Sustainability is now a basic expectation in beauty, not a bonus. But when half the shelves show labels like “eco,” “clean,” or “carbon neutral,” the messages get mixed, and consumers become wary of spin.
Greenwashing remains widespread. The past two years saw high-profile exposures and a shift in regulation: France now monitors “carbon neutral” claims, and the EU’s Green Claims Directive has been paused or uncertain, raising standards in some areas and creating confusion in others
What Greenwashing Looks Like
Common tactics to watch for on beauty packaging and product descriptions:
- “Green” and “planet-friendly”
- Recyclable packaging with no reference to how and which components can be recycled
- Refillable packaging (questionable on a lifecycle analysis).
- Claims of “carbon neutral” by just buying carbon credits
A good read is ; Provenance’s overview of beauty cases; some of the highlights are: claims of recyclability that overlook closures, “plastic-free” and claims of “reef safe”
When a brand approaches me with a new sustainable packaging idea or is in urgent need of sustainable packaging, my response is always that there isn’t a perfect solution for packaging; instead, we should focus on the whole process.
Unfortunately, the world – even cities within the same country – do not have uniform recycling systems.
Glass is heavy and costly to ship if made in a foreign country; it usually requires individual wrapping to reduce dust contamination, along with extra layers of cartons to prevent breaking.
Aluminium or metal tubes, even if they are single-layer, consume a significant amount of energy to produce. They get dented very easily during shipping, leading to more waste even before the process starts. Alternative sourced plastics, on the other hand, depend heavily on the recycling infrastructure of each country, which makes recyclability a big question for target markets.
On the other hand, there is much more we can do with the formulation. Biodegradability is something that we really need to be talking about more.
Most of the personal care products are released back to water. All the formulators should be start looking more into this aspect. There is a huge market on the upcycled ingredients now which can be incorporated more to the products.
The scale-up process is another aspect of the formulation that can be highly effective in terms of sustainability. Are we choosing a cold or a hot process? Are there any improvements that can be made to reduce the processing times on a larger scale? Are we scaling up the process with the right equipment? Eventually, this will even turn back as a profit to the brand, as the minimal processing time means reducing costs
The flip side of the coin is the regulations. France has taken the lead. Since January 1, 2023, advertisers in France can’t claim “carbon neutral,” “zero carbon,” “climate neutral,” “100% offset,” etc., unless they meet strict criteria: a full life-cycle assessment (LCA), proof of actual reductions—not just offsets—and a public disclosure of methods and offsets.
Fines can reach €100,000, scaled according to ad spend—a significant deterrent for beauty brands.
The EU Green Claims Directive – currently on hold – aimed to standardise environmental claims. However, negotiations in June 2025 were paused due to concerns about the burden on small businesses, and the European Commission even hinted at withdrawal unless scope issues are addressed.
Both sides are valid, yes, we need to have regulations, but the endpoint is not too different from the certifications.
So if you have a brand starting today, just choose the packaging that feels right and teach your audience why this was the best option and how they can recycle it but focus on the overall process as well.
Sustainability is not just packaging, it is formulation, it is process, it is storage, it is shipping.
A Quick Red-Flag Checklist for Shoppers
Ask these three questions about any “green” claim:
- What exactly is being claimed? The whole product, just the packaging, or a single ingredient?
- Where is the data? Look for LCA summaries, recyclability rates, and end-of-life instructions.
- Is it verified? Is there an assessment to prove the claims with data?
Provenance — 5 Times Beauty Brands Were Accused of Greenwashing
France — Decree No. 2022-539
EU — Green Claims Directive: proposal overview and June 2025 pause/withdrawal signal.
Feeling inspired?
Then why not visit one of the in-cosmetics events around the world?