Is Your Skincare Greenwashed? How to Find Truly Clean Beauty Brands

Beauty product flatlay to demonstrate greenwashing in skincare

Greenwashing in skincare is everywhere in the beauty world. Have you ever picked up a product that promised to be “natural,” “eco-friendly,” or “clean,” only to feel unsure what any of it really meant? You’re definitely not alone. With the rise of conscious consumerism, beauty brands have rushed to meet the demand, but not always with honesty or transparency.

Greenwashing is when brands use feel-good language or imagery to give the impression their products are safer, more sustainable, or more natural than they really are. And unfortunately, it often targets people like you. Someone who genuinely cares about what goes on their skin, and is trying to make more thoughtful choices.

But here’s the good news: once you know what to look for, greenwashing becomes much easier to spot. And that means you’ll be more confident choosing brands that truly align with your values.

In this post, I’ll guide you through what greenwashing actually looks like in the beauty industry, how to spot it, and how to find brands that are doing better. The goal is to help you feel good about what brands you’re supporting (and putting on your skin).

What Is Greenwashing in Beauty?

Greenwashing is when a brand uses misleading claims (often through vague language, imagery, or packaging) to appear more eco-conscious, non-toxic, or ethical than they actually are. In the beauty industry, it’s especially common, because there’s no official regulation around terms like “natural,” “clean,” or even “organic.”

That means a product can be labelled “clean beauty” and still contain potentially irritating or questionable ingredients, simply because there’s no legal definition holding brands accountable.

Greenwashing in skincare doesn’t always mean a brand is doing something intentionally deceptive, but the result is the same: as a shopper, it’s easy to feel confused, misled, or disappointed once you dig deeper into the ingredient list.

And when you’re making an effort to shop more consciously, it’s totally valid to feel frustrated.

Common Signs of Greenwashing on Beauty Labels

Once you start paying attention, the signs of greenwashing in beauty products become easier to spot. Here are a few red flags to keep an eye on:

Buzzwords without backing: Words like “non-toxic”, “eco”, “clean”, or “chemical-free” may sound reassuring, but they don’t mean much without proper context or certification. Ask yourself: Is this claim supported by anything tangible? Some more phrases to look out for: botanical, herbal, green, gentle, plant-derived, pure, sensitive, x-free (eg. paraben-free)
Nature-themed packaging: Green leaves, earthy tones, and “natural” looking fonts can make a product seem more ethical or plant-based than it really is. Always look past the design and read the actual label.
“Free from” claims that are irrelevant or misleading: Some brands list ingredients that are never found in their category (like “free from x” on a product that wouldn’t need them anyway) just to appear more “clean.” This distracts from what is in the formula.
No full ingredients list upfront: Transparency matters. If you can’t easily find the complete INCI list on a product page or label, it’s a sign the brand may be more interested in the marketing than the ingredients themselves.
Fragrance listed vaguely: “Fragrance” or “parfum” on an ingredients list can mask dozens of undisclosed synthetic compounds. Truly transparent brands will break this down, especially if they use only essential oils or naturally derived scents.

5 Signs a Brand Might Be Greenwashing

Even if a product looks clean or natural, sometimes the brand’s overall behaviour tells a different story. Here are five subtle (and not-so-subtle) clues to watch for:

Lack of Ingredient Transparency: If a brand only shows the “hero” ingredients but doesn’t list the full INCI (International Nomenclature of Cosmetic Ingredients), that’s a red flag. Truly clean brands are upfront about every ingredient, not just the ones that sound good.
Misleading Certifications (or none at all): Be wary of unofficial-looking “green” stamps or vague promises of being “eco-friendly.” If a brand is truly organic, cruelty-free, or non-toxic, they’ll usually back it up with third-party certifications like COSMOS, Soil Association, or ECOCERT. Use your best judgement though, as this may not always be the case for smaller indie brands as certifications can be expensive!
Green Marketing with Dirty Practices: Sometimes brands promote a “clean” or “sustainable” range while still selling conventional products full of questionable ingredients. This selective branding – sometimes called “token green products” – can be misleading.
Overuse of Natural Imagery Without Evidence: Just because a website or label is covered in leaves, flowers and soft green tones doesn’t mean the formulas are plant-based or non-toxic. Always go deeper than the aesthetic.
Avoiding Accountability: Clean beauty brands are usually open to feedback and willing to improve. If a brand dodges ingredient questions, ignores criticism, or brushes off concerns with vague responses, it’s a sign they may be more interested in image than integrity.

Tip: Still unsure if a brand is the real deal? Head over to their About or FAQ page. The most transparent brands clearly explain their ingredient philosophy, sourcing standards and commitment to sustainability.

So What Does a Truly Clean Brand Look Like?

Not all clean beauty brands look the same, and they definitely don’t need to. But the ones worth your time (and money) tend to have a few things in common:

Full Ingredient Transparency: They list every single ingredient clearly – often both the INCI name and a plain English explanation. There’s no guessing, no hiding behind “fragrance” or “proprietary blends.”
Clear Ingredient Standards: The best clean beauty brands define what clean means to them. They usually have a “no list” (sometimes called a blacklist or restricted list) of ingredients they avoid, and a clear reason why. Check my list of ingredients to avoid as a starting point.
Thoughtful Formulations: It’s not always about being 100% natural, but more so about safer, better alternatives. Clean brands often use a small amount of synthetic ingredients when they make sense and have a proven safety profile, but avoid ingredients that are known to be potentially harmful, irritating, or poorly regulated.
Ethical and Sustainable Values: Many truly clean brands go beyond ingredients. They’re often transparent about sourcing, sustainability, ethical labour, cruelty-free practices, and eco-conscious packaging. It’s not just lip service.

How to Research Beauty Brands (Without Going Down a Rabbit Hole)

When you start paying closer attention to what’s in your beauty products, it’s easy to fall into overwhelm. Between greenwashing, conflicting advice, and ingredient names that sound like a chemistry exam, doing your own research can feel… exhausting.

Here’s how to keep it simple:

Start With the Brand Website: Do they list full ingredients? Do they have a clear “no list” or clean standard? Is it easy to find their stance on things like sustainability or ethics? Transparency up front is a green flag.
Look for Third-Party Certifications: While not perfect, certifications like COSMOS Organic, ECOCERT, Leaping Bunny, or Soil Association can offer some reassurance that a brand’s claims are backed by independent criteria.
Use Ingredient Lookup Tools (With Caution): Websites like EWG Skin Deep, INCI Decoder, or apps like Think Dirty can help demystify ingredients – but use them as a starting point, not a final answer. These platforms often over-simplify or miss nuance so don’t always take what they say as gospel.
Trust Your Gut (and Your Skin): If something feels off or your skin reacts poorly, it’s okay to step back. Even if the product is from a “clean” brand! You know your body best. Don’t feel pressured to follow trends or popular products that don’t work for you.

If you’re just beginning your clean beauty journey (or even refining it), you can check my natural & organic beauty brand directory for all the brands I’ve personally used and recommend!