In the beauty industry, “greenwashing” is the practice of making a brand seem more environmentally friendly or ethical than it actually is. To help you navigate the noise, I have compiled this checklist to use when researching your hair products.
1. The Parent Company Trap
A brand may have beautiful, eco-friendly packaging and vegan formulas, but who owns them?
- The Check: Look at the “About” or “Legal” section of a brand’s website. If they are owned by a multinational conglomerate, their high-level ethics and corporate investments may not align with the “green” image of the individual brand.
- The Goal: Support independent brands that have total control over their ethical standards.
2. Vague “Natural” Claims
Terms like “all-natural,” “green,” or “clean” are not legally regulated in the UK.
- The Check: Look for specific certifications rather than vague adjectives. Does the brand have the Leaping Bunny (cruelty-free), PETA certification, or Soil Association organic stamps?
- The Goal: Seek out transparency. A truly ethical brand will explain exactly why they chose a specific ingredient, even if it was created in a lab.
3. Packaging vs. Product
Some brands spend more on “earthy” looking packaging (brown glass, recycled-look cardboard) than on the sustainability of the ingredients inside.
- The Check: Check if the brand uses “Post-Consumer Recycled” (PCR) plastic or OWP (Ocean Waste Plastic). Also, investigate their “rinse-off” impact. Are the formulas biodegradable, or do they contain microplastics that harm aquatic life?
- The Goal: Look for a holistic approach where both the bottle and the liquid inside are designed to minimise environmental harm.
4. Carbon Offsetting vs. Carbon Reduction
There is a big difference between a brand that pays to “offset” its pollution and one that changes its manufacturing to reduce it in the first place.
- The Check: Does the brand mention their manufacturing process? Do they use renewable energy in their factories?
- The Goal: Prioritise brands that reduce their footprint at the source, such as those that use solar-powered production or local ingredient sourcing to reduce “beauty miles.”