Most consumers are just trying to get something that works so efficacy is the first thing they are looking for. It’s a smaller group that asks if the company is sticking up for the brand’s core principles, or asks if the product is really natural.
Greenwashing has been particularly impactful on consumers who are not well versed in natural personal care ingredients, terms, and labeling; and are therefore more likely to believe that these products are in fact natural just because they’re marketed that way.
As sales of natural products increase, so does the confusion surrounding the definition of natural, green or organic. The Department of Agriculture regularly inspects food that is labeled organic to make sure it complies with regulations; the same rules and processes do not apply to beauty and body care products.
Burt’s Bee’s started with a line of organic balms and butters launched in the 1980s by Burt Shavitz, a Maine beekeeper who lived in a turkey coop and sold his bees’ honey from the back of his truck. Flash ahead almost 30 years, and what started as a little collection of handmade soaps and lotions is now a factory-produced beauty line adored by hippies and new-agers alike and owned by the Clorox Co… geez just the word Clorox is enough to turn us away!
Mrs. Meyers was a wonderful small company that was inspired by Thelma Meyer in a small town in Iowa, and is now owned by SC Johnson; who has been broadcasting television commercials claiming they are devoted to keeping the planet safe. Just read the ingredients; some things the FDA allows to be called natural may not be so great for our planet, or us, but it is good for the profit bottom line.
Seventh Generation is the only biggie in the natural cleaning world still privately held and operated from Burlington, VT. They still use less expensive natural plant products, and pass that on to the public, and they do not try to say they are something they are not. Even though some companies use safer plant sulfates; they do increase the expense of the products, and you can find Seventh Generation more often in the marketplace so it’s a good place to start.
Tom’s of Maine This company makes more than just natural soaps and body care products; once upon a time we used some of these products, but how important do you think being natural is to Colgate - Palmolive the company they’re now owned by? There is a last paragraph disclaimer on the Tom’s of Maine website in the about the company link that they’d grown in size, and in 2006 became a part of the Colgate-Palmolive family; says their approach has not changed, and then goes on to offer a link to see what the original company founders Tom & Kate are doing now.
We generally do look at ingredients and feel it’s an immediate flag if they are not listed. It is helpful to learn some of the differences in the plant sulfites that are used in natural products. Next just like with food products, if the ingredient list is more than an inch wide, just put the product down, not kidding, it’s not worth the trouble to read all the details most times… it’s so much easier just to find a few products and a few companies you can count on.
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