90% of consumers take into account sustainability when buying beauty products(1). It has already become customary to stand in front of any shelf, take a product and review both the ingredients and the type of container. Words like “natural”, “ecological”, “bio”, “sustainable” or “vegan” try to call our attention and have become commercial advantages. However, do we really know what we are buying when we choose a cosmetic?
The main problem is the lack of regulation. Currently, there is legislation for cosmetic products that covers aspects such as safety and labeling, together with a regulation that describes six common criteria for product statements. However, already differentiates what happens in the food sector, There is no regulation or harmonized criteria that clearly defines what is understood by terms such as “natural” or “ecological” in terms of cosmetics.
This legislative lagoon has an obvious consequence: the Greenwashing (or green washing). It is a bad commercial practice in which exaggerated words are used, difficult to verify or directly false for under an illusory image of ecological responsibility that, in reality, is non -existent. When consumers buy, they need real, useful tools that help them make an informed decision. With this as a context, How can we know that we are not being deceived?
In this article of Ecology Verde and Natrue we explain to you How to know if a natural cosmetics product is original or Greenwashing.
As a consumer, how can I know what logo is reliable?
Consumers want their products to be more respectful not only with their skin, but also with the planet, but do not know where to start. The sustainable beauty coalition (SBC) of the British Beauty Council approached that concern and launched the Planet Positive Beauty Guidea guide to help easily recognize the logos that appear in the market. The manual offers simple definitions of the most used terms in the cosmetic industry -as “microplastic”, “synthetic”, “recyclable”, “Zero Waste”, “ethical” or “carbon footprint” -and offers examples of labels and certifications that guarantee said statements.
And what can I do as a producer?
In 2021, a Natrue study He identified that consumers cannot always, and unambiguously, make a clear distinction between natural cosmetics (for example, those who are certified) and cosmetics inspired by nature (an indefinite mixture of natural and synthetic ingredients); So you run the risk of being deceived by marketing campaigns.
Precisely this is where private standards come into play. The manufacturer’s self -decoration is not enough; Something else is needed, a guarantee, something that says if that self -decoration is true or not. A solution is to choose to certify according to well established, recognizable and transparent standards, such as that developed by Natrue, which establishes strict label criteria.
There are several labels … which one I choose?
Not all labels follow the same criteria. In order to differentiate between self -decoration and a real label, the first step is to define our interests. It may sound complicated, but it is not: the key is to ask yourself what type of product is looking for and what characteristics you want you to have or fulfill the cosmetic you want.
In Natrue we believe that a certification that comes from a non -profit, voluntary and certified organization by authorized third parties should be chosen. Because? If the same person establishes the criteria and is responsible for seeing if they are fulfilled, there may be conflict of interest; Instead, the thing changes if a person elaborates some criteria, and another, alien and independent of the previous one, is responsible for verifying it. This second option sounds more transparent, right? You cannot be judged at the same time.
Natrue is a non -profit association that elaborated an international standard -the Natrue standard -that, since 2008, establishes strict criteria for two types of cosmetics: natural and ecological. A third independent part It is responsible for checking if the products comply with the standard. If fulfilled, the label is granted; If not, no. Without exceptions. In this way the consumer may be sure that all the products that carry the Natrue logo are what they claim to be.
In addition to certification, what else can the cosmetic industry do?
Without a doubt, the solution is to combine several actions; Among them:
- Responsibility: Society is increasingly aware and informed; and demand products that are what they claim to be. As a brand, do not try to follow a trend if you do not meet it. Honesty above all.
- Preach with the example: The industry must join forces and boost good practices.
- Invest in what matters: Greater investment in green and sustainable innovation as part of the company policy.
- Legislation: a regulation that establishes not only definitions but criteria and methods for its application and control mechanisms.
We are living a vital moment for natural and ecological cosmetics. The demand of consumers generates a clear opportunity to develop raw materials and new products with an approach to natural, renewable, circular and sustainable innovation backed by green chemistry and certification. Go for it!
If you want to read more articles similar to How to know if a natural cosmetics product is original or Greenwashingwe recommend that you enter our category of organic products.
- ‘Skin Deep Beauty’ – Provence. Available at: https://www.provenance.org/news-insights/New-provenance-report-explores-sustainable-beautys-tust-problems
