How to spot truly natural skincare: Myths vs. Reality

In the growing world of natural skincare, it’s becoming harder to separate genuinely clean products from those that just look the part. Many brands use words like “natural,” “eco,” or “green” on their labels — but what’s actually inside the bottle tells a different story.

What is greenwashing in skincare?

Greenwashing is when a skincare brand markets its products as natural, organic, or sustainable without meeting the real standards of natural skincare. This is often done through earthy packaging, vague language, or imagery of plants and leaves — all designed to appear eco-conscious, while the product itself contains questionable ingredients.

How to identify greenwashing:

• No full disclosure of skincare ingredients

• No third-party natural skincare certification

• Buzzwords like “clean,” “plant-based,” or “eco” used without proof

• Focus on packaging aesthetics rather than formulation transparency

Always read ingredient lists and research the brand’s values. If there’s no explanation of what’s inside or why it’s there — it may not be as natural as it claims.

What do natural skincare certifications really mean?

To avoid greenwashing, look for certified skincare products that meet independent, recognized standards. These certifications require brands to use safe, natural ingredients, limit synthetic additives, and follow sustainable production methods.

Trusted natural skincare certifications include:

• ECOCERT – Requires at least 95% natural-origin ingredients, limits on synthetic substances, and ethical sourcing.

• COSMOS Standard – An international standard that ensures clean formulations and eco-friendly packaging.

• NATRUE – Categorizes skincare as natural, natural with organic content, or fully organic based on strict criteria.

• CosmEthically ACTIVE - defines natural, ethical and active cosmetics with a special emphasis on evidence, physiological compatibility and the rational formulating.

If your skincare product carries one of these logos, it's a good sign that it's truly natural — not just branded that way.

Skincare ingredients to avoid in clean beauty

Switching to clean, natural skincare means learning which ingredients to leave behind. These commonly found components are often hidden in mainstream products, even those claiming to be "gentle" or “pure”:

• Parabens: Synthetic preservatives linked to hormone disruption

• Silicones (e.g. dimethicone): Can clog pores and don’t biodegrade

• PEG compounds: May contain impurities (ethylene oxide; 1,4-dioxane; polycyclic aromatic compounds; and heavy metals) and are often petroleum-based

• Synthetic fragrances and dyes: Common causes of irritation, especially for sensitive skin

Reading the INCI list (International Nomenclature of Cosmetic Ingredients) is key to choosing safe and eco-friendly skincare products.

Final Thoughts: Choose natural skincare with confidence

Not all “natural” skincare is created equal. Learning to read labels, recognize certifications, and understand skincare ingredients will help you build a routine that’s not only clean and safe — but also truly effective.

When you choose certified natural skincare products made with integrity and transparency, you’re not just taking care of your skin — you’re supporting ethical beauty and a healthier planet.