Navigating the world of green beauty used to be fairly simple. When I was growing up, there were only a few natural brands that were decent but nothing to celebrate. Zoom in on today’s green beauty scene, and we encounter a very different story.
The market is saturated with new labels all the time. Green beauty is now a green business that makes people see GREEN! Where there are dollar signs, there are always going to be new people jumping on the bandwagon.
And here’s the rub… With so many people answering the demand for green beauty, the “green” part may be getting lost in the shuffle. In this decade of conscious consumerism, the green label is simply not enough anymore.
People “in the know” have been blowing the whistle on companies lately for many reasons.
Here are a number of areas that beg questioning.
Too much packaging. Recently I ordered from a new brand with one of the most exquisite (and expensive!) marketing campaigns I have encountered. The ingredients actually stood up to their claims of being pure and natural—that’s no small feat! What I marveled at the most is the amount of packaging and paper used to advertise and ship this small but lovely line. With about three or four products to the entire range, I found this to be rather alarming—and missing the point in shopping for cleaner, greener alternatives.
Lies in disguise. Then of course there’s the ubiquitous term “greenwashing” or “pinkwashing” that casts a gloomy shadow over many brands. As I said, many people attempt to join the bandwagon of natural beauty but few achieve it with honesty and integrity.
Throwing around terms like “all natural,” “botanically-based,” “organic,” and others can be misleading. I’ve even seen brands that use the word “organic” in their name but use toxic chemicals in their formulas that would not render their product organic. Somehow it seems worse when “natural” companies lie. It’s a bit of a double standard, yet that appears to be true. As we align with nature, it’s natural to expect more from a company that claims to be safer.
Seeing double. Here’s another disturbing reality: brands are copying formulas and then marketing them in different packaging. Several times I’ve asked myself: which came first, this product or that one? The formulas are almost exactly the same. One product I found merely changes around the order of the ingredients! It even uses a similar glass bottle. With a saturated market, it’s inevitable for this to happen. That doesn’t mean it’s acceptable.
Hiding ingredients. Some companies won’t even tell you what’s in their formulas. They may list a few “Active Ingredients” and leave the rest to your imagination. While we demand full disclosure of ingredients, does a company have a right not to disclose a proprietary formula in the name of protecting itself from copycats? Maybe listing “fragrance” on a label is the only recourse for an organic brand.
Several companies found a way. Osmia Organics lists: “proprietary blend of organic and wild-harvested essential oils,” while Josh Rosebrook‘s labels say something similar. At least we know what we are getting: no synthetic (read: harmful) fragrance.
Fear-mongering is running rampant. People throw around the terms “toxic ingredients” and “dangerous chemicals” as a selling point for their natural brand. Unfortunately studies are often misquoted or largely exaggerated. It’s high time to get informed. Try this reading list for starters:
- Let’s Not Peddle Half Truths by Siam Botanicals
- Can Cosmetics Be Absorbed into Your Bloodstream by Herb & Hedgerow
- The Impermeable Facts of Skin Penetration and Absorption shared by Kristen Arnett of The Green Beauty Team in a discussion thread about this topic on Mind Body Green
I’m sorta tired about reading about the cancer I might be getting from my foundation, or the lead in lipstick that will cause lead-poisoning. Let’s just say that if these claims were true, we would all be dropping like flies. The environment holds the greatest toxicity of all, but our bodies have adapted to these changes and we are somewhat immune to them. It’s amazing what self-regulating healing machines our bodies can be when we allow them.
If we take it upon ourselves to teach others about good health and natural lifestyles, then it’s vital to our own collective credibility to stay current and cite accurate sources when discussing green beauty. Our words will get lost if they are not valid.
Misinformation perpetuates confusion, distortion, fear, and lies. ←Click to Tweet!
Let me put it bluntly: it also makes us look bad. It’s hard to take someone seriously when they don’t have their facts straight.
Not everyone gets sick. Remember that thoughts, feelings like fear, shame, guilt and anger create an inner climate that supports illness too. With all that being said, even the angriest person on the planet may not get sick. You can do all the “wrong” things like eating junk all the time, smoke cigarettes, and use chemically-based personal care items, and still not get sick. Not only that: some people can be exposed to nuclear fallout and are fine! Don’t get me wrong. I’m not condoning any of these activities. I’m just making an observation about something that I have witnessed.
Let’s face it. We spend a lot of time trying to steer away from disease rather than enjoying our present moments. What a waste of time!
Are demands unreasonable? After dissecting the ingredients of a popular beauty company that claims to be natural, I felt sick inside. I don’t want to read every beauty label with a fine tooth comb, even doubting the work that EWG (Environmental Working Group) has done on the Skin Deep Database. I do enough of that when it comes to reading the labels on my kids’ snack foods!
I’m no chemist or lab scientist, but sometimes I feel like I have to be one in order to know exactly what I’m getting.
Maybe we are demanding too much of cosmetics and skin care companies. I often ask myself if we are straddling two fences. On the one hand we want quality beauty products that have lasting shelf-life (no mold please!) and work wonders. On the other hand, we demand completely natural, non-toxic, and chemical free formulas. Can the two work together?
I think it’s harder for cosmetics companies to achieve that balance because creating certain colors is no simple task. Also makeup must have staying power, feel good on the skin, taste or smell decent, and not melt, clump, chunk, or crumble. Plus it has to last for at least a year on the shelf. Phew! That’s a lot to demand of a company and, quite frankly, a huge investment that many brands just can’t afford to make.
Yet, if we don’t make those demands, who will? In my view, these observations point to this: Are we losing sight of the reasons for wanting to choose greener products?
For me, beauty is a fun outlet in a serious world. It is an opportunity to play with colors and textures, refresh a look, and bring something pretty into this world.
Quite frankly, I don’t put that much weight in scientific studies. They are constantly changing, misquoted, biased, or too hard to read for the average person (me!). Do I need a study to tell me that aligning with nature helps us align with our innate wisdom and truth?
When it comes to steering towards natural beauty—it just makes sense. Even if I don’t get sick from using toxic chemicals, those chemicals enter our waterways when we wash them off and make the earth sick.
It’s about treating the planet with respect and teaching the next generations to do the same. I want a beautiful world overflowing with natural resources to give to our children and their children.
So I’ll continue seeking out more natural alternatives and eco-friendly options in my immediate surroundings. As much as possible. I’m not perfect and I don’t think that’s achievable anymore. But where it is possible, I do my best and am compassionate about the ever-evolving journey.
Where I’m not perfect, I send loving thoughts, so that whatever I’m doing has the intention of highest good. I send loving thoughts to the chocolate I’m about to eat, the chemical products I may still be using, and any other activity.
That’s probably the greenest thing I could ever do. I’m still cultivating the rest.
I think the best we can do is find brands we trust (big or small) that work for us. Each of us needs to decide on a personal level what ingredients we will accept and what ones we will not. Some brands (big or small) will communicate with you like Osmia Organics, Acure Organics, Sellwood Soap, Dessert Essence, Drift Perfume, RMS beauty, Alima Pure, Vapour Beauty, Badger Balm, etc. and if you have a concern or question they will try to address it. I find if a green or natural company does not respond at all to me (twitter, email, etc.) but will blast out marketing 24/7 on those same platforms maybe I will reconsider purchasing from them. I vote with my $. I also think too many of us (myself included) are guilty continuing to buy things we do not need. Let us enjoy these lovely products we have acquired. They are natural & organic products after all and do not have the shelf life of Twinkies.
Well said, Paula! This post was inspired by the thread on the Bite Beauty post. I hope that it raises great comments/questions because I love to hear fresh perspectives from others. Thanks for mentioning the lovely brands that do interact with you. I agree that getting to know the people behind each brand lends faith to that company. That’s one of the reasons I steer towards smaller companies where I can feel the care & attention of the founder behind it every step of the way. (Of course, those are also the companies that are going to soar on the marketplace, so I hope they don’t lose their original essence.) Thanks for your astute observations. You’re doing amazing work spreading the message. And I absolutely love the Twinkie analogy 🙂 XOXO
Sarah from Osmia is awesome & I know she’s got to get sick of me at one point or another, but she never shows it. Must be all that running & yoga keeps her all zen. Rachael from Sellwood Soaps is so nice and easily reachable as well. Even some larger companies like Acure, Desert Essence, RMS, etc are reachable if you give them a day or so. I think a larger point not to get lost is to look at yourself and not just the companies and ask why are YOU doing this. What is your goal. Not why is a blogger, book, magazine article, makeup artist, journal, telling you to think this way. What is your own personal reason or need/ant for a particular item. One of my best friends likes to keep an item in her shopping cart online for a day or two. She thinks about it makes sure it’s not an impulse buy. I love that and it’s something I’ve begun to adopt. Personal responsibility. A lost virtue.
So well written! No other comments! Will reblog this on my FB page.
Thank you so much, Dasha. It’s wonderful meeting a kindred spirit like yourself <3
Very cool, thought-provoking article…oh, and enjoyed the picture choice too 😉 lol
LOL! The kids liked the pictures too. Thanks so much for taking the time to read. You’re my cheerleader 🙂
Fabulous post, Sarita. Everything is based on your personal level of comfort, as our bodies are able to remove a certain number of toxins naturally. It is when we overload our bodies with toxins that issues begin to arise from bio-accumulation. I have quite a different routine than most of the lovely ladies I interact with on social sites. I do not buy into expensive mass-marketed brads due to personal importance of many factors; sustainability being the first, fresh and made with love being the second, them comes supporting our local communities and reducing carbon emissions. If companies wholesale in small batches it helps provide additional revenue to communities and reduces unnecessary shipments and packaging. I also agree with Paula’s statement; communication with each soul who seeks it in a respectful and positive manner cannot be overlooked(this feeds into the need for fresh, handmade with love products as these retailers very much understand the importance of each individual to them, since they are directly working with the products and customers, not losing sight of their message by allowing it to become something less authentic than they had intended).
Well said, Kristin. With online shopping being so popular, buying local and supporting local communities get lost somewhere. Yet it is just as important today as ever. Thank you for raising that point. You definitely make your products with love! I can feel all the handmade goodness in GREENBODY deodorants. Keep up the wonderful work and living your beautiful message. Thanks so much for your continued contribution to my site. ♡♡♡
Hello Sarita, I very much enjoyed your well-written article this morning and felt that you really hit the “nail on the head”.. As a green beauty company owner myself, Lollique Beauté, this was my exact thinking when I started my company. I incorporate many of the points that you mentioned in my day-to-day business activity and keep these points as my business model. I believe that staying TRUE to the ingredients that we incorporate into our products is #1 and right behind that is customer care. Having that personal touch and treating each and every client as a friend is key. I believe that people will respect that and let’s face it, this is what everyone wants when they purchase a product so personal that they will be wearing it on their skin! Passion and integrity should shine through the ingredients listed on the labels.
Thank you so much for your kind words, Veroniqe. Having briefly experienced your products firsthand, I can definitely attest to the personal touch and wholesome ingredients that you infuse into each product–including the wrapping and lovely notes! In a saturated market, the power of genuine connection beats all advertising. When I know the person behind the brand, I am more inclined to reach for their products. It is wonderful to have you comment on my blog. I look forward to more genuine connection with you. ♡♡♡
Great post! The only thing I would have to add is regarding scientific studies. I don’t think we should hold it against the studies that people misconstrue or misquote them. It is unfortunate that many people aren’t able to easily understand the latest research, or use weak correlations to further their beliefs, but that doesn’t mean science should be ignored (in my humble opinion). I make my decisions based on science, and have lots of direct links to original research studies that support not using certain ingredients (on my Ingredients I Avoid page).
But you’re absolutely right in that do we really need a scientific study to tell us that being more aligned with nature is good? On the other hand, it’s important to remember that just because something is natural, doesn’t make it safe. If given the choice between synthetic mineral oil and all-natural poison ivy, I’ll choose to put mineral oil on my skin every time 😉 Natural or not, I’d choose mineral oil any day! haha
You raise excellent points, Cori. It is true that it is not the fault of science that people misquote it. Science has contributed much to our society. My understanding and life experience has led me to trusting an innate wisdom and intelligence that goes beyond science and scientific studies. Quantum physicists are just beginning to scratch the surface, while some doctors are also awakening to different levels of comprehension. This in no way negates science, but lends a broader understanding of this world from an entirely different realm. And while we are at it, I’d choose mineral oil over poison ivy too…every time 😉
Sarita–
The points you made here are why I do what I do, and why I started SAF Organics. I love your heartfelt honesty and passion! Thank you for you!
Thanks so much for reading, Stephanie. It is wonderful to know there are brands like yours out there that people like me can depend on for quality ingredients infused with good vibrations 😉 Thanks so much for stopping by to comment. I’m eager to try SAF Organics! XO
Beautifully written, inspired post, well worth sharing with the world! I nodded as I read each paragraph. Sensible, wise, informed, & real.
Aw, Josie. Your comment made me smile from ear to ear. I had to read it again to feel your smile over each paragraph. It makes me feel so good to know that you received my post with a smile. Thank you, my friend. I love that we are here to support one another in a big way! ♡♡♡
Eloquently written, balanced perspective, and love your joie de vivre and compassion! While it’s essential for consumers and manufacturers to address issues of relative safety vs. toxicity, natural/organic vs. synthetic ingredients, truth in green marketing to consumers who want it all, at some point, it’s vital for our spirits to let go and play with beauty in our lives. As educated, informed and enlightened consumers with a mix bag of requests for what we’d like to see in our products and what we’d prefer not to see, we make our best decisions. Then, we let go and create a beautiful colorful life inspired by play, joy and happiness!
Raulla, how beautifully said! I’d like to play in your vibrant garden any time! “Letting go to create a beautiful, colorful life inspired by play, joy, and happiness” – doesn’t that sound divine?! As we align with nature, I believe we reawaken the ability to let go and enjoy the ride. Thanks so much for reading and for your wonderful comment. Loving it. ♡♡♡
Very interesting! The point that stands out the most for me is the high costs of ’boutique’ natural brands. There’s room for all types of products but people new to natural think you have to spend 80$ for a face cream and it’s just not true. Most of my products are under 15$, many under 10$ and they’re the same ingredients as all the fancy brands. The price of ‘luxury-natural’ is prohibitive for many and creates a class exclusion, which totally sucks. You don’t have to be rich to go natural! The end.
Great point, Michele. I agree that some of the products can get expensive but there are still many quality products that are not. That’s one of the reasons why I ADORE having the Foxy Mango as one of my sponsors. Besides the fact that Cheryl is SO AWESOME, all the products she sells cost less than $30 and are carefully selected for their purity and efficacy. I could not believe that you could find pure, organic oils for such great prices! Plus, use the coupon code on my site to get an additional discount. It’s a win win! Thanks for reading and commenting. Great to meet you 🙂
You stated good points here!
For some of the reasons you stated here, I try to avoid buying on-the-counter products. I use olive oil from our own farm along with sugar for exfoliating my body, yogurt for my face, honey from a well known local market, and many more! I feel much better nowadays, and spend much less 😉
The most frustrating is “hiding ingredients” as you mentioned, these companies which lack honesty should be stopped, and WE have the power IF we combine our efforts.
Thank you so much, Dima. It is wonderful that you are able to use your own ingredients from your farm and local markets. As you say, we do have purchasing power. And that power can move mountains! Thanks for commenting 🙂
Great article, Sarita! You’ve summed it all up wonderfully. When I created my skin care company Astrida Naturals I wanted it to stand on more than fear mongering. There are so many beautiful reasons to choose natural skin care. A respect and appreciation for nature is one of those, I’m so glad you brought it up! For natural skin care companies it is a struggle. You want to be as all natural as you can, but you also want safety and a consistent experience for customers. Some get around this by limiting their lines to products that don’t need a preservative and that’s fine, but I love lotions too much to give them up just to avoid 1% of synthetics. 😉
Thank you so much for sharing your perspective, Astrida. It’s wonderful to hear from people like you who create the products we use because it gives us consumers a better understanding of the process! xo