Clean, natural or organic beauty? Smells like greenwashing in cosmetics

Skincare market is swamped with items in tinted glass jars, millennial pink hues and fonts any graphic designer would sell their soul for. Labeled organic, these beauty products slowly but surely begin to dominate what used to be an empty aisle. 

So much so, that we had to get familiar with the new term: greenwashing. Which stands for deceptive and confusing wording when it comes to natural ingredients in cosmetics.

Where does one start when it comes to switching around skincare routine? Pick your stand below.


mindful beauty

Mindful beauty can mean plenty of things, from eco-friendly, recyclable packaging and sustainable initiatives to a simple bunny sign on the product (which espressoh is especially proud of).

However, the mindful wording does not necessary mean that the product is free of toxic elements and more often than not, is a plain marketing stunt. Learn how to read the label if you do not want to be fooled. The substances are usually listed in order of quantity by volume or mass. If you are confused and far from being a chemistry major, check in online with the infamous dirty dozen ingredients can be of help.


clean beauty

A buzz word and an alluring concept. Generally promises glowing and plump skin, wizardry appearance and a gold star in self-care achievements. In the past few years, clean somehow became equivalent to high-priced commodity, which one posts with a #TopShelfie hashtag before even opening or trying out the purchase (guilty). How can one beware but also not dive deep into yet to be acquired potion? I use Think Dirty mobile application. If you have other hacks, drop them in the comments below (much appreciated).





By far the most misleading, greenwashing tag on anything from furniture to nail polish. First of all, the term is not certified nor legally, universally defined. Beauty devotees unambiguously advise to watch out for fragrances, synthetic dyes and parabens. All of the above have mixed reputations (ask your dermatologist). Parabens for example (can be labeled as methyl-, ethyl-, butyl-, propyl- ) is a preservative, which means your cream jar is not only durable but also has a lasting shield against bacteria, fungi and microbes. Is it a bad guy after all? Google does not know, how can we. Your skin can develop allergens and irritations equally towards natural as well as synthetic ingredients. To not slip-up diligently check the certifications applied in your country (or the country of purchase) and look for that one magic stamp when choosing a product. 




certified organic

Organic cosmetics labels are hard to achieve, regardless of the location. Not many can pass strict certification requirements and that at last, you can rely on. Beware of other certifications like made with Organic ingredients or other natural cosmetics labels.  

Here you can find a list of tags for a short cut.


How familiar are you with the ingredient list behind your products?




by Masha Nova




Always consult with your dermatologist or health practitioner before beginning a different skincare routine. 

It is the reader's responsibility to verify their own facts. The views and opinions expressed in this blog are those of the authors and do not necessarily reflect the official policy or position of any other agency, organization, employer or company.