GREENWASHING TO GREENHUSHING

In recent years, greenwashing has become a significant issue in the beauty industry. This practice involves companies making exaggerated or misleading claims about the environmental benefits of their products to appeal to eco-conscious consumers. As awareness and demand for sustainable products grow, so does the scrutiny on these claims.

In response to regulatory bodies' increasing scrutiny and subsequent legal action, this pressure has led to a phenomenon known as "greenhushing," where companies avoid making any sustainability claims to sidestep potential backlash.

While neither is ideal, the beauty industry is starting to move in a positive direction. More brands are committing to genuine sustainability by adopting transparent practices and ensuring their environmental claims are backed by solid evidence.

If you’re a beauty business, we would love to know where you stand on how you market your products and if you think the future looks promising for brands that focus on verifiable eco-friendly practices.

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