Greenwashing in Skincare: What It Is, Why It Matters, and How to Spot It

In today’s beauty aisles — both online and in stores — it’s hard not to be drawn in by imagery of flowers, leaves, and claims of natural, clean, or eco-friendly skincare. But behind many pretty packages lies greenwashing — a deceptive marketing practice that makes products seem more natural, sustainable, or healthy than they actually are.

The term “greenwashing” describes when brands use vague or misleading language, imagery, or claims to give the impression their products are environmentally friendly or genuinely natural, even when the formulation doesn’t back it up. Because terms like natural and organic aren’t regulated in cosmetics, companies can use them freely, with little accountability.

How Greenwashing Works in Skincare

Misleading marketing in beauty often includes:

• Highlighting one tiny natural ingredient while the rest of the product is synthetic.

• Counting the 80% water content as the 'natural' ingredient

• Using nature-inspired images and packaging to imply eco-friendly formulas.

• Vague claims like “plant-based” or “eco” with no evidence or transparency.

These tactics create a perception that a product is gentler, safer, or better for the planet — even when it contains ingredients that are far from natural.

Common Ingredients That Aren’t as “Natural” as They Sound

For example, here are just 2 ingredients that often appear in products marketed as natural, but are actually synthetic or highly processed cosmetic ingredients:

PEGs (Polyethylene Glycols) - Often listed as PEG-100 Stearate, PEG-40 Hydrogenated Castor Oil, or similar, these compounds are petroleum-derived emulsifiers and thickeners. Despite being used in “natural” products, they’re not plant-based and may be contaminated with 1,4-dioxane, a potential carcinogen.

“Fragrance” or “Parfum” - When you see “fragrance” on a label — even in products claiming to be eco-friendly — it often hides a mix of dozens of synthetic chemicals, many of which are endocrine disruptors or allergens. This term is ambiguous and unregulated. Some natural skincare may include a 'Pafum' that is made entirely from essential oil, which would be natural, but they will usually specify this -if they haven't, it means they will have most probably used synthetic fragrances.

Why It Matters

Greenwashing doesn’t just mislead — it undermines consumer trust and makes it harder to identify genuinely ethical and natural products. It also makes it easy for brands to profit from sustainability trends without making meaningful changes to their formulations or environmental impact.

So, how to Spot Real vs. Greenwashed Products

• Read the full ingredient list — marketing alone isn’t enough; most natural skincare ingredient lists will have clear language that you will understand

• Be cautious of vague terms like fragrance, natural, or plant-based without explanation or evidence in their ingredient list.

• Don’t be fooled by imagery — flowers on packaging don’t guarantee natural contents.

Does that mean all synthetic ingredients are problematic? The short answer is 'no'. We use 'nature identical', which are technically synthetic.

Why We Use Nature-Identical Ingredients (And Why That’s Not Greenwashing)

While we are deeply committed to natural, plant-based skincare, there are a few carefully chosen ingredients in our apothecary that are technically synthetic — and for very good reasons.

Nature-identical ingredients are compounds made in a lab that are chemically identical to those found in nature. They behave the same way, offer the same benefits, and are molecularly indistinguishable from their plant-derived counterparts. The key difference?

They can often be produced more sustainably, more ethically, and with far less environmental impact.

A great example is citric acid. If the global demand for citric acid — used in food, drink, skincare, and countless other industries — were met solely by squeezing lemons, the land, water, and agricultural resources required would be completely unsustainable. Lab production avoids this ecological strain while giving us a pure, reliable ingredient.

We believe it’s important to be transparent about this. Some brands quietly label nature-identical ingredients as “natural,” but we prefer honesty over greenwashing. Although these ingredients are not technically “natural,” they are as close as science allows — and in many cases, the more environmentally responsible choice.

We use a very small number of nature-identical ingredients (mostly gentle, eco-certified preservatives) to ensure your skincare is safe, stable, and healthy without compromising our values.

Our Ingredients Almanac provides you with all the details and information on all our ingredients, including identifying each of our Nature Identical ingredients. We’re always learning, researching, and refining our ingredient choices, and as new information emerges, we’re not afraid to evolve — even if it means rethinking what we once believed to be natural, sustainable, or ethically sourced

Making informed choices

At a time when consumers are more conscious of ingredients and their environmental footprint, true transparency is vital. Genuine natural skincare should list all ingredients clearly, explain their origins, and, where possible, rely on botanical ingredients that deliver real benefits — not just marketing language.

Understanding greenwashing empowers you to make informed choices, avoid misleading claims, and support brands that align with your values — not just their advertising.

If you would like to know more about our ingredients and why we use them, have a wee look at our Ingredients Almanac - including research papers...

If you would like to know more about the ingredients we don't use and why, including the research, have a wee look at Our Ethos...