What is Greenwashing?

Greenwashing is an environmentally-friendly marketing strategy used by fashion and beauty brands to present their products and services as eco-friendly, when ultimately they are not.

We are here to make a difference; our skincare revolution insists on making change, for the better, in this industry. Simplicity is key in everything we do, from your skin only using what you really need to our sustainable values that we are continuously looking to improve. We go against the grain from what’s normal in the skincare industry. We are challenging boundaries but this is what’s important to us! 

The term ‘greenwashing’ was first coined in 1986 to describe the practice of companies making false or exaggerated claims about their environmental efforts in order to win over more environmentally conscious consumers. Over the last few decades, the practice of greenwashing has become increasingly popular amongst fashion and beauty brands as they look to capitalise on the growing demand for sustainable products and services. The main reason why so many fashion and beauty brands are now being caught out for greenwashing is because of their lack of transparency when it comes to their environmental practices.

In order for a company to make a genuine commitment to sustainability, it must be willing to openly disclose its environmental efforts and provide evidence to back up its claims. Unfortunately, many brands have been found to be making unsubstantiated claims about their environmental practices, while failing to provide any real evidence to back them up. This lack of transparency has allowed them to get away with greenwashing their customers for far too long.

Many brands are now being caught out for greenwashing is because of the prevalence of greenwashing labels. These labels are often used to make a product appear more eco-friendly than it actually is, without providing any real evidence to back up the claims. For example, a brand may use a “sustainable” or “organic” label on a product, without providing any information about how the product is actually made or what materials are used. This lack of information can lead to customers being misled about the true environmental impact of the product, which can have serious implications for both the brand and the environment.

Despite the growing awareness of greenwashing, there are still no laws in place to protect consumers from being misled by false environmental claims. This means that many brands are free to make unsubstantiated claims about their environmental efforts, without fear of repercussions.

In order to combat greenwashing, it is important that brands are held accountable for their environmental practices by introducing legislation to protect consumers from being misled by false environmental claims, as well as introducing regulations to ensure that companies are transparent about their environmental efforts.

It is also important that customers are educated on the true environmental impact of their purchases, so that they can make informed decisions when it comes to their shopping habits in the bid to create a more sustainable future.

Our products are designed with the environment in mind. Just like our skin we must take time to understand and care for it. Read more on our Sustainability page to find out more about how we play our part.