You have superpowers!
Your power is your knowledge! Because, ultimately, real power comes from understanding and from conquering a freedom that will allow you to say: “I no longer remember which brand I bought, but I remember perfectly well why I bought it!”. A nightmare for advertisers and a dream for revolutionaries … so reveal your superpowers with the first decoder of the dream machine. In short, learn to spot the TRUE from the FALSE and to precisely decode the typical greenwashing phrases used in cosmetic formulas that you, the “naive shopper,” might come across. Naive, but not for long!
3, 2, 1... Transcoder activated, revelations imminent!
Greenwashing Alert no 1: “Skincare with a 100% natural origin anti-aging active ingredient”
Only one anti-aging ingredient is natural, or at least that's what it says. But what about the rest of the formula? The other active ingredients? Nada. Emulsifiers? Nope. Fats (oils, etc.)? Zero. Antioxidants? Nothing. No details about naturalness are provided apart from this headline. I'll let you guess why the rest of the formula can't be that natural...
Transcoder diagnosis: if there is a percentage, it must apply to the entire formula and not just to one or a few active ingredients.
Greenwashing Alert #2: “A gentle cream with organic cornflower extract”
At the mere mention of this, I already picture myself lying in my shopping cart, on a mattress of cornflowers, smelling of pristine and innocent nature… Fortunately, my transcoder pulls me out of this dream and alerts me to a detail: is there a more precise description of the rest of the formula? A percentage of organic ingredients among all the components of this voluptuous treatment? Clearly not and believe me, this is no oversight on their part…
Transcoder diagnosis: behind the tree, the forest is often not so green. Once again, you need to look at all the ingredients, not just one.
Greenwashing Alert #3: “My youth cream is NATURAL”
This is aggressive marketing and a clear violation of regulations. How many times, on websites or in catalogs (but curiously, rarely on packaging), have I seen this claim that is as clear as it is… false.
Indeed, a product described as “Natural” must contain at least 95% ingredients of natural origin and be certified by an independent body. And this is very rarely the case.
Transcoder diagnosis: If a brand communicates about being natural, look for percentages of natural origin or certifications by independent organizations. If you can’t find them: walk away!
Greenwashing Alert #4: “Certified Organic product – rated excellent on Yuka”
Careful, trap ahead! This statement can indeed be correct provided, of course, that the product is genuinely certified and that the app truly gives this rating. But read carefully…
Yes, the word product has no “s”, it’s singular: so we are talking about just one product. You know what comes next … Far too many brands base their entire communication on a single product, and unfortunately, it works!
At Novexpert, too bad for marketing, our extremely high standards simply do not allow this. ALL our products are rated EXCELLENT on Yuka not just a small sample.
Transcoder diagnosis: behind the throne, the communicating queen or king is naked …
Greenwashing Alert #5: “Not tested on animals”
I can’t resist completing this list by bluntly denouncing this claim. Entirely relevant more than 10 years ago (when cosmetics were still tested on animals), it is now useless and even prohibited in Europe because it is misleading. Why? Because testing cosmetic formulas on animals has been banned in Europe since 2004.
Transcoder diagnosis: consumers may still need reassurance on this topic, but companies that build most of their marketing around this claim deserve the prize… for bad faith!
So take charge of your beauty—and your health!
At Novexpert, our ambition is not to be mere creators of beauty, but to become true transmitters of knowledge. I hope this short article has helped awaken your curiosity and sharpen your critical thinking, never forgetting that the dollar is also… green!
Feel free to explore our website and social media channels; they contain many tools to help you discover what happens behind the scenes of science: IGTV, decoding INCI names on our product sheets, active-ingredient percentages, and more.
The Essentials
“100% natural origin active ingredient”, “organic plant extract”... The cosmetics market is flooded by a green wave that seems to turn all skincare into natural products. I deliberately used the verb “seems,” because appearances are sometimes, too often, deceptive. The purpose of this article is therefore to help you sharpen your critical mind so you don’t turn into a greenwashing sheep. A quick preview? If a brand highlights ONE natural-origin active ingredient, why doesn’t it talk about the rest of the formula? Because it probably isn’t very proud of it…
