At this point, almost every beauty brand wants you to believe they are clean, green, or sustainable. With climate consciousness at an all-time high, companies know that consumers are prioritizing eco-friendly choices. But how many of them actually live up to their claims? The truth is, many brands rely on misleading marketing tactics to appear more sustainable than they really are.
This strategy, known as greenwashing, allows brands to capitalize on the demand for environmentally friendly products without making substantial changes to their production practices. From skincare to makeup and even fashion, companies use buzzwords like “natural” and “eco-conscious” to persuade shoppers while still engaging in wasteful packaging, unethical sourcing, and harmful chemical formulations. Greenwashing isn’t just deceptive—it slows down real progress toward sustainability by rewarding brands that sound eco-friendly instead of those actually making a difference.
To break down how greenwashing works, I spoke with Chandler Dowd, an Integrated Marketing Activation Manager at Her Campus Media, who has firsthand experience working on influencer campaigns and brand marketing. She shared key insights into the red flags consumers should look for and how brands often put more effort into looking sustainable than actually being sustainable.
As consumers, we need to dig deeper. A product wrapped in neutral-toned, minimalist packaging with the word “clean” on the label doesn’t automatically mean it’s good for the planet. Let’s explore the biggest greenwashing tactics, how brands get away with them, and what we can do to shop smarter.
Greenwashing is when companies present themselves as more environmentally responsible than they actually are. It’s designed to mislead consumers into believing they’re making ethical and sustainable purchases when, in reality, these brands often fail to meet meaningful environmental standards. The term was first coined in the 1980s, but as the clean beauty movement has exploded, greenwashing has become even more widespread.
Dowd points out that greenwashing extends beyond just the product itself—many brands contradict their sustainability messaging through excessive plastic packaging and PR mailers. “Plenty of so-called ‘sustainable’ products are still packaged in excessive plastic, which completely contradicts their message,” she says. “The same goes for PR mailers and influencer gifting. Brands often send massive, wasteful PR boxes while marketing themselves as eco-conscious.”
One of the biggest issues with greenwashing is that it takes advantage of consumers’ good intentions. Many people want to support sustainable brands and reduce their environmental impact, but without industry regulation, brands can use vague language and clever marketing to create a false sense of responsibility. As a result, shoppers end up spending more on products they believe are better for the planet—while the beauty industry continues to generate excessive waste and pollution.
Common Greenwashing Tactics and How to Spot Them
1. Meaningless Labels
Many beauty products claim to be “natural,” “clean,” or “eco-friendly” without providing any proof. Unlike terms such as “organic,” which require certification in some industries, words like “green” and “non-toxic” are unregulated, meaning brands can use them freely without meeting specific environmental standards. Unless a product has a third-party certification from organizations like Leaping Bunny, Fair Trade, or the USDA, its sustainability claims should be questioned.
Dowd recalls an experience working on an influencer campaign where several influencers called out a brand for misleading sustainability claims. “When we reached out to influencers, several declined because they did their own research and realized the brand’s sustainability efforts were minimal at best. It was clear that the campaign was more about marketing than real change, and these influencers weren’t afraid to call them out,” she explains. This highlights how the lack of industry regulation allows brands to use sustainability as a marketing ploy rather than a genuine effort.
2. The Illusion of Recyclable Packaging
Many brands market their packaging as recyclable, but the reality is far more complicated. While some plastics can technically be recycled, most municipal recycling programs cannot process mixed materials or certain plastic types. If a brand claims to use recyclable packaging but doesn’t provide a take-back program or specify how its materials break down, it may not be as sustainable as it claims.
3. Green Ingredients, Dirty Formulations
Some beauty brands highlight a single natural or organic ingredient while ignoring the rest of their formulation. A serum may contain a plant-derived oil, but if it’s also packed with synthetic preservatives, microplastics, or non-biodegradable chemicals, the product is far from sustainable. This tactic creates the illusion of an eco-friendly product while masking its real environmental impact.
4. Eco-Aesthetic Marketing Without Real Change
Minimalist packaging, earthy tones, and leafy imagery can make a product look sustainable without any actual commitment to eco-friendly practices. Some brands invest more in green branding than in sustainable sourcing, ethical manufacturing, or waste reduction. As Dowd emphasizes, “A truly sustainable brand won’t just say they’re eco-friendly, they’ll show it. They’ll educate consumers about their sustainability initiatives, be transparent about their efforts, and provide real proof through details on their website and certifications on packaging.”
She also notes that actions speak louder than aesthetics. “If a brand puts more effort into looking green rather than actually implementing meaningful sustainability initiatives—like refillable packaging, responsible ingredient sourcing, or carbon offset programs—it’s probably just greenwashing,” she says. “Another good way to tell is by looking at what they do beyond their products. Are they actually supporting environmental causes? Are they reducing waste in their operations? These are the kinds of things that show a brand is genuinely committed, rather than just hopping on the sustainability trend.”
5. Offsetting Emissions Instead of Reducing Them
Carbon offset programs allow companies to balance their emissions by investing in environmental initiatives, such as tree planting. While this sounds like a responsible practice, it often acts as a shortcut for brands that are not willing to reduce their pollution at the source. Instead of investing in truly sustainable production methods, they rely on offsets to maintain the status quo.
How to Avoid Falling for Greenwashing
As greenwashing becomes more sophisticated, it’s important to take a more critical approach to beauty marketing. Here are a few ways to shop more sustainably:
- Look for third-party certifications: Trust organizations like USDA Organic, Fair Trade, and Leaping Bunny over a brand’s own marketing claims. Certifications require brands to meet strict sustainability and ethical sourcing standards.
- Read the full ingredient list: Just because a brand highlights one “clean” ingredient doesn’t mean the entire formulation is eco-friendly. Research what’s actually in the product and look for brands that prioritize transparency.
- Verify packaging claims: A truly sustainable brand will use 100% post-consumer recycled materials, biodegradable packaging, or refillable options. If a brand claims to use “less plastic” but doesn’t provide specifics, it may not be as sustainable as it appears.
- Hold brands accountable: If a company markets itself as sustainable but doesn’t provide evidence, ask for details. Many brands rely on consumer inaction to continue greenwashing, so questioning their claims can help push for greater transparency.
Ultimately, sustainability is about more than branding—it requires real, measurable action. The beauty industry has a long way to go in reducing its environmental impact, but as consumers become more informed, brands will have to meet higher standards. True sustainability is about prioritizing long-term environmental responsibility over short-term marketing trends.