When we talk about natural cosmetics, we sometimes think about certain advertisements: spots where there is green everywhere and where the power of plants is omnipresent. Unfortunately, those ads are not always about truly natural products.
As the term “natural” is not defined by law in Europe, a few players in the cosmetic industry try to hijack the concept or simply lure the consumer.
They do not hesitate to shed a lot of light on the natural ingredients in their formulas (no matter how little of them there really is inside) and they do not say a word about their controversial and potentially harmful ingredients.
That is greenwashing. It is the deceitful act of passing as natural and ecological a product that is really the same as a conventional one. For instance, in some green washed cosmetic products, you will find an organic plant extract, together with parabens and/or quaternary ammoniums (which are prohibited in certified organic cosmetics in Europe, as they are harmful to the environment).
We do not mean here to attack conventional cosmetics. They are a completely valid option for those who consciously decide to pick them. The problem with greenwashing is the dishonesty: the fact that it dresses the same old offer as something new, clean and ethical.
What is your experience with greenwashing ?
Please leave a comment below or reply on Twitter #AntoninB #Greenwashing