Real vs. Fake Natural Skincare: 7 Ways to Spot Green washing
The natural skincare market is booming, with global sales projected to reach $48.04 billion by 2028.
As consumer demand for clean, sustainable products grows, so does a concerning trend: green washing.
This deceptive marketing practice involves brands making their products appear more natural, eco-friendly, or sustainable than they are.
With 73% of millennials willing to pay more for sustainable products, the financial incentive for brands to appear “green” is significant, whether or not their formulations truly align with natural and ethical standards.
How can conscious consumers differentiate between authentic natural skincare and clever marketing disguises? Here are seven reliable ways to spot green washing in the beauty aisle.
1. Scrutinise Vague Terminology
Terms like “natural,” “clean,” “green,” and “eco-friendly” have no standardised definitions or regulatory oversight in the skincare industry.
When a product prominently displays these buzzwords without substantiation, it’s often the first sign of green washing.
How to spot real natural skincare: Look for specific claims backed by third-party certifications like COSMOS, NATRUE, USDA Organic, or EWG Verified.
Authentic brands typically provide clear definitions of what “natural” means to them, with transparent ingredient policies and standards.
2. Decode the Ingredient List
A truly natural product’s ingredient list tells the real story—regardless of the marketing claims on the front label.
How to spot real natural skincare: Authentic natural products generally have:
- Recognisable plant ingredients listed by their botanical names (e.g., “Lavandula Angustifolia” alongside “Lavender Oil”)
- Shorter ingredient lists with minimal synthetic preservatives
- No PEGs, silicones, synthetic fragrances, or petroleum derivatives
Green washed products often contain a handful of botanical extracts among numerous synthetic ingredients—typically positioned at the end of the ingredient list (indicating minimal concentration) while being heavily promoted on the packaging
3. Investigate "Naturally Derived" Claims
Many ingredients marketed as “naturally derived” have undergone extensive chemical processing that substantially alters their natural structure.
How to spot real natural skincare: Authentic brands are transparent about ingredients that, while originating from natural sources, have been significantly processed.
They explain their processing methods and why certain ingredients were chosen despite modification.
Be wary of brands that emphasise an ingredient’s natural origin while ignoring its synthetic processing.
4. Assess Packaging Contradictions
A product claiming to be environmentally conscious while packaged in excessive plastic, non-recyclable materials, or single-use containers reveals a fundamental disconnect in brand values.
How to spot real natural skincare: Genuinely sustainable brands prioritise:
- Minimal packaging
- Recyclable, biodegradable, or compostable materials
- Refillable systems or packaging return programs
- Clear recycling instructions
Look beyond the “recyclable” symbol to determine whether packaging is widely accepted by recycling programs.
5. Evaluate Environmental Claims
Many brands showcase isolated eco-friendly initiatives while ignoring the larger environmental impacts of their operations.
How to spot real natural skincare: Authentic, sustainable brands demonstrate comprehensive environmental commitments through:
- Transparent supply chains that minimise carbon footprints
- Ingredient sourcing practices that protect biodiversity
- Published sustainability reports with measurable goals and progress
- Third-party environmental certifications like B Corp, Climate Neutral, or 1% for the Planet
Be sceptical of brands focusing on minor “green” attributes while ignoring major environmental impacts in their production processes.
6. Question Token Natural Ingredients
A common green washing tactic features a single natural ingredient prominently in marketing while the formula contains only a negligible amount, often listed near the end of the ingredient list.
How to spot real natural skincare: Authentic natural brands typically:
- List key active botanicals within the first 5-10 ingredients
- Specify extract concentrations when relevant
- Provide information about sourcing and quality of signature ingredients
- Avoid using a single botanical extract as their primary marketing focus when the formula contains minimal amounts.
7. Research Brand Ownership and Values
Some seemingly “natural” brands are owned by larger corporations with questionable environmental or ethical practices.
How to spot real natural skincare: Take time to:
- Research parent companies
- Investigate whether a brand’s values extend beyond their marketing materials
- Look for consistent ethical stances across all business operations
- Check if the brand is involved in industry sustainability initiatives beyond their product line
Authentic natural brands typically maintain transparency about ownership and demonstrate consistent values through their entire business model.
The Power of Informed Choices
As green washing becomes increasingly sophisticated, your most powerful tool is information.
By looking beyond marketing claims and developing a deeper understanding of formulations, certifications, and corporate practices, you can identify truly natural products that align with your values.
Remember that no product is perfect, and even the most committed natural brands face formulation and sustainability challenges.
What distinguishes authentic natural skincare is transparency about these challenges and a demonstrated commitment to continuous improvement rather than marketing spin.
By supporting brands that deliver on their natural and sustainable promises, you not only make healthier choices for your skin but also drive positive change throughout the beauty industry—showing that consumers can distinguish between authentic commitments and superficial green washing.
Have you encountered green washing in your skincare shopping? Share your experiences in the comments below!
