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Why We’re Calling On Brands To #ComeCleanAboutBeauty

Come Clean About Beauty

When you’re out shopping and you see the word ‘organic’ on a product, what do you think? In a recent survey, most people told us they would feel reassured, feel more positively about the brand and think that they were choosing a product that was free from nasties. Isn’t it disappointing then that we found many products for sale on British high streets that say organic on the label, yet contain ingredients which would not be permitted in a certified organic product?

We’ve suspected that greenwashing – where brands make claims that could be misleading to encourage people to choose their product – is a widespread problem in the beauty industry for some time. We think this risks harming the reputation of organic because there’s no legal protection for the use of the term on beauty products, unlike with food and drink, where everything organic on sale has to be certified.

Now we’ve done a major investigation to look at the extent of the problem. Our latest report contains a league table of beauty brands we found on UK high streets which say organic on the label, yet include ingredients that would not be permitted in a certified organic product. We showed some product labels like those from the league table to 1000 consumers and most of them (over two thirds) said they would feel misled if they found out the product was not certified and could not meet organic standards. How would you feel if you bought a product because it said organic on the label, only to find out it contained ingredients that would not be permitted in a certified organic product?

If you’d like to encourage these brands to Come Clean About Beauty, please sign our petition. You can also find out where to buy certified organic brands on our website here and if you’re not sure whether your favourite product is certified organic, why not contact the manufacturer and ask them?

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