With sustainability and clean beauty becoming more popular, the amount of brands that greenwash are also rising. I first mentioned greenwashing in my sustainable fashion terms to know post. After that post, I had quite a few questions on brands that greenwash. The thing is though, we all might consider different things when it comes to sustainable fashion or clean beauty. Some of us might only care about what fabric is used but not how its processed or how it impacts the environment. People also have different views on clean beauty. I have done my best to compile tips on what to look for to tell if a brand is truly sustainable and clean.

What is Greenwashing?

Greenwashing is the use of marketing to portray a company as environmentally friendly when they are not. This has actually become a big concern since more and more companies are doing this and trying to benefit from sustainable and ethically made clothes. For beauty products, companies advertise as safe, non-toxic, eco-friendly and natural when they are not.

Aveeno is a great example as a brand that greenwashes. They use words like “high quality, natural ingredients” and “ingredients sourced from nature.” This all sounds great but Aveeno also uses ingredients like

• Octinoxate
• Oxybenzone
• PEGs
• Parabens
• Petrolatum
• Phenoxyethanol
• Sodium laureth sulfate
• Synthetic fragrance

 

Greenwashing is minimally regulated but falls under the Green Guides of the Federal Trade Commission, which monitors the truth in advertising. Deciding whether a brand is actually making strides to minimally impact the environment is completely up to the consumer. Responsible consumers need to research and look for red flags. Some of these red flags could be jargon that does not provide verifying claims and terms like

• sustainable
• socially responsible
• eco-friendly
• bioplastic
• recycled content

While some of these terms are actually legitimate to some of these brands, they are often slapped on to a product or brand to convince shoppers they are good for the environment. Always research to find out what those terms mean to each company. Look for brands with detailed information on their site about their sustainability efforts and third-party, unbiased assessments, labels and awards. Some of these could be

• Fairtrade
• Safer Choice
• GreenSeal
• GreenGuard
• SEAL
• OEKO-TEX Standard
• Global Organic Textile Standard
• B Corporation 

 

How to Spot Greenwashing?

 

1. Look for numbers

If you want to make sure what the brand is telling the truth about being sustainable and environmentally friendly, look at the figures and numbers they provide and explaining why this makes them sustainable.

 

2. Watch out for words

Brands try to use words like vegan, natural, conscious and green to make the consumer believe the products are good for the environment when they aren’t. H&M is one of these brands who uses green and conscious for their “Conscious” line. They still release 12-16 lines a year and only 1 is “sustainable” according to their terms. Yet they don’t provide any information on how they define organic and sustainable.

 

3. Research the factories and suppliers

Another way to see if a brand is being transparent is by looking at their suppliers and looking at the info provided. This is a common issue with brands by not doing enough compliance about their suppliers and relying on forced labour in their factories. That is why it’s important to look at the suppliers’ information and data is extremely crucial. Sites like Fair Wear Foundation and Worker Rights Consortium provide consumers with this data.

 

4. Do they want you to buy stuff you don’t need?

One of the biggest problems with the fashion industry is brands encouraging you to buy items you don’t really need because it is on trend and in style. If the brand keeps pushing products on you and you buy 5 sustainably made items you don’t need that’s not sustainable at all and actually a waste of resources. Brands like Patagonia, offer programs that repairs to old clothes so you can keep wearing them. Encouraging consumers to buy less is the most sustainable thing a brand can do.

 

In conclusion, you as a consumer need to pay attention and research what a brand is doing. Look for reports. One thing that I always do when looking up brands is going to their about page and see if they have anything on sustainability and what type of information they are providing me.

It’s so crazy to think that Valentine’s is a month away already. Since it is a month away, now is the time to start thinking about gifts. My sustainable Valentine’s Day gifts are perfect for both Valentine’s and Galentine’s Days. Personally, I love giving little gifts to my friends. Besides actual gifts, I’m sharing a few other ideas that will work especially if we are still in lockdown. And my guess is that we still will be in a month.

La Bouche Rouge Lipstick in Dewy Pink

This lipstick is from one of favourite sustainable and clean beauty brands, La Bouche Rouge. The packaging is refillable and you can choose your own eco-friendly case and personalize it with initials. You can also customize your own colour! All of their lipsticks are vegan, cruelty free and made without beeswax, petroleum and silicone.

Shop | Starts at $40

 

Stella Bag

This bag is made from eco + vegan leather made in an ethical factory. Not only is the strap adjustable but it also has a charm designed by Hiroko Harada. Also, 10% profit will go to ASPCA.org to save animals.

Shop | $95

 

Fair Trade Chocolate

If you are going to give chocolate as a gift, make sure to choose a brand that uses fair trade cacao beans and is also organic. Coracao has a variety of truffle flavours that are refined sugar free and low glycemic and vegan. The Little Market also carries chocolate that is ethically sourced in either Ghana or Madagascar.

Shop Coracao | Shop TLM

 

House Plant 

Instead of a bouquet of fresh cut flowers, consider giving a potted plant that will live much longer. Horti has plant subscriptions with plants that are hard to kill, pet friendly, and low light so there are plants for everyone even if you don’t have a green thumb. Even if you don’t want a subscription, there are so many other plants you can find in stores locally or even online on Etsy.

Shop | $70

 

Love + Charcoal Masque- One Love Organics

For a night of self-care, this organic and natural charcoal mask detoxifies skin and while Cupuacu butter nourishes and alpine rose to increase resilience without drying.

Shop | $49

 

Weighted Blanket

This Tree Napper blanket is made from plant based fibres like organic cotton and tree pulp that is sustainably sourced. And unlike other weighted blankets, it’s not filled with artificial materials.

Shop | $249

 

Cup of Love Tea

Big Heart Tea is a female run tea brand that features botanically rich, organic and ethically sourced teas. The tea bags are also plastic free and 100% biodegradable. The flavour Cup of Love

Shop | $9.99

 

Bambola Earrings

These gorgeous heart earrings from Laura Lombardi are made from raw and recycled materials. The posts are 14k while the hearts are raw brass.

Shop | $150

 

Love Potion Minimalist Candle

An eco-friendly hand poured soy candle with hints of jasmine, lavender and mandarin responsibly made in Brooklyn.

Shop | $28

 

Other sustainable Valentine’s Day gift ideas could also be experiences or something you make. Cook a nice meal, bake some treats (blondies, almond roca), have a couples massage, plant a tree, adopt an animal, etc. And when things are back to normal, you can learn a new skill together. Take , go to local art shows to support local artists! The lists are endless.