sustainable. 100% Organic. If you’ve ever walked through a skincare retail, chances are that you’ve seen these claims– and likely more than once in the same store!
Within the past decade, these words have become exponentially more common. But many consumers look upon these terms with scepticism – well-placed doubt if you consider the sheer number of brands that are guilty of making empty claims without establishing any true commitments. So what exactly do these claims mean? And how can you, as a consumer, tell if they are valid?
Let’s start by defining the term “greenwashing”. No, this is not a sustainable method of washing cars. This is what happens when a brand claims to be organic, natural, or sustainable – but in actual fact does not have genuine commitments to greener and sustainable processes. Essentially, greenwashing is when companies make empty claims to gain support quickly.
The rising frequency of greenwashing has been especially tough on brands that are truly making an effort to increase transparency and fair trade. So, how can you tell if a brand is really sustainable?
Start by asking lots of questions! What you read on websites or see on an Instagram post are not definitive answers. It is your responsibility to engage in conversation with the brands you are supporting. On the flip side, it is the brand's responsibility is to be transparent with their claims. They have to show, not tell.
Keen to find out more about how we design and manufacture our skincare range? We’re more than happy to answer any questions that you have! Follow us on social media for weekly for skin health tips and feel welcome to drop us a message if you would like to find out more about our sustainable commitments.
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