Green beauty: between natural promises and marketing excesses
Clean beauty is now the dominant trend in the cosmetics industry, in the United States, Europe, and Asia. Yet, no regulatory framework or official definition clarifies its contours. Behind this still-vague concept, a new vision of beauty is emerging—more natural, more transparent, and resolutely focused on eco-responsibility.
Green beauty is attracting more and more consumers seeking natural, ethical, and environmentally friendly cosmetic products. However, this trendy term has no official definition and no recognized certification. This makes it a breeding ground for greenwashing, where brands ride the wave without any real commitment. Unlike the COSMOS label, a guarantee of certified naturalness, green beauty remains a vague concept, comparable to sustainable agriculture.
Definition of the concept of green beauty or green cosmetics
If you're interested in beauty products and cosmetics, you've definitely heard of it... Green beauty is the harmonious union of beauty care and respect for the environment! Consumers today believe that cosmetics should be good for the skin and the planet.
- The origin of the ingredients is natural
- Their production, sustainable
- Their minimal ecological impact
A well-being philosophy that invites us to rethink aesthetic manufacturing and marketing.
A conviction that we deeply share, and a mission to which we fully adhere.
Principles of green beauty
For several years now, green beauty has been enjoying a real boom. Consumers now want healthier cosmetics, made with naturally sourced ingredients, not tested on animals, and with recyclable or minimalist packaging. This evolution reflects a desire to consume better, in harmony with the planet. Green beauty is based on several fundamental pillars.
Transparency
The product compositions are detailed, and the origin of the ingredients is clearly indicated.
Quality over quantity
Consumers prefer delicate products, with natural and minimally processed ingredients.
Eco-friendly packaging
Preference for reusable or recyclable packaging to reduce carbon footprint.
A vague but popular concept
But this expectation has a downside: the term "green beauty" is neither regulated nor controlled. No legal standard defines what a "green" beauty product is. Any brand can therefore claim this positioning, whether it actually uses natural ingredients or not.
Examples of green products
Skin-friendly and environmentally friendly products are possible.
Body care
Products made with natural and organic ingredients, without harsh sulfates. Use of quality production methods such as cold pressing of oils .
Serums
Formulated with plant extracts, essential oils and vitamins, without synthetic chemicals.
Makeup
Cosmetics without parabens, phthalates or silicones.
Deodorants
100% natural options, using ingredients like baking soda or corn starch.
Sunscreens
Using ingredients such as zinc oxide or titanium dioxide for natural UV protection.
Green beauty vs. greenwashing
The lack of a clear framework for green beauty opens the door to greenwashing. This phenomenon refers to marketing practices that give a product or brand a misleading, environmentally friendly image.
For example, a product may claim to be "natural" by displaying a few plant extracts while being composed primarily of silicones or controversial preservatives. Others rely on green packaging or plant images to suggest a naturalness absent from the actual composition.
As in sustainable agriculture, the promises are often vague and unverifiable, due to a lack of clear and measurable criteria.
How to recognize a true ecological commitment?
Certification
Fortunately, there are benchmarks to distinguish genuine green beauty from mere sales pitches. Here are a few things to look for.
- The presence of a recognized label, such as COSMOS , Ecocert, or Nature & Progrès , which guarantees a level of requirement in terms of formulation and production
- Transparency on the composition (INCI list) and origin of the ingredients
- The brand's concrete commitments, particularly regarding sourcing, environmental impact, and manufacturing conditions.
Consumer applications
From Yuka to INCI Beauty , via QuelCosmetic of the Consumer Association - UFC-Que Choisir , applications and analysis tools are multiplying to help consumers make more informed choices.
However, only clear and rigorous regulation of the concept could finally clear the air and enable the sustainable adoption of a beauty routine that is both healthy and safe. True green beauty goes beyond marketing rhetoric: it relies on responsible, sustainable, and documented choices.
SOWÉ: committed and certified green beauty
At SOWÉ Lab, we share the values of green beauty… but we embody them with tangible proof. All our ingredients are COSMOS certified, one of the most demanding labels in the industry. We favor natural, pure, and traceable vegetable oils from environmentally friendly sources.
Our commitment goes beyond the formula: we apply responsible logic at every stage, from the choice of raw materials to packaging, including local and artisanal production.
Our promise? Healthier, more transparent, and more sustainable beauty, far removed from hype and greenwashing.
