_"When a drop of truth is diluted in an ocean of misleading claims, authentic sustainability drowns in deception.”_ Greenwashing in the cosmetics industry refers to misleading environmental or natural claims about products, while the actual composition or impact doesn’t support these claims. Under the [[EU Greenwashing Ban]], these practices will face strict regulation, as a 2021 European Commission study revealed that 42% of green marketing claims were exaggerated, false or deceptive.[^1] Increased scrutiny highlights the urgent need for standardisation in sustainability claims and awareness of misleading marketing practices. The real value lies in driving genuine industry transformation. The regulations provide a framework for authentic sustainability, but implementation requires stronger enforcement, clear terminology standards, and support for small brands committed to sustainability. Most importantly, it demands better consumer education to distinguish authentic claims from greenwashing. As a formulator following NATRUE guidelines, I've faced the challenge of competing with 'natural' products containing minimal natural ingredients. This creates an uneven playing field where truly natural formulations compete with items making similar claims but without the same commitment to sustainability. For a detailed analysis of greenwashing methods and impacts, see [[Greenwashing Tactics and Consequences]]. ## Industry Context and Impact The cosmetics industry's greenwashing practices manifest in three key areas: - Product composition (e.g., marketing a silicone-based hair oil as 'natural' because it contains a few percentages of plant oils) - Packaging claims (e.g., 'recyclable' labels on materials that most facilities cannot process) - Marketing terminology (e.g., using terms like 'clean' or 'eco' without clear definitions) These issues are particularly evident in the [[Sustainable Supply Chain in Cosmetics]], where transparency and traceability are crucial. [^1]: European Commission. 2021. ‘Screening of Websites for ‘greenwashing’: Half of Green Claims Lack Evidence’. Text. European Commission - European Commission. 28 January 2021. [https://ec.europa.eu/commission/presscorner/detail/en/ip_21_269](https://ec.europa.eu/commission/presscorner/detail/en/ip_21_269).