We all want to do better – buy healthier products, make more ethical choices, and protect our families from harmful ingredients. But brands know this too… and many have gotten really good at pretending they’re cleaner than they are. Enter greenwashing: a marketing tactic that makes products look eco-friendly, natural, or safe, even when they’re not. In this post, we’re breaking down how to spot the sneaky tricks companies use on their labels – so you can shop smarter and stop falling for the fluff.

“Marketing is no longer about the stuff that you make, but about the stories you tell.” — Seth Godin

Let’s start with the basics: greenwashing is when a brand uses misleading words, imagery, or packaging to make a product seem “clean,” “green,” or “safe,” without actually meeting those standards. Think leaves on the bottle, earthy colours, or phrases like “eco-friendly,” “non-toxic,” “natural,” or “dermatologist approved” – none of which are regulated. These words sound reassuring but mean absolutely nothing without an ingredient list to back them up.

Want to know the red flags? Here are a few big ones:

• Buzzwords with no certification – If a product says “organic” but has no Soil Association or COSMOS logo, it’s probably not organic at all.
• Fragrance/parfum – This catch-all term can legally hide hundreds of ingredients. Even products labelled “hypoallergenic” or “gentle” can still contain endocrine disruptors under this term.
• Green packaging, dirty contents – Just because it’s in a green bottle doesn’t mean it’s clean. Always flip the product over and read the ingredient list.
• Free-from claims that distract – “Paraben-free” sounds great… but what else is hiding in there? Brands often remove one bad guy and replace it with another.

So what can you do? Always read the ingredient list first. If you don’t recognise an ingredient, plug it into a trusted resource – or scan it with The Low Tox Tap (coming soon 😉). Look for transparency: are all ingredients listed? Do they offer third-party testing or certifications? Do they tell you where their ingredients come from? And most importantly – do they make you feel confident and safe using the product?

Greenwashing preys on our good intentions – but once you know what to look for, it becomes easier to block the BS. You don’t need to be an expert to make better choices. Just get into the habit of flipping the bottle, questioning the claims, and trusting your instincts. The more you dig, the more empowered you become – and the less money you waste on products pretending to be something they’re not. Let’s stop rewarding dishonest marketing and start supporting the brands that actually walk the walk. You deserve nothing less 💪