HOW GREENWASHING FUCKS US ALL

In today’s market, consumers are becoming more conscious about the products they use, especially in the realm of skincare. Terms like “all-natural,” “organic,” “vegan”, and “cruelty-free” are often plastered on product labels to attract environmentally conscious buyers. However, not all these claims are as genuine as they seem. This is where greenwashing comes in—an incredibly deceptive marketing practice that misleads consumers into thinking a product is more eco-friendly than it actually is. In this article, we’ll dive into how greenwashing f**** (ahem), affects us all, and how to truly identify environmentally-safe skincare products.

Greenwashing is a marketing tactic used by companies to falsely promote their products as environmentally friendly. This can include vague claims, misleading labels, and outright lies about a product’s sustainability. The primary goal of greenwashing is to capitalize on the growing demand for eco-friendly products without making genuine efforts to reduce environmental impact. This is the ultimate f-you to consumers, wildlife, and the planet.

Here are a few examples of greenwashing:

Vague Claims: Brands may use terms like “all-natural” or “vegan” without any certification or explanation. A classic example of this is when a product might be labeled as “natural” because it contains one natural ingredient, but the rest of the ingredients are synthetic. False claims like this allow companies to capitalize on the popular buzzwords for eco-friendly products without actually providing the benefit to the consumer.

Misleading Labels: Visual cues like nature-inspired color palettes with greens and browns, or images of landscape scenery, may be used in the brand’s marketing to imply a product is environmentally friendly. This can make consumers associate the product with being green without any substantial evidence.

False Certifications: The creation of fake logos or certifications that mimic legitimate environmental standards is not to be overlooked. Some companies design their own “green” seals that don’t hold any real value or recognition just to exploit the trending labels from reputable organizations.

Though this list is not an exhaustive list of deceptive greenwashing tactics, it outlines some of the most common schemes committed by brands across all industries. From major clothing retailers to car manufacturers, there’s an ever-growing list of companies that have been caught using deceptive greenwashing tricks to sell their products to well-intentioned consumers.

Greenwashing has significant negative consequences on consumers, the environment, and genuinely sustainable brands.

For Consumers-

Trust Erosion: When consumers realize they’ve been misled, it erodes trust in the brand and in eco-friendly claims in general. People become more skeptical of these environmental claims making it harder for truly sustainable brands to gain their trust. As a start-up beauty brand creating plant-based skincare products, we’ve run into our share of skeptical consumers who’ve all but given up on their mission of sustainable living. It’s sad and has a ripple effect across all of their efforts to live mindfully.

Informed Decisions: Greenwashing prevents consumers from making informed decisions about the products they buy. People who want to support sustainable practices might inadvertently end up supporting harmful ones instead; giving the bad actors not only a leg up in unfair competition but allows them to continue their environmental damage.

For the Environment-

Hindering Progress: Greenwashing can slow down environmental progress by creating a false sense of accomplishment. If consumers believe they’re buying green products, they might not push for real environmental changes and regulations. Not to mention, this lack of progress has real effects in the real world. It’s a double whammy on the planet’s ecosystems which will inevitably endure long-lasting damage from these greenwashing practices and no protection from future bad actors.

Waste and Pollution: Products that claim to be eco-friendly but aren’t, undoubtedly contribute to pollution and waste, further exacerbating environmental issues. These greenwashing tactics also falsely estimate positive environmental progress by underreporting the actual damage caused by the products themselves.

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For Genuine Brands-

Unfair Competition: Legitimate eco-friendly brands often face unfair competition from companies that use greenwashing to attract customers. A fact that grinds the gears of our founder, Chandra Davis, as she experienced this challenge firsthand when she introduced our SĒID™ film products to the market. This unfair advantage can lead to reduced market share and visibility for genuinely sustainable products.

Increased Skepticism: As consumers become more skeptical of green claims, it can make it harder for real eco-friendly brands to be recognized and trusted. In addition to this, it decreases the desire for consumers to actively seek out sustainable brands and products, as they may feel it’s not worth the extra effort.

So what’s being done about companies who knowingly and very intentionally deceive consumers about the sustainability of their products? Well, frankly, very little. Regulation varies from country to country, with the U.S. being the most lax in implementing preventive greenwashing measures and enforcing brand transparency. While countries like the U.K. and Australia are leading the way in regulatory oversight across all industries, the U.S. lags far behind. The lobbying efforts from private companies to government administrations are primarily what has allowed greenwashing tactics to run unchecked in America for decades. Things like good old-fashioned bribery, historic kickbacks, misleading claims and other familiar conflicts of interest have positively contributed to the country’s GDP and negatively impacted the planet’s ecosystems.

But not all hope is lost. The increasing demands for product transparency from consumers keep the pressure on governments and companies alike. This collection of uplifted voices holds the powers that be accountable for their actions, and legally liable for their marketing claims. This is where sustainable change happens.

With greenwashing practices running rampant, it’s crucial to know how to identify genuinely eco-friendly products. Here are some tips to help you make informed choices:

Read Ingredient Lists:

The easiest way to spot greenwashing or other deceptive marketing practices is to read the ingredient list of the product in question. This is one area of marketing that has strict regulatory oversight in the U.S., requiring all companies from food to skincare brands, to be transparent about what’s in their products. It’s a win for consumers as you’ll have a firsthand look at what you’re ultimately buying BEFORE committing to the purchase. A viral post from a TikTok user showcases exactly that when she finds more than just peanuts on the ingredient list of a can of Planter’s Peanuts.

Always check the ingredient list for animal-derived ingredients, synthetics, or petroleum-derived materials. Common non-vegan ingredients for skincare products include beeswax, lanolin, collagen, and carmine. If a product claims to be cruelty-free and vegan, its ingredient list should reflect that.

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Look for Certifications:

Leaping Bunny: This certification ensures that no animal testing is conducted at any stage of product development. It is one of the most reliable and widely used cruelty-free certifications available.

PETA’s Beauty Without Bunnies: This certification indicates that the brand does not test on animals. Brands listed under PETA’s program are also typically vegan. If you’re vegan this should be the first certification to look for on the product or website.

Choose Cruelty-Free (CCF): An Australian organization that certifies products as cruelty-free, ensuring no animal testing is involved.

B-Corp Status: The highly coveted B-Corp status is the holy grail for all brands truly committed to sustainable business practices. This certification includes oversight of the company’s ingredient sourcing, production processes, packaging materials, and labor practices. An all-encompassing certificate like this is hard to obtain, so the few brands that have it, deserve to flaunt the seal.

But, beware! Not all certifications are equal. Look closely at the “green seal” of approval and compare it to the known symbol of the regulatory organization that issues it. We were all collectively dismayed to find out that many box water companies touting eco-friendly, paper-based packaging were caught greenwashing when it was revealed their packaging is NOT recyclable due to the inner plastic liner. It was all a sham designed to manipulate consumers into buying what they thought were sustainably packaged water cartons.

Shop Locally:

Shopping locally greatly reduces the chances of brand greenwashing. Products sourced locally are usually manufactured on a small scale, possibly by hand, and sold within a 30-mile radius of production. This is a huge plus in reducing the carbon footprint of the product when it comes to material sourcing and shipping.

Research Brands:

Research. Research. And more research! We can’t stress this tip enough. Doing background research on brands before purchasing their products will help tremendously in protecting you from false claims. Websites like Cruelty-Free Kitty provide comprehensive lists of cruelty-free brands. But don’t stop there! Check out third-party review sites to see what others have to say about the brand, its products, and their experience.

Avoid Vague Claims:

Be wary of vague claims like “not tested on animals” without any certifications. These claims can be misleading, as they might only refer to the final product and not the ingredients used. All aspects of the product from start to finish should be accounted for when making sustainability claims.

In Case You Missed It: Check Out The SĒID™ Film Product Reviews

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Choosing sustainable skincare is not just about supporting ethical practices; it also has broader implications for animal welfare, environmental stewardship, and personal health.

Animal Welfare-

No Animal Testing: Cruelty-free products ensure that no animals are harmed in the testing process. This prevents the suffering and death of countless animals each year. And yes, those lab rats count too!

Environmental Stewardship-

Ethical Sourcing: Eco-friendly brands often prioritize ethical sourcing and sustainable production practices. This means using ingredients that are not only good for your skin but are safe for the planet. Brands like NWÄR SKIN place particular emphasis on regenerative ingredients like plant-derived materials used for their products and packaging. This takes the efforts of sustainability beyond the general use of the product and into the packaging’s afterlife upon disposal.

Reduced Pollution: By avoiding animal testing, cruelty-free brands help reduce the environmental impact associated with the disposal of chemical waste used in testing. This contributes to cleaner air, water, and soil, meaning healthy ecosystems across the planet.

Personal Health-

Cleaner Ingredients: Eco-friendly products often contain cleaner, safer ingredients, free from harsh chemicals and toxins. This can be beneficial for your skin and overall health. These products tend to use natural and organic ingredients, which are less likely to cause skin irritation or allergic reactions.

Supporting Ethical Brands-

Consumer Power: By choosing eco-friendly skincare, you support companies that prioritize ethical practices and environmental sustainability. This consumer demand can drive more brands to adopt eco-friendly practices, leading to broader positive change in the industry.

Transparency and Trust: Eco-friendly brands are often more transparent about their ingredients and production processes. This transparency helps build trust and allows consumers to make informed decisions. This is a win-win for humans and our planet as a whole.

At NWÄR SKIN, we don’t subscribe to an “all-natural” or “organic” beauty status. Instead, we focus on formulating skincare products with ingredients that are both healthy for your skin and safe for the planet. Our innovative SĒID™ film products exemplify what it means to be truly sustainable from production to disposal.

The SĒID™ film products are designed for easy convenience while keeping daily user consumption in check. Each film strip provides a pre-measured dose of skincare product, ensuring you use just the right amount without waste. This innovative, liquid-free design makes them perfect for travel and everyday use.

Our products are made with 100% plant-based ingredients, free from animal-derived components and harsh chemicals, making them perfect for all skin types, conditions, and shades. Our packaging is also made from 100% paper-based materials, which are recyclable and biodegradable; aligning with our commitment to reducing plastic waste and promoting a healthier planet.

Check out our SĒID™ film products in action:

We hope you’ll join us in our movement towards a more sustainable future in beauty…