SSBS #008: Greenwashing is a DIRTY word.
‘Ello Love! (said in my best british accent)
Today we’re going to get about as controversial as you can get in the world of skincare, and we’re going to chat all about my favorite dirty word…GREENWASHING.
If I could only arm you with knowledge around ONE topic in the skincare world it would be how to navigate a label and how to spot a product that has been greenwashed.
This is so important because our tendency as consumers is to shop products that are A) affordable B) accessible C) look cool on the shelf. We tend to trust that a product is what it claims to be and does what it says it does, right?
I hate to be the one to break it to you, but most companies do NOT have our health and safety in their interest, and a prime example of companies taking advantage of trusting consumers, is the act of greenwashing.
Greenwashing occurs when a company makes claims that lead you to believe that their products are safe and harmless to use, when in reality, they might be loaded with known human toxins, and do none of what they claim.
And, the sad part is there is little to no regulations preventing companies from doing this.
Which means it’s up to us, the consumer to push for safer, transparent products and clear marketing term regulation. I promise, if you read through this email, you will be armed with easy and straightforward ways to decode products off the shelf, and to avoid unknowingly using products that might be harmful to your health - all without feeling like you need a doctorate in chemistry to shop for personal care products.
We’re going to chat 5 commonly used marketing terms that show up when a company might be greenwashing, and one tool that can help you right away to wade through the greenwashed noise.
Now, let's dive in.
#1 “Natural”:
What does it mean if you see “natural” on a label? Legally, nothing, since the FDA doesn’t regulate it. It may mean that all, or a certain percentage of a product’s ingredients are mineral or plant-based, rather than synthetic. To find out the level of a brand’s commitment to being natural, look for third-party certifications by the Natural Products Association, NaTrue, BDIH, and EcoCert. These organizations’ standards have a lot of overlap, but their requirements do vary, so checking their website is your best bet.
#2 “Organic”:
The FDA doesn’t regulate the term “organic” on cosmetic product labels. In order for brands to leverage the popularity of the term for more marketability, the front of their labels may inaccurately represent how much of the product is, in fact, organic.
If a cosmetic has a USDA Organic seal, that means some of the raw ingredients in that product (such as aloe or coconut oil) were produced without using chemical fertilizers and pesticides. When you see these products, be aware that brands may still include potentially harmful preservatives or other questionable ingredients in their products despite using organically derived raw materials.
#3 “Preservative-Free”:
Beauty products that contain water, like shampoo, hand soap, and lotion, need to contain some sort of preservative to prevent yeast, bacteria, or mold from growing, because otherwise, they would be totally unsafe to use.
When a company claims a product is “preservative-free”, it could mean a few different things: The product may not contain any water, so it wouldn’t need a preservative in the first place; or the product may be made only with antioxidants (like tocopherol) or natural preservative boosters (like neem or rosemary oil). In a few rare cases, a brand may ask you to refrigerate the product or keep it on your shelf at room temperature for only a few days.
Again, the term “preservative-free” may not mean that the product is safer for your health. And products that do use preservatives aren’t always necessarily unsafe.
#4 “Chemical-Free”:
Everything is made up of chemicals and they are not inherently bad. After all, water is a chemical! The problem comes when a chemical is either untested or known to be unsafe.
So, this term can be misleading due to the lack of regulation. Instead of looking for products that are “chemical-free”, go for products without toxic, harmful, or questionable chemicals.
#5 “Dermatologist-Approved”:
A dermatologist may approve a product, especially if there’s payment involved, but that doesn’t mean the product has gone through ANY rigorous or standardized testing.
It also doesn’t mean the product has been evaluated for its potential to impact long-term health. Dermatologists often recommend products that are less likely to irritate your skin, but rarely look at potential ingredient links to problems like hormonal imbalances or cancer.
My hope is that a quick review of these commonly used greenwashing terms will arm you with information that will allow you to move forward confidently, and take a closer look at products that you might purchase in the future.
There are tons of other terms out there that can be used in marketing meant to invite you to trust a company (i.e. vegan, pure, simple, cruelty-free, eco-friendly, sustainable, etc.) and the use of these terms doesn’t always mean that a company isn’t telling the truth!
Again, use discernment when scanning a label. Look for real certifications that are known and trustworthy. Email a company and don’t be afraid to ask questions or seek clarification on claims. If a company is unwilling to disclose information - RED FLAG in my opinion.
THE ULTIMATE TOOL TO CHECK YOUR PRODUCTS
Ultimately, I recommend using the Healthy Living App from the EWG to scan new products no matter what. This app will give you a quick and easy rating (on a scale of EWG verified through 10) that will allow you to know if a product might be harmful to your health and in what ways.
I look for products that are either EWG verified, or rate under a 3-4 in terms of toxicity. I personally will not use products that rate above 4 unless I’ve done further research on the ingredients themselves.
I actually love the desktop version if I’m just looking up products, and for the ability to enter the ingredients of any product in question that isn’t in the app. The database will take the ingredients and give you an approximate rating!
I know this can feel like a lot, but just take it one product at a time friend! I’m also happy to help you decipher any products you’re uncertain about, just hit REPLY here and shoot me off a message!
I’ve also created this easy to read graphic on some big greenwashing terms to be on the lookout for as well as this easily scannable QR code to take you to the Skin Deep app!
TL;DR:
Greenwashing is a way companies market their products to make you think they’re safe
Many personal care product marketing terms are unregulated, and this allows companies to trick you
There are 5 basic greenwash-heavy terms to look out for (natural, organic, chemical-free, preservative-free, and dermatologist-approved)
The Skin Deep App can help you quickly determine a product’s safety
See you again next week friend. We’re going to switch it up and talk about another topic in the clean beauty world that get’s people all abuzz - NATURAL DEODORANT. We’ll talk about why we sweat, what to look out for in our deodorant products, and how to switch to safer options that support your health!
Whenever you’re ready, here are 3 ways I can help you:
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