Come Clean about Beauty
Come Clean About Beauty.
Greenwashing is rife in the health and beauty industry, despite previous Soil Association campaigns which have raised awareness of this problem amongst brands and consumers.
Our new investigation has produced a league table of uncertified products which are using the term organic on the labels, and consumer research which provides clear evidence that people feel misled by this. We’re calling on brands to Come Clean About Beauty labelling and use the term organic responsibly or not at all.
You're being misled...
We found a range of uncertified health and beauty products with potentially misleading labels which use the terms organic or natural. We showed some of these labels to an independent panel of 1,000 consumers. 76% said they felt misled when they found out the product was not certified and would not meet organic standards. When they discovered this, most people (72%) also said they would lose trust in the brand.
Organic alternatives for cosmetics are on the rise...
With more mainstream brands set to jump on this unregulated movement and no current legal standard in place to protect organic cosmetics, certiﬁcation has never been so important.
The consumer survey also found that 77% of people would be reassured by genuine organic certification and 59% would be more likely to purchase an organic product with accreditation. It would also make them think positively about the brand and the retailer stocking that brand.
There's never been a better time to get certified...