Looking beyond the label: What eco claims really mean

The ‘green’ sector is one of the fastest-growing in the beauty industry. Consumer demand is staying strong for eco-conscious purchases. In fact, a British Beauty Council survey revealed that 41% of consumers feel guilty about the environmental impact of their products and are willing to change their shopping habits. But what are the most sustainable choices?

When consumers head down skincare aisles or browse online, they’ll see a whole host of products making claims about natural, sustainable, or ethical credentials. But, how do green-minded buyers decide which options to choose? And how do beauty brands ensure their products’ credentials are displayed on packaging in a way that is clear, honest, and relatable to their customers?

Sustainability claims are not always standardised, which is why it’s key to understand what they mean. As a leading UK beauty manufacturer, we want to delve into the truth behind these eco claims. Not only that, but we want to demonstrate how transparency and authenticity can help your brand build a reputation and grow its audience.

What is greenwashing?

The increasing demand for eco-friendly products has led to many beauty companies jumping on the trend and making often unsubstantiated claims in their marketing. When a brand tries to appear more sustainable than they actually are (for example, emphasising one eco aspect while ignoring other factors), then this is called greenwashing. The result? Consumers are misled and meaningful sustainability progress goes unnoticed.

To avoid greenwashing, eco claims on product labels should be accurate and unambiguous. Companies should not omit or hide relevant information. All descriptions should be able to be backed up by relevant and accurate evidence. After all, clued-up consumers are cutting through the marketing ‘noise’ and working out what shows real sustainability progress.

Reading between the lines

To fully understand the environmental impact of a beauty product, consumers need to know how to check ingredient lists and look for symbols of independently verified standards. It can be useful to know a brand’s practices too. What does the brand say about its supply chain, sourcing, and production? Does the company publish sustainability reports or take accountability for its environmental impact?

Many beauty products sport buzzwords like ‘natural’ and ‘clean’, but - without regulation - these terms can sometimes seem meaningless. Below is a list of some of the claims you may come across on product packaging:

●       Natural - This means a product contains plant-derived ingredients rather than synthetic versions. However, unless a product carries a natural certification (such as COSMOS), there is no clear definition or requirements. Certified naturally-derived products will also look at the synthetic components of a formulation and check that they are manufactured in ways sympathetic to the environment. Look for certifications and an ingredients list, rather than just a description, to back up claims.

●       Vegan - This means no animal-derived ingredients are used in the formulation, manufacturing, or testing processes. The Vegan Society’s logo may be used after certification. Watch out for logos that mirror the appearance of official ones, often used to avoid the expense of certification.

●       Cruelty-free - Products described as cruelty-free have involved no animal testing in either the ingredients or manufacturing of the formulation. Testing of skincare products on animals has been banned in the UK since 1998, and the EU as a whole since 2004. Testing of cosmetic ingredients has been banned since 2009.

●       Clean - There is no legal definition of ‘clean beauty’, but it is often used to describe products that contain natural and organic ingredients or short ingredient lists that don’t contain lots of unnecessary extras.

Saying a product is ‘green’ implies that it is good for the planet and indicates that the formulation is made with sustainability in mind. This is an extremely broad claim. Instead, it’s better to focus on specific, verifiable aspects - such as sustainable sourcing and reduced water and carbon footprints. Look for evidence and transparent processes.

Looking at labels

As a skincare manufacturer, Hera Beauty’s day-to-day operations inevitably have an impact on the environment. However, we’re determined to reduce that impact by continuously improving our sustainability performance.

We’ve demonstrated our commitment to a recognised standard with independently audited certification from Investors in the Environment (iiE). Accreditation requires organisations to provide comprehensive evidence that they’ve met the criteria, set targets, and continue to improve. We know it’s the right way to do business. By putting the environment front and centre of all our decisions we can reduce waste, increase efficiency, encourage innovation, and become more resilient to future challenges.

Our policies include:

●       Sustainable supply chain - We only work with suppliers who share the same vision and values as us and have appropriate policies and controls in place.

●       Ingredient sourcing - We aim to use natural ingredients (avoiding certain harmful chemicals) and prioritise ingredients from renewable resources.

●       Production processes - We opt for energy-efficient manufacturing, water conservation techniques, and waste reduction strategies.

●       Packaging - We offer a wide variety of eco-friendly packaging options and try to minimise packaging altogether.

●       Animal wellbeing - Hera Beauty is opposed to all forms of animal testing. Most of our products are suitable for vegans, apart from those that contain honey or beeswax. We endeavour to use vegan alternatives wherever possible.

●       Palm oil - Any palm oil we use in our formulations originates from a farm on the Roundtable on Sustainable Palm Oil (RSPO) member list. 

Demand transparency

No environmental approach is absolutely perfect. But what matters is a brand’s commitment to progress and transparency. By consumers supporting brands that prioritise real sustainability over marketing buzzwords, together we can encourage the beauty industry to head in a more ethical, eco-conscious direction.

The decision to choose a manufacturer for your beauty brand is not one to be taken lightly. Ultimately, your brand is your livelihood so it’s essential you trust the team you are working with to be environmentally responsible.

Want to find out more from Hera Beauty? Get in touch today.