How to spot greenwashing

In recent years, we have seen the words "natural cosmetics" and "organic cosmetics" more and more often. As people are increasingly turning to natural products, more and more brands are incorporating plant-derived ingredients and using environmentally friendly packaging.
Hohode is also a natural cosmetics brand that uses natural ingredients and is manufactured in Finland.
While natural cosmetics are becoming increasingly popular, the problem of "greenwashing" is also on the rise. This is a marketing technique that gives consumers the false impression that a product is "natural and gentle on the skin." In this article, we will explain greenwashing in cosmetics and introduce checkpoints for identifying it.

🌱What is greenwashing ?
"Greenwashing" is a technique in which products that actually have a high environmental impact or contain many synthetic ingredients are presented as natural products by emphasizing "natural," "organic," and "sustainable" through packaging design and advertising alone.
Examples from the cosmetics industry include:
・They state that their products contain "natural ingredients," but in reality, they also use a lot of synthetic fragrances and preservatives. ・They use their own certification-like marks and symbols to create the impression that their products are "safe and natural." ・They advertise their products as "natural" even though only a small portion of them is naturally derived. These types of expressions may be misleading to consumers.

🌱Why is this a problem?
Greenwashing is an act that takes advantage of consumers' desire to choose products that are safe and natural for the skin. It makes it difficult to distinguish brands that are truly particular about their ingredients, and by differing from the "skin-friendly formulas" consumers expect, people with sensitive skin risk experiencing unexpected irritation or choosing products that have a high environmental impact.

🌱So that you don't get confused.
🌿Check more than just the "slogan" of cosmetics . Even if a product is labeled "natural," "organic," or "vegan," the legal definitions can be ambiguous. Don't rely solely on the advertising wording; check the actual ingredients and certifications.
Additionally, labels such as "paraben-free," "fragrance-free," and "hypoallergenic formula/allergen-free" do not prove that a product is a natural cosmetic.

🌿 Always check the ingredient list (INCI list) <br>In Japan and the EU, cosmetics are required to list all ingredients.
Make it a habit to check it yourself.
Key points:
• Check the location of the main ingredients, such as natural oils and plant extracts. • Check for the presence or absence of synthetic preservatives and fragrances. By becoming familiar with the ingredients, it will be easier to tell whether a product is formulated as a natural product.

🌿Judge by the official certification mark <br>Genuine natural and organic products often have official or national certification.
Typical authentication examples:
• NaTrue (European standard)
• COSMOS certification (certification bodies: ECOCERT, Soil Association, BDIH, ICEA, COSMOSBIO, etc.)
• USDA Organic (United States Department of Agriculture standards)
• Pro Luonnonkosmetiikka Ry (Finnish national organization)
The certifications given by these institutions can be a good guide to your decision.

🌿Ask the manufacturer or retailer <br>Consumers have the right to contact the manufacturer directly at any time if they have any questions about the product or ingredients.
If you have any questions, ask. Any reputable brand will explain the ingredients, manufacturing process, and whether or not their products are certified.

🌱Summary <br>As the trend towards natural products grows, people are now required to be more careful when choosing products.
When making your selection, be sure to check not only the "appearance" and "advertising copy," but also the ingredients and certifications.
Choosing genuine natural cosmetics is a choice that is kind to both your skin and the environment.