The Truth About Greenwashing in the Cosmetics Industry and What We’re Doing to Avoid It

The Truth About Greenwashing in the Cosmetics Industry and What We’re Doing to Avoid It

The Truth About Greenwashing in the Cosmetics Industry and What We’re Doing to Avoid It


This blog post started the moment my husband and I were watching Netflix's Buy Now: The Shopping Conspiracy—a documentary that dives deep into the complex world of online shopping, consumerism, and how companies, like Amazon, have built their empires through a mix of convenience, manipulation, and sometimes questionable practices. As we watched, we found ourselves discussing the ways businesses create an illusion of being ethical, sustainable, and responsible to sell more products. It was an eye-opening moment that led me to write this blog post, to clear the air about the term greenwashing, and explain how Lilac Earth Eco Cosmetics is intentionally doing things differently.

What is Greenwashing?

Greenwashing refers to the practice where companies manipulate eco-friendly language and imagery to give the illusion of ethical or environmentally friendly products without actually making the necessary sustainable efforts. It’s a marketing tactic that often uses buzzwords like "natural," "sustainable," or "plant-powered" to appeal to consumers who want to make responsible choices. But when you dig deeper, you find that these claims don’t always hold up to scrutiny.

The beauty industry, in particular, has been flooded with products that make claims of being eco-conscious, clean, and cruelty-free, yet many of them are simply not living up to those standards. Greenwashing is all about presenting a brand image that seems ethical and sustainable but fails to deliver real environmental or ethical impact.

How Are We Different?

At Lilac Earth Eco Cosmetics, we refuse to engage in greenwashing. Instead, we commit to being authentic, transparent, and honest about what we do and how we do it. Here’s how we’re taking a stand against greenwashing:

1. Transparency Above All

We’re open and transparent about every ingredient, every process, and every product we make. No hidden formulas, no vague labels. You’ll know exactly what’s in your product and why we’ve chosen each ingredient, so you can make informed choices.

2. Real Sustainability, Not Just Buzzwords

We don’t just slap “eco-friendly” on everything and call it a day. Sustainability is integrated into every part of our operations, from recyclable and biodegradable packaging to refill options designed to reduce waste. We make sure our sustainable practices go beyond marketing and show up in the way we design our products.

3. No Fake Certifications

We don’t rely on unregulated eco-certifications or empty labels. When we say a product is vegan or cruelty-free, we base it on the documentation we receive from our trusted suppliers, who confirm that their ingredients and processes align with these values. While we don’t carry formal certifications, we’re committed to full transparency, and we’re always happy to share the documentation that backs up our claims.

4. Ethical Practices Are Always Evolving

We’re not perfect, and we don’t claim to be. Sustainability is a journey, not a destination. We’re committed to improving with every step, always looking for ways to reduce our environmental footprint, support ethical suppliers, and improve our products. We are realistic about the size of our company, and we do what we can within our means. It’s a marathon, not a sprint, and we’re doing the best we can as we grow.

Why This Matters

Greenwashing doesn’t just mislead consumers—it can erode trust in companies that are genuinely trying to make a difference. As we saw in Buy Now: The Shopping Conspiracy, this is a bigger problem than just cosmetics. It’s about how companies manipulate consumer desires and capitalize on the growing trend of eco-consciousness without actually changing their practices. We believe that honesty and transparency are key to building lasting relationships with customers and to creating a brand that truly makes a difference.

You deserve better than a company that uses shallow marketing tactics. You deserve a brand that’s committed to being authentic and making real changes.

Conclusion: A Call for Genuine Change

After watching Buy Now and discussing the manipulation that happens within big companies, I realized that the beauty industry has the same problem. We don’t want to be a part of the greenwashing culture. Instead, we want to make products that are genuinely sustainable, cruelty-free, and ethically made. No gimmicks, no fake claims—just a genuine effort to improve our industry and offer you products that are as clean and transparent as possible.

If you’re tired of the greenwashing tactics used by other brands and want to support a company that stands by its promises, then you’ve come to the right place. Let’s move beyond greenwashing and build a beauty industry based on honesty, integrity, and real impact.


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Join Us in Our Mission

We want you to feel good about your choices. Follow our journey and help us make a real difference in the beauty industry. Together, we can take a stand against greenwashing and create a world where authenticity is the true beauty standard.

Kathy @ Lilac Earth Eco Cosmetics 
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